Isa says: “Authority should be built on earned expertise.

What I mean by that is real experience and credible voices that can’t be easily replicated or automated. In the age of AI, the most humanised content is what’s going to give you competitive edge”

How does a person earn that expertise?

“As marketers, we all use experts. We use people who are either the face of the brand, founders, product leads, or sector specific specialists – from scientists to nutritionists.

Credible experts are always going to be better equipped to help answer the search queries people are looking for. This goes beyond standard EEAT practice because, when AI can produce technically sound content on any topic, expert-attributed content becomes your primary differentiator. Not just expert-reviewed or expert-informed, but expert-led and authored. They need to be front and centre of your content strategy.”

Greg says: “Don’t get distracted by all of the AI content on the web.

A lot of people are choosing to use AI to write all of their content, but AI is just predicting words based on the content that is already out there. As more of it floods the web, AI is training itself on AI. It's like copying the same VCR tape over and over again, and the quality continues to get worse.

The way that businesses and marketers need to combat that is with real, authentic human experience. AI systems and models cannot replicate that.

Write your content with humans. Skip the stupid informational stuff. Share authentic experiences and reasons why humans vibe with your company. That's how you're going to win in the future.”

Irina says: “Think multimodally.

A consistent trend that we've seen growing over time is the inclusion of different types of media in search results. AI can already parse images and videos really well, and it can also explain what's depicted in detail.

By thinking multimodally, you will increasingly capitalise on this, as AI chunks related concepts across formats into a tailored presentation for the user.”

Does multimodal just include video, audio, images, and text?

“It also includes things like infographics and diagrams, and it’s about the way you think through what kinds of content and visuals to use, like avoiding stock images and filler, and no longer publishing walls of text.

In general, provided that you do things according to best practice and ethics (which includes citing your source), you can definitely use AI-generated content. Google has explicitly said in its best practices that AI-generated content, whether it's visual or written, is okay to use on your site or elsewhere.

That's not an issue, but you need to be properly citing whatever you put out there so that you don't accidentally deceive your audience.”

Katherine says: “Multimodal content isn't new, but AI is going to make it non-negotiable.”

How would you describe multimodal content?

“Basically, it is content that exists across several mediums. We have audio, video, text, and images.

For as long as I can remember, SEOs and marketers have always prioritised repurposing content across several mediums: you create a blog post, and then you transform that into video, and into infographics as well. That is multimodal content.”

Desmond says: “Use visual commerce, which means using contextual images for e-commerce.

Also, for any business that works with products, instead of using plain product photos, use contextual photos with different settings based on AI.”

Is there a type of image that you would recommend?

“I recommend using context-rich visuals.

Think about lifestyle photos and AI-generated product imagery that make the online shopping experience more engaging and trustworthy. That could be 3D renders or lifestyle photos, or it could be using AI to create video based on those high-quality images.

Myriam says: “Everyone is slowly coming to realise that SEO is changing in many different ways.

My tip is to make sure that your brand and your products are machine-readable, because we're dealing with multimodal search now. That means I can take out my phone, take a picture of your product and say, ‘Is this vegan?’ - and I will get the answer right away.

SEO is entering the outside world, beyond the web.”

Bill says: “My number one tip has really not changed for the past few years: follow classic, traditional SEO best practices for creating content and optimizing pages and websites.

With some search engines, you can get away with 150 words of content and potentially rank on a page, but when it comes to AI, it's more about structuring a page, using the right title tags, meta description tags, headings, H1/H2/H3 tags, bulleted lists, ordered lists, numbered lists, bold, italics, etc.

Focus on the traditional SEO tactics, which haven't changed in the 20 years that I've been doing this.”

Victoria says: “Define an SEO process and then automate it with custom GPTs or no-code tools like Make.com.”

How do you determine the processes to focus on?

“Every person who does SEO and has done on-page optimization or an SEO audit 50, 100, or 500 times has found ways to approach this problem.

We have checklists, we have protocols, and we have templates for these tasks. Once you have the process, the checklist, and the protocol, it's very easy to give those instructions to AI in the form of custom GPTs or automations.

If you define those steps manually, it's very easy to then have AI assist you, or automate the process.”

Giulia says: “Turn AI into your partner, not your problem.”

How do you do that?

“The industry as a whole has been panicking a little, ever since the AI revolution started taking over. There's been quite a lot of conversation about AI taking over our jobs and replacing us.

I don't think we're there yet. I don't know if we'll ever get there either, because I think we have some aces up our sleeves. The way that you turn AI into your partner is by knowing exactly where to use it versus where not to use it.”

Rana says: “Increase productivity using AI – not only in SEO, but beyond.”

How do you decide what you should and shouldn’t use AI for?

“You should look at AI like it’s a real assistant. AI should handle preparing the data, summarising the data, and finding all the information that you need.

However, for the creative part, like brainstorming, you can rely on AI a little bit, but it shouldn’t handle all of your creative tasks. Also, for the overall view of everything, the strategy should, of course, stay human-centric.

