We’ve just wrapped the first quarter of 2025, and the digital world is - no surprises here - evolving faster than you can say "algorithm update". But for most businesses, the real question isn't what's new? It’s: what do we actually need to care about?
At Gecko, we keep a close eye on what’s changing - and help our clients focus on what’s worth doing. So here’s our Q1 roundup, combining the big industry shifts with our usual dose of practical advice and no-nonsense clarity.
Search Has Entered a New Phase
Google’s March update was a clear signal: content that’s manipulative, low-quality, or written just for SEO is being weeded out. The focus now is on genuine value - not tricks, not volume, but actual usefulness. One tactic in the firing line? "Parasite SEO" - the old trick of publishing third-party junk on high-authority domains.
And it’s not just about the content anymore - it’s about who’s behind it. Google’s quietly shifting from the well-known E-E-A-T framework to something more like N-E-E-A-T - adding Notability to the mix. It wants to see content written by people with real credentials, and ideally a bit of a public profile.
What we’re doing about it
Helping clients focus on owned, authentic content that shows off their experience. Think: team bios, expert-led blogs, and real case studies, not fluffy filler. We’re also tightening up author credibility on key content to meet these evolving standards.
Search Isn’t Always About Google Anymore
More and more, users are getting answers from AI-powered tools - think ChatGPT, Gemini, and other generative search platforms. These tools pull in the most structured, helpful content they can find - and if your content isn’t formatted for it, you might be invisible.
Enter Generative Engine Optimisation (GEO) - a fancy name for writing content in a way that AI can understand, summarise, and share.
What we’re doing about it
Rewriting FAQs, structuring service pages more clearly, and making content machine-readable and human-friendly. You don’t need to rebuild your whole site - you just need to make smart, structured improvements.
AI-Driven UX Is Starting to Show Real Results
AI isn’t just powering search - it’s shaping how websites interact with users. Instead of static journeys, we’re seeing interfaces that respond to user behaviour in real time - personalising suggestions, predicting needs, and guiding people along their journey before they even ask.
This isn’t about being futuristic - it’s about being helpful.
What we’re doing about it
Right now, we're helping clients start small - adding behavioural cues, conditional content, and modular layouts that allow future personalisation. You don’t need to be Amazon - but your site should feel like it understands what your users are trying to do.
The Rise of Emotionally Intelligent, Immersive Design
One of the more exciting shifts this quarter has been the rise of emotionally responsive design. This means websites are starting to acknowledge users as human - with frustration, delight, uncertainty - and responding accordingly.
Immersive elements like subtle animation, 3D graphics, or even AR previews are being used to build more engaging, intuitive experiences. And emotionally aware copy and feedback is replacing old-school error messages and dry design.
What we’re doing about it
We’re not building emotion-sensing UIs (yet), but we are:
- Designing interactions that feel friendly, clear, and responsive
- Helping clients introduce richer media and subtle animation
- Rewriting UI copy to sound more like a helpful human, not a cold prompt
Small things that make digital feel a lot more personal.
Inclusivity and Sustainability Are Core Design Principles Now
Inclusive and sustainable design is no longer a nice-to-have - it’s an expectation. More users want websites that work for everyone, including those with disabilities, and they’re paying attention to environmental impact, too.
Accessibility isn’t just about alt text anymore - it’s colour contrast, keyboard navigation, font choices, and cognitive ease. Sustainability means streamlined code, dark modes, image optimisation and hosting choices that reduce digital energy use.
What we’re doing about it
Embedding accessibility checks in every new project, and advising clients on quick wins for carbon-aware UX. We’re also baking performance optimisation into our development work to keep load times down and impact low.
Umbraco Keeps Pushing Forward - and We’re Right There With It
Umbraco 15 landed this quarter, and it’s one of the most useful updates in a while. There’s a new Rich Text Editor (finally!), better caching for faster load times, and multilingual support that makes life easier for global brands.
But more importantly, Umbraco is continuing its shift towards composable architecture - a way of building that’s modular, API-first, and future-proof. That means it’s easier to plug in other systems, scale fast, and avoid rigid all-in-one platforms.
And with Umbraco Engage, there’s a new set of tools for building personalised, AI-enhanced user experiences - right inside the CMS.
What we’re doing about it
We’re upgrading clients to v15 when the time is right, and exploring alternative tools and strategies that align with their goals – including reviewing whether Engage-style functionality could be recreated or replaced in other ways. We're also helping teams plan smarter content workflows that make the most of Umbraco’s flexibility, without being locked into partner-only features.
So What’s the Takeaway?
You don’t need to jump on every digital bandwagon - but you do need to move. Q1 showed us that the gap between “average” and “ahead” is growing. And the brands who win won’t be the flashiest - they’ll be the ones who build strategically, prioritise clarity, and treat their users like real people.
If you’re not sure where to start - we’ll help you find your next smart step. Whether it’s better content, a UX rethink, or an Umbraco refresh, we’ll get you moving with confidence.
Want to explore what these trends mean for your site or strategy? Let’s talk - no jargon, no pressure, just honest advice.
