As we move through 2025, Naver, Korea’s dominant search engine, continues to refine its search algorithm to enhance user experience and deliver more relevant, personalised results. With its market share consistently surpassing Google in Korea, it’s crucial for businesses to stay on top of these changes and adjust their digital strategies accordingly. In particular, the increased emphasis on AI, the evolution of SEO best practices, and the growing importance of visual and video content are all key factors that businesses must embrace. Here’s a closer look at how Naver’s search algorithm has evolved in 2025 and how businesses can optimise their presence on the platform.

1. AI-Powered Personalised Search Takes Centre Stage

One of the most significant changes in Naver’s algorithm is the expansion of AI-powered personalised search. In the past, search engines relied on static keyword-based queries, but today, Naver’s system has evolved to analyse users’ behaviours in real time to serve hyper-targeted results. AI algorithms take into account users’ search history, location, and interaction with Naver’s diverse ecosystem (which includes blogs, cafes, and news) to provide more personalised results.

For businesses, this means that creating generic content is no longer enough. Companies must focus on delivering content that resonates with specific user segments. The key is to create valuable, tailored content that speaks directly to the needs and interests of the individual user. This personalised approach not only increases visibility but also boosts engagement and conversion rates.

• SEO Optimisation: Quality Over Quantity

The days of keyword stuffing are long gone. Naver’s algorithm has become much more sophisticated, focusing less on the frequency of specific keywords and more on content quality and relevance. While keywords still play a role, the algorithm now evaluates the overall user experience and the content’s ability to answer user intent in a comprehensive and meaningful way.

This shift places more importance on creating well-rounded, high-quality content that aligns with users’ search queries. Businesses must now focus on answering the real questions that customers are asking, providing in-depth resources, and offering a positive user experience. This is especially crucial as Naver places a premium on content that engages users for longer periods and generates interactions, rather than simply matching keywords.

• The Importance of Visual Content and Smart Store Optimisation

In 2025, Naver’s algorithm has placed increased emphasis on visual content, particularly images and thumbnails, in the search results. This is especially relevant for businesses with e-commerce platforms. Naver now ranks listings with high-quality, well-optimised images more favourably. For smart store listings, ensuring that product images are both clear and attractive is vital for visibility.

Smart store thumbnails are now a key factor in catching the user’s eye, especially on mobile devices where visuals are paramount. By including visually appealing, well-optimised images, businesses can improve their click-through rates and, consequently, their rankings on Naver search results. Additionally, businesses should ensure that images are properly tagged with relevant keywords to maximise their searchability.

• Customer Reviews: A Critical Factor for Ranking

Customer reviews have become an essential part of Naver’s search algorithm. With the increasing importance of user-generated content, businesses that actively encourage reviews and ratings are seeing improved rankings. Naver’s AI evaluates the sentiment of customer reviews, and positive feedback directly impacts search visibility.

In 2025, having a robust review system is no longer optional—it’s a must. Engaging with customers through reviews not only helps build trust and credibility but also contributes significantly to search rankings. Businesses should encourage satisfied customers to leave reviews, respond promptly to feedback, and showcase customer experiences in their content. This will help to create a strong, trusted presence on Naver.

• Video Content: A Rising Star in Search Rankings

Video content is becoming increasingly essential for businesses looking to thrive in Naver’s 2025 search environment. Naver’s algorithm now prioritises video content, particularly content that is informative, engaging, and shareable. Videos have become a major ranking factor, especially as users demand more dynamic, visual content that helps them make decisions.

For businesses, this means incorporating videos into their content strategy is crucial. Whether it’s a product demo, tutorial, or behind-the-scenes look, videos can enhance user engagement and improve rankings. Additionally, videos should be optimised with clear titles, descriptions, and tags to maximise their discoverability on Naver’s platform.

Adapting to Naver’s Changing Landscape

To remain competitive on Naver in 2025, businesses must rethink their approach to korean digital marketing. Here are some essential strategies to consider:

• Leverage AI and Personalisation: Understand your audience’s behaviour and create content that speaks directly to their needs and preferences. Use data insights to personalise your messaging and increase engagement.
• Focus on Quality SEO: Prioritise high-quality content that provides real value to your audience. Long-form content, user-friendly formatting, and comprehensive answers to common questions will drive better results than keyword-heavy text.
• Optimise Visual Content: Make sure your images and thumbnails are high-quality and optimised for mobile devices. Naver users often engage with visual content first, so ensuring that your product visuals stand out is crucial.
• Encourage and Manage Reviews: Positive customer reviews play a pivotal role in ranking. Respond to customer feedback, encourage reviews, and integrate them into your content strategy to build credibility and improve visibility.
• Incorporate Video into Your Strategy: Video content is a powerful tool for engagement and ranking. Create informative, engaging videos that meet your audience’s needs and optimise them for discoverability on Naver.

Conclusion

Naver’s search algorithm in 2025 has fundamentally shifted the digital marketing landscape, making it more important than ever for businesses to adapt. AI-driven personalisation, the demand for quality content, the significance of visual appeal, the essential role of customer reviews, and the rise of video content are key factors that businesses must consider to stay visible and competitive. By focusing on these elements and aligning with Naver’s evolving algorithm, businesses in Korea can ensure that they are not only meeting the needs of users but also optimising their digital presence for long-term success.

At Charlesworth, we specialise in helping brands navigate Naver’s complex ecosystem and grow their presence on the platform. Our expertise in SEO, content marketing, and digital strategy ensures that brands can effectively engage with their target audience, improve their search rankings, and ultimately drive business growth on Naver. Let us help you thrive in the competitive digital landscape of 2025.