The main focus of AI in SEO is not to give everything away. If you create a piece of content with AI, don’t just copy and paste it and publish it right away. You should read it. You should add your touch to it and add the brand voice.”

Sante says: “Learn how to learn, and use AI to enhance your ability to learn.”

Has the way that we learn how to learn changed in the era of AI?

“Not yet, but it is going to. The winners are going to be the people who can master the art of learning.

If you go back and look at the education system and how we have been educated, it's all been a sort of sausage-making machine. Meat goes in one end, it goes through the grinder, it comes out the other end, and we're a sausage.

It’s like factories in the Victorian era, and we are still very much in that era, from an educational point of view, because there is a curriculum and it's very well defined. AI has broken that. The internet disrupted it, but AI is the final blow to a system of predefining what we learn. Now, we have somebody there 24 hours a day who can answer just about any question that we throw at them.

This PA is there, and it can be a blessing or a curse. At the moment, a lot of people have embraced the path of least resistance by hogging all kinds of information, harvesting it, and using it without too much thought.

There are a lot of people saying, ‘I don't know how to do this. I'm going to ask AI, and AI is going to tell me how to do it.’ That's not what we need. The people who are going to be successful are the ones who say, ‘I need to reach an objective. I need to define something. I need to do something. What do I need to know? What is the threshold that I need to reach so that I can tell AI what to do and get the most out of it?’”

Rose says: “Your website casts an AI shadow: a distilled version of your content that AI search systems present to users. It's often this shadow, not your site, that people now meet first.

It might look like a two-sentence summary, a list of bullet points, or an AI-curated comparison. It could be on ChatGPT, Perplexity, SGE, or any of the other LLMs or chatbots. Increasingly, though, this is a user's first engagement with your brand, before they ever reach your pages. Sometimes it's the only interaction they have with your brand.

This matters because it changes the unit of competition. For years, SEOs have thought in terms of positions and ranks, but in an AI-driven world, the real battleground is representation. How is your brand represented when an AI introduces you to the user? Is it accurate? Is it authoritative? Or (and this is happening more and more), are you simply fueling the answer while a competitor gets the credit?

SEO is evolving from being about rankings to being about representation signals. It's not enough to publish content and hope it ranks. You need to actively manage how your content is summarised, how your expertise is attributed, and how your brand shows up in that new AI shadow layer.”

Dani says: “My tip is a really easy one: Clean up your online presence because AI sees everything.”

Damien says: “Re-order your content to future-proof your search dominance.”

Mark says: “Everyone should be determining whether their AI searches need grounding or not.”

Jason says: “I'm going to explain how any marketer can optimize for AI-assistive engines.

People call it generative engine optimization; I call it AI-assistive engine optimization. Whichever name you use, the principle to SEO in the AI era is very simple, and it's called the Algorithmic Trinity.”

Garrett says: “Treat AI search as probabilistic, not predictable.

Build content strategies rooted in deep audience understanding, because what shows up in search results depends on who's searching and how they search.”

Nik says: “Stop thinking just about ranking on Google and start focussing on a new discipline: AI visibility engineering. This is where you can systematically probe AI models to measure brand associations, quantify perception, and then use those insights to engineer on-page, off-site, and then use those insights to engineer on-page, off-site, and strategic actions that influence how these machines understand and represent your clients.”

Chris says: “Technical success for SEO in 2026 requires us to understand the interpretability of content rather than just the crawlability.”

Itamar says: “In the age of AI platforms and LLMs, it's important to really understand how these different platforms, and more specifically user agents, are accessing and navigating your website.”

Olesia says: “Prepare small knowledge graphs and use them for your SEO efforts – and also to optimize your content for LLMs and AI output.”

What do you mean by small knowledge graphs, and how do AI search engines use knowledge graphs?

“We know that Google uses knowledge graphs for their AI overviews and for some answers in AI Mode because knowledge graphs are facts. They are entities that provide factual information, so Google does use them intensively.

Also, search within knowledge graphs is much faster than any other search, and the information you get is much easier to use for generating anything that you want.

We used to talk about databases previously, and a knowledge graph is a fancy name for a relational database. That's about it. When you build them, it helps you to get much fewer inaccuracies, get more original information, and ensure that the information is factually correct.

By small knowledge graphs, I mean that you focus only on what you are doing for your own business or for yourself. You can optimize your own name, your company's name, or the products or services that you want people to find in search.”

Talking points include:

What is an indexation audit?

Why would you want to conduct one?

What is an indexation audit at scale?

What is the 130 days rule?

How do you use your server logs for this?

What are the url inspector tool API limits for large websites?

How often should you conduct one?

How does this feed into a strategy?

What measurable success do you get by doing this?

Martha says: “SEO is now about managing your data layer for AI.”

What is your data layer for AI?

“We really have to think about the data we're putting into the machine.

Most people still think of schema markup as just trying to get visibility, but it's way more than that. By doing semantic schema markup, you're building a knowledge graph, which can be a contextual thing that allows machines to understand.

SEOs need to think beyond doing it for search visibility and start seeing it as the input we can use to control brand and understanding for large language models.”

Pam says: “Start preparing for an AI-first future, where the AIs are your primary target audience, not humans.”

Ramona says: “Strong branding, not just keywords, will drive organic visibility in the AI-powered SEO landscape in 2026.

2025 has been the busiest year ever. I have been in this business for 15 years now, and I have faced all the changes that Google has put us through. We had the mobile-first index, where we had to adjust our websites to fit the mobile version. We had RankBrain, where Google started focussing on how people react to our content and not only to the keywords that we were publishing or the backlinks pointing to our websites.

However, this has been the busiest year by far, and we are still in an early stage of understanding how this is changing the game.

2026 will be an even more challenging year. If there is one thing that I believe will work, it will be to start building a brand. You cannot go wrong with that; Google loves brands, and LLMs will love brands too.”

Joseph says: “Look beyond the blue links and build for AI.”

Are we just talking about blue links in Google?

“We're talking about blue links everywhere. Most people think, ‘Backlinks, backlinks, backlinks.’ The old world of SEO was just about using backlinks to build authority, and that isn't the way to build authority anymore.

Links still matter, but it's very specialised. I can beat just about anybody in the service business, and in a lot of different places in SEO, without using a single backlink strategy.”

Key talking points include:

Which LLMs should you optimize for?

Chat GPT / AI Overviews / Gemini

Why are certain LLMs best?

How do you optimize for them?

How do you measure success?

Christian says: “2026 is all about brand associations: in people's minds, in search engines, and in LLMs.

Optimizing for brand associations means building deep and meaningful connections between your brand and the topics, products, features, outcomes – all of the things that matter to people and machines.”

Otuto says: “Use brand positioning to move from SERP rankings to mind rankings.”

What are mind rankings?

“Recently, we have seen that SEO is shifting, and AI search is now summarising results. Because of this, it's no longer enough to just chase rankings. The brands that will win are brands that strongly position themselves in people’s minds, to the point where they search for them by name, regardless of where they are on the SERP rankings.

For example, if I say ‘best soda’, the brand that automatically comes to mind is Coca-Cola. If I say ‘energy drink’, the brand that comes to mind is Red Bull. If I say ‘SEO audits’ and ‘keyword research’, Ahrefs and Semrush are what come to mind. If we talk about ‘link building analysis’, Majestic comes to mind. That is what brand positioning is: when your brand is the best at delivering a particular value that your customers truly care about.

When they care about this, they will remember you, and they will automatically search for you by name. In 2026, what will win is when you are not just found; you are remembered.

This might not sound like SEO, but it’s something that we can introduce to SEO to make your SEO processes better. You are focussing on optimizing your brand so that people search for you automatically.”

Talking points include:

What’s an example of links for links’ sake?

How do we focus on semantically relevant brand mentions?

How do we measure the success of semantically relevant brand mentions?

How do we ensure that semantically relevant brand mentions align with key topics and entities?

Why does this help AI?

How do we measure success?

Sukhjinder says: “Say goodbye to rankings and hello to recognition. It's time to appear everywhere.”

Why is it time to say goodbye to rankings?

“It's not a complete goodbye, but it’s changing your mindset. We're still comfortable with tracking ranking positions as one of our main metrics, and it should be one of our metrics, but we need to become more comfortable with appearing in different ways and broadening our idea of what it means to be discoverable.

We should be focussing on things like brand mentions, entity strength, visual content, and all the different ways that you're surfaced in the SERPs and the more conversational interactions across platforms.

It's broadening that idea and getting out of the comfort zone of tracking the top 10 ranking positions. Even now, that has been made more difficult with Google's change to pagination and how tools are picking up information from beyond position 10.

It’s not a complete goodbye, but it’s time to open your mind to other ways of tracking brand recognition instead.”

Aleyda says: “Optimize for citation-worthiness.

This is easier said than done. It's about establishing yourself as an authority in your field, but in order to do that, you have to make it very clear what your unique selling proposition is and create and optimize your assets and web presence accordingly – both within your own website and externally as well.

We have heard so much regarding how LLMs are getting citations from social media, and all of these features are giving visibility to Reddit, YouTube, etc., so we need to put some content out there. However, a lot of those conversations aren’t thinking about the alignment with your product, your brand, your USP, and what actually matters business-wise.

Time and time again, we have seen how Google updates have negatively affected the rankings and the traffic of topics that are too shallow, too broad, and are not aligned with the subject matter expertise and uniqueness of the brand. We have also seen a lot of comments saying, ‘Because of the Crocodile Effect, it's no longer worth targeting broader informational queries,’ which I also think is too simplistic an approach.

The truth lies in the middle. What actually matters is the angles, topics, or specific areas that you can cover as a brand. The topics that make sense business-wise won't be fulfilled by generic concepts, and will incentivise the potential customer to learn more about your brand.

It's still worth targeting, not only because it will maximise the chances of a click, but even if it doesn't end up generating a click, it will be worth it just to be visible, because that will help the user make their decision later on in the process.”

Joshua says: “Brand marketers should be SEOs’ best friends.”

Why is that?

“Brand marketing reaches where SEO can't. It drives demand, and it drives search interest.

SEO has always been an inbound channel, but lately, inbound is getting harder. With things like zero-click searches and AI overviews, the opportunities for getting the click are increasingly challenging, but brand search has always been very high intent and very high click-through rate, and it's also a ranking signal.

Working with our friends over in the brand channel, we should be devising strategies to drive more branded search, and SEO should be doing more to help the brand teams deliver on all of their work and communicate those results.”

Ashley says: “Treat SEO as more of a brand-building activity.

Look beyond the traditional KPIs of visibility and towards making your brand the preferred choice in any conversation that's relevant to you.

That will make you front of mind and grow your brand awareness and brand presence.”

Talking points include:

What does crawling and indexing management mean in practice in 2026?

How do you ensure that crawlers (both traditional search engine crawlers and LLM crawlers) can quickly and easily discover, understand and index any content you want surfaced?

What is the difference between crawling and indexing management for traditional search engines versus LLMs?

How do you determine the content you want to be surfaced?

What do you do with the content you don’t want to be surfaced?

How does this feed into your content marketing strategy?

Charlie says: “Forget the acronyms, particularly with AI search and SEO.

Let's stop focusing on what it's called and focus on what we need to do.”

Do acronyms not assist with articulating how SEO has changed?

“I don’t think that SEO has ever been a good description of what we do. It's always been a fairly inaccurate acronym, given that we don't actually optimize search engines; we optimize websites.

The term SEO has never been particularly accurate, but never more so than now. A lot of time, money, and effort have been spent debating whether or not we're still SEOs, whether SEO is dead, whether we should be called GEOs, LLMEOs, etc. It's a big waste of time.

It worries me how much time we're spending talking about these acronyms and not talking about what we should be doing. Who cares what the acronym is? The key is the work.

This constant obsession with SEO being dead or being called the right thing always comes back, whether it was after the death of link building or after Penguin and Panda. Obviously, the emergence of AI has exacerbated that. I don't think many other marketing industries are constantly talking about whether or not their acronym is accurate.

What we need to be doing is focusing on what's going to drive growth for clients.”

Nikolas says: “In regulated sectors, like the iGaming space, companies need to keep SEO relevant and part of their strategy.

The iGaming industry is growing across all continents, and SEO shouldn't just be part of your campaign; it should be part of your infrastructure as a company.

It will still remain the number one growth factor. Despite all the LLMs, AI, applications, and all these things, SEO is still relevant and should still be relevant if you want to grow your company and succeed in 2026, especially in a very regulated market like iGaming.”

Adrijana says: “Acquiring high-paying SEO clients requires a different approach that a lot of SEOs are not talking about.”

Why does it require a different approach, and what does that approach look like?

“When you want to move from full-time SEO to freelancing SEO, or get your own clients on the side, most SEOs are not thinking about the fact that it’s a completely new skill. You already have SEO experience and knowledge, but when you want to get a client, that is a business skill, which you probably haven't developed yet.

find themselves tasked with guiding their business leaders through the

massive change driven by AI agents.

Ben says: “Guide your C-suite into the great agentic unknown, because if you

don't, then nobody else is going to.”

What is the great agentic unknown?

“I'm talking about the nature of AI agents using websites in the same way that human customers conventionally would. They are researching a topic on behalf of a user based on a prompt, and can go from researching all the way to getting quotes or even adding things to a shopping cart.

Discussion points include:

What are the key SEO essentials that many SEOs tend to overlook?

Why do SEOs overlook these fundamentals?

What benefit do these fundamentals provide in 2026?

How do you measure the impact of the fundamentals?

When a new trend emerges, how do you know if it is worth spending your time on?

How do you continue to ensure that you are focusing on the most impactful activities?

Jack says: “Create and monetise content to survive the upcoming zero-click era of search.”

Will we be in an all-encompassing zero-click non-traffic era at some point in the future?

“It certainly feels like we're heading that way. With a lot of what Google has been talking about recently – particularly with AI Mode, this is the looming topic in SEO right now.

Keith says: “The SEO who secures buy-in isn't selling rankings, they're selling resilience.”

What kind of resilience are you selling?

“More specifically, it's organisational resilience.

One of the challenges that you will face as an in-house SEO, and oftentimes as a consultant for companies, is getting buy-in for the things that you're recommending for sites – and this problem evolves just like our industry evolves.

Talking points include:

Why do we need to Combine SEO tactics with data insights?

How do you Combine SEO tactics with data insights?

How does this help to personalise the user journey?

What are examples of how a user journey can be personalised?

How does this deliver measurable SEO success?

How does this help to drive smarter decisions?

How should this be implemented on an ongoing basis - how does this fit into a strategy?

Talking points include:

Why do people think that SEO is dead?

Is SEO changing significantly?

What does this mean for new SEOs entering the industry?

What are the foundations?

How does an SEO ensure that their skills stay relevant?

Where do you learn the latest SEO techniques?

SEO in moving fast - what should we do ?

Talking points include:

What are bespoke web apps that automate SEO workflows?

Why can’t we rely on standardised SEO platforms?

What are we looking to achieve by doing this?

What tasks should we be looking to run through these workflows?

How do we build them?

Where do we get the data from?

How much work do we need to put in to keep everything running smoothly and best-in-class?

Why can’t we rely on standardised SEO platforms?

Why is building your own tools better?

What types of businesses should be doing this?

Talking points include:

How is AI disrupting top-funnel visibility?

Why is it so key to focus on capturing bottom-funnel, conversion-ready traffic?

How do you identify bottom of funnel, conversion-ready traffic?

What happens to top and middle of funnel?

What does this look like as a strategy?

How will this continue to evolve?

Talking points include:

What do you mean by get expertise straight from the source?

Why is EEAT still important?

How does the importance of EEAT manifest itself?

You say that the most valuable content will come from those who have interviewed real-life, human experts. What does this mean in practice?

How do you put together an expert-driven content marketing strategy?

What do you have to include in your content to maximise the opportunity?

Talking points include:

What are the SEO basics now?

Why have they changed?

Why is understanding data now a key soft skill?

What does this mean?

How does this impact SEO on an ongoing basis?

How does this impact the way that SEO works with other marketing channels?

How does this impact SEO strategy?

Talking points include:

What are Google Organic product grids?

What is “top tier product schema?”

How do you implement it?

How do you measure its success?

What are typical blockers to visibility?

How do you fix them?

Talking points include:

What is strategic keyword research?

How do you know what is not suitable for the blue links?

Where else are you optimizing for?

How do you know which keywords are right for different platforms?

Is keyword volume still important?

Has the way that you incorporate keywords into content changed?

Talking points include:

What specifically is on the rise in terms of search engine popularity?

Is AI search popular among specific verticals or consumer groups?

How do we know if our target market is using AI search?

How do we optimise for AI search?

How do we measure the success of AI search?

What does this mean for the user funnel?

What does AI search mean for the future of SEO?

Talking points include:

- Logfile usecases

- Crawl budget

- AI bots

- Visibility in ChatGPT

- Clarifying the dark funnel

- Topics popular for ChatGPT

- What does this mean for strategy

- Beyond SEO

Talking points include:

How do you make analytics ready for your SEO?

Why does this let you track data more effectively?

What software do you use?

What data should be used in GA4?

Metrics and dimensions

How do you use this data elsewhere?

What impact does this have?

Talking points include:

What are some typical gaps between SEO and brand marketing in a strategy?

How do you prioritise what needs to be done?

Who should be responsible for this?

How does an SEO work more closely with brand?

How can these essential instruments, as you call them, work together in perfect harmony?

How do you measure the impact of this?

Talking points include:

Why is brand authority so important?

Why are direct audience relationships so important?

Why does brand recognition get you cited in AI answers?

Why does this keep you top-of-mind when traffic from search declines?

Why does this drive sustainable revenue growth?

How do you measure the impact of this?

Talking points include:

What is Conversational SEO & Query Data Clustering?

Why is machine learning key?

What do we want to achieve from this?

What software do you use?

What type of businesses should be doing this?

How is this changing due to AI?

Talking points include:

What do you mean by combining SEO and CRO?

What can SEO do for CRO and what can CRO do for SEO?

What does this mean in practice?

How do you measure the impact of doing this?

How do you sell the value of this to stakeholders?

Talking points include:

What kind of content can humans create that AI can’t?

How do you create unique content?

How do you create authentic content?

What do you mean by creating off-page SEO that can’t be replicated?

Will this strategy continue to work in the next couple of years?

Talking points include:

Why shouldn’t AI be relied upon to write content?

What content needs to be written by humans?

What does good human-written content look like structurally and why is that different to AI?

How do you compete with the volume that AI can produce?

Will AI content not continue to get better?

What role is good for AI?

What does a good human / AI content workflow look like?

What AI tools do you use at the moment?

What will be the role of human produced content in the future?

Discussion points include:

Why do AI tools rely on Bing?

What do we been to rank on Bing?

What specifically do we need to do differently to rank in AI results?

What information does Copilot, Chatgpt, and Perplexity take from Bing?

How is this different from Google?

Is this situation likely to remain the same for a while?

What else are AI engines looking for?

Discussion points include:

Why are communities so important?

How do you know the right communities you should be interacting on?

What’s a good way to interact and what’s a bad way to interact?

Should you be trying to drive traffic back from communities?

How do you measure the SEO success of interacting in communities?

How does interacting on communities positively affect other online success?

How are online communities evolving and what do we need to do to stay on top of things?

Is AI impacting online communities?

1) Think like a Marketer and expand your SEO strategy across LLMs to chase visibility over clicks.

2) Act like an Analyst and explore opportunities with the Google Merchant Centre.

3) Use your technical skills to double down on structured data implementation

Talking points include:

Why is building a brand so important for SEO in 2025?

Why is this likely to be just as important in the future?

In relation to SEO, what do you have to do to build a successful online brand?

What are the specific SEO activities that contribute to brand success?

How do you measure the impact of brand on SEO?

How do you measure the ROI of these activities?

How do you incorporate brand SEO into a marketing strategy?

Talking points include:

How do you stay human in an AI-driven world?

What do you mean by an AI-driven world?

You recommend using AI to quickly scale - what does that look like?

How do you use AI to enhance processes?

How do you use AI to produce better insights?

How do you use AI to remain competitive?

How do you continue to show your human side, authenticity and expertise - and what good does this do?

Discussion points include:

Is SEO more important than it used to be?

What do you mean when you say that AI is an influencer?

When you say that PR is vital, how does PR fit into the SEO world and what aspects of PR are key for SEO?

What does conversion rate optimization have to do with SEO?

How do you measure the impact of conversion rate optimization on SEO?

How do you plan an SEO strategy with so many considerations in mind?

What will SEO look like in a year's time?

Discussion points include:

How do you demonstrate expertise in content?

Why are opinions of people important?

How do you incorporate opinions in content?

How do you measure the success of this strategy in search engines?

How should this be incorporated into a content strategy?

How do you measure the success of this strategy?

How is AI impacting this strategy?

Discussion points include:

Why is less more?

What do you mean by focusing on relevancy?

Why less outreach?

Why fewer links?

Why less content?

What does this mean for strategy?

How do you track success?

How do you persuade senior managers that less is more?

Talking points include:

What does ranking better in AI models actually mean in practice?

What measurable impact does this have?

How do you measure leads from AI models?

Is ChatGPT the best source of leads?

How do you SEO for AI models?

How is the space continuing to evolve?

Read the full transcript of Jon's interview at: https://majestic.com/seo-in-2025/additional-insights/jon-mest

Talking points include:

Why should you just keep on learning, no matter what you’re learning?

How do you know what you are learning will be useful in the future?

How do you know what to focus on?

What skills tend to be transferable?

How do you identify transferable skills?

How do you stay motivated to keep on learning?

How does mindset come into this?

How do we continually adapt our approach to learning over time?

How does this help us find another job?

What if we’re recruiting? Should we be looking for continuous learning as an important skillset in someone that we’re interviewing?

Read the full transcript of Petra's interview at: https://majestic.com/seo-in-2025/petra-kis-herczegh

Talking points include:

What are the small changes you are talking about?

How do you know which small changes will have the biggest impact?

How do you know what changes to make?

How do you measure the impact these changes have?

How do you work with other internal teams to get these changes done?

What if it's likely to take a long time to get some basic changes done?

You say it is important to have a roadmap - what do you mean by this and what does a roadmap look like?

Read the full transcript of Adelina's interview at: https://majestic.com/seo-in-2025/adelina-bordea

Talking points include:

What is changing in SEO?

What additional skills need to be learned?

What soft skills need to be learned?

What adjacent topics need to be learned?

Where are some of the best places to learn?

How often should you learn?

How should you share what you learn in your own organisation?

How can you be sure that you are using your time effectively and learning the right things?

Read the full transcript of Giulia's interview at: https://majestic.com/seo-in-2025/giulia-panozzo

Discussion points include:

What are the key new trends of SEO to stay on top of?

- Search has developed (strong performance of UGC platforms such as Reddit, AIO roll-out, development of Perspectives, recent core updates and emphasis on brand in search, TikTok as a search engine…).

- User journey is not linear - finally it's dawning on companies!

- Attribution is not really possible - particularly in the age of privacy!

- One touch point is certainly not enough (no longer true even in ecommerce)

How does an SEO stay on top of things without stretching themselves too thinly?

Read the full transcript of Emina's interview at: https://majestic.com/seo-in-2025/emina-demiri-watson

Discussion points include:

What is search everywhere optimization?

Witch platforms are key?

How to select the platforms that are key for your business

How to use AI to optimize strategy

Read the full transcript of Tevfik's interview at: https://majestic.com/seo-in-2025/additional-insights/tevfik-mert-azizoglu

Talking points include:

How do you stay relevant?

How do you cope with what seems to be an ever-increasing rate of change?

How do you deal with overwhelm?

How do you work smarter and stay ahead?

How do you stay on top of the latest technologies?

How do you incorporate AI into your workflow?

How will you continue to do this over the next couple of years?

Read the full transcript of Sukhjinder's interview at: https://majestic.com/seo-in-2025/sukhjinder-singh

Talking points include:

How does Quality Score helps to make better SEO?

How should paid ads and SEO teams work more closely together?

How does data from Google Ads campaigns improves content plan?

What data is available?

How can an SEO access all the data?

What’s an example of how this has changed a content strategy?

How often should this be done?

What reports in GA4 will influence SEO campaign most?

What is the easiest way to analyze this information? Use third party platforms?

Read the full transcript of Krzysztof's interview at: https://majestic.com/seo-in-2025/krzysztof-marzec

Talking points include:

What are the most common forms of first party data?

What tends to be the most useful first party data for SEO?

How should SEOs work with other teams to find better first party data?

How do we better understand our audience with first party data?

How do we analyse first party data?

What do you do if you don’t have much first party data to work with?

How do you create new first party data?

What kinds of questions should you be asking in surveys to create really useful new first party data?

What are some creative ways to use first party data?

What are some examples of using first party data in content?

Should you share first party data with AI?

Read the full transcript of Debbie's interview at: https://majestic.com/seo-in-2025/debbie-chew

Talking points include:

What analytics knowledge do SEOs need to know about?

Do you primarily use GA4?

How much analytics knowledge is enough?

How should SEOs be using analytics packages on an ongoing basis?

How should analytics inform SEO strategy?

Should SEOs be learning coding?

Does this apply to non-technical SEOs?

Read the full transcript of Marco's interview at: https://majestic.com/seo-in-2025/marco-giordano

Talking points include:

Why does AI rank matter?

How do you measure visibility on LLMs?

What is the impact of this on visibility?

What are typical gaps in the model’s understanding and what does a brand do to deal with this?

How to maximise brand representation

How does this impact purchasing decisions?

What’s the difference between a brand and an entity?

Read the full transcript of Nik's interview at: https://majestic.com/seo-in-2025/additional-insights/nik-ranger

Talking points include:

What do you mean by a site migration?

How do you prepare for a site migration?

How much time do you need to prepare?

What teams should be involved?

When is a site migration considered to be successful?

What are the most common reasons why site migrations fail

How to avoid making mistakes in a site migration?

Read the full transcript of Sanja's interview at: https://majestic.com/seo-in-2025/sanja-markovic

Talking points include:

What are the key elements in a migration briefing document?

Who do you work with?

How do you sell the need for this?

Where do you gather information from?

What issues are likely to be solved by creating a migration briefing document?

Read the full transcript of Nikki's interview at: https://majestic.com/seo-in-2025/nikki-halliwell

Emma's key points are:

1. Understand if it’s an opportunity for growth

2. Benchmarking what you have now

3. List all of your requirements

4. Make friends with dev

5. Test test test

Read the full transcript of Emma's interview at: https://majestic.com/seo-in-2025/emma-russell

Talking points include:

What does controlling all of your domains mean in practice?

Who should be responsible for your domains?

When should you buy a new domain and when should you build a new project on an existing domain?

When should you change a domain for an existing project?

When should you let a domain name expire?

What do you do from an SEO perspective when you decide to let a domain name expire?

What do you do if you have let an old domain expire, and you realise that this was a mistake. Is there any way to go back?

What can you do if a spammer or scammer gets hold of your domain?

What do you think of the newer domains - Is .com always best?

When selecting a new domain, is brand or domain more important?

Read the full transcript of Andrew's interview at: https://majestic.com/seo-in-2025/andrew-cock-starkey

Talking points include:

What is the difference between the cost and value of organic traffic?

Why do we need to know the cost?

How do we calculate the value?

What do you mean by organic traffic in all forms?

How do you prefer to calculate ROI?

How does this lead into defining an SEO strategy?

How often should this work be done?

How is it changing due to AI and new technology?

Read the full transcript of Helen's interview at: https://majestic.com/seo-in-2025/additional-insights/helen-pollitt

Talking points include:

What companies are trying to go net zero?

Does this have a positive business case?

What does this mean for the overall size of pages on websites?

What are the best ways to reduce the page speed of a web page in 2025?

What does this mean for algorithms moving forward?

What does this mean for SEO planning?

How can Core Web vitals help us with this?

How do we forecast a revenue increase or cost reduction as a result of reducing page speed?

Read the full transcript of Andy's interview at: https://majestic.com/seo-in-2025/andy-frobisher

Talking points include:

What do you mean by Inventory management?

How do you know which content to focus on?

What do Google do when they can’t keep up with crawling and indexing the web?

Should you get rid of some content?

What content should you get rid of?

What’s an example of poor quality content, produced by AI?

What is state-of-the-art AI that SEOs should be using?

What parts of your SEO and content production should you be using AI for?

How else can AI help with your SEO performance?

Read the full transcript of Bastian's interview at: https://majestic.com/seo-in-2025/bastian-grimm

Talking points include:

What do you mean by SEO signals?

Are Google and Bing looking for the same thing in terms of SEO signals?

So the same signals apply to LLMs as well?

How do you ensure that SEO signals are consistent?

Why do regular, annual SEO audits help with SEO signals?

What are the key things to be looking for in an SEO audit?

Is using server log data important as part of this?

What are you looking for in server log data?

What software do you use to assist you with this?

Talking points include:

How would you summarise the current state of Schema?

Why is it continuing to gain importance in 2025?

What is schema used for in modern SEO? (data management)

Why is Schema so important for AI?

What content needs to be optimized for Schema for AI?

Where is AI using these schema enhanced pages?

What tools do you use to assist with this?

How do you measure success?

Talking points include:

What is SEO product management?

What does the day-to-day life of an SEO product specialist look like?

Why is SEO Product Management the natural progression of Technical SEO?

Why does SEO Product Management help you go from just building audit lists to implementing changes?

Should every SEO be considering this?

What skillsets are developed?

Talking points include:

Why are your core web vitals so important to UX?

How can you improve your core web vital scores?

Are these metrics likely to change or be added to over the next couple of years?

Are there any other key metrics that are important for UX?

Talking points include:

How do you undertake market and competitor research to help overcome risks?

Why does this work both in primary and global markets?

Why does it help to overcome bias?

You also talk about Avoiding Logical Fallacies in SEO & Broad Marketing - what do you mean by that?

How does this process help you to maximise your budget?

Why does this help you Avoid alienating potential customers?

What data should you be gathering?

Where should you get data from?

How often should you be doing this?

Discussion points include:

Why does translation and SEO need to be the same task?

What happens if these tasks aren’t tackled together?

Surely technical SEO and content creation are quite different tasks?

What aspects of SEO do people who are translation specialists commonly miss out on?

What aspects of getting translations right do SEO specialists generally get wrong?

How do you ensure that translations are correct for the local region?

What tools does an SEO need to do both of these tasks effectively together?

How do you determine if a translation has been effective?

Do localised translations need to be optimised differently for local search engines?

Is AI not impacting the need for localised translations?

Talking points include:

What changes in local search algorithms are you referring to?

How is ‘features with AI’ affecting local SEO?

How do you optimize for "near me" searches ?

What do you mean by optimizing for location-based queries using AI?

How do you leverage user-generated content for local SEO using AI?

Talking points include:

Why does tracking LLM traffic matter?

How do you go about doing this?

What LLMs are driving the most traffic at the moment?

How should an SEO optimize for LLMs?

What are some specific steps that SEOs should take to optimize for LLMs?

Why is this important compared with other SEO activities?

How is the LLM space evolving?

What does this mean for the future of SEO?

Talking points include:

What do you mean by EEAT being a local strategy?

How could an EEAT strategy vary in different locations?

What local considerations do brands generally need to be aware of?

How do you strategically roll this out if you’re a big company?

How does this improve your SEO?

How do you measure the success of this?

Discussion points include:

What do you mean by cognitive insights?

How can cognitive insights help with local marketing?

How can familiarity help to build your brand?

What’s an example of hyper-localised content?

How do you deliver hyper-localised content?

What are the benefits of delivering hyper-localised content?

Lau Miguez and David Bain discuss:

What do you mean by treating each international market uniquely?

You say Transcreate, Don’t Translate - what does that mean?

What other content creation tips do you have when trying to appeal to a local market?

Why do you have to understand the local Media Landscape?

How do you use the local media?

How do you get to know the local audience?

You advise on appreciating local Cultures and Subcultures - what does that mean in practice and how does this help to create a more impactful campaign?

Discussion points include:

What are examples of not getting enough information from tools?

When Media databases don't show you the most relevant contacts, how do you get the most relevant contacts?

You say that Google doesn't always show you all the relevant stories from a straight search - why is this important and what should you do about it?

Backlink tools can't always show you the full range of backlinks in a domain - why does this matter and how do you dig deeper?

How much value does this human digging deeper provide?

How do you measure the impact of it?

Can AI not assist with this?

David and Rose discuss:

Why is no-click SEO a thing?

Why are traditional click-through rates (CTR) are no longer the best success metric?

How are Google’s AI-driven search features (SGE, featured snippets, and People Also Ask) keeping users on Google, and what does this mean for SEO?

What actionable strategies can you offer that mean that users search for a brand directly? (AI-generated snippets, leveraging structured data)

How do you continue to future-proof your SEO?

Topics discussed include:

Why is link building different now?

How do we focus on acquiring links now?

How do we measure success?

In this episode, David's questions to Andreas include:

- You suggest Benchmarking link volumes, quality and velocities to see where you are vs competitors - what does this mean and why do you suggest this?

- You say that SEOs are chasing link sources, and that they should chase the target destinations instead. What does this mean?

You also recommend using Internal search pages as an insight by product - why?

- You suggest using indexes to find where you're under indexing on your content. What’s the value in doing this?

Discussion points include:

How do you keep track of Algorithm Updates?

How do you decide what are the key algorithm updates to act on?

How soon do you act?

Changes in intent / competition / volatility

How do you analyze changes in user intent?

How do you determine whether your brand can continue to compete in these spaces?

How do you find new opportunities?

What are some examples of bad practices that get punished now?

How do you regain momentum after suffering from an algorithm update?

How do you predict the sustainability of new found opportunities?

Discussion points include:

How do you select the content that needs to be refreshed?

What metrics are you looking at when deciding on the content that needs to be refreshed?

How do you know when to refresh the content, when to delete the content and when to leave it alone?

How do you refresh the content?

How do you know the part of content to refresh?

Do you remove some of the old content or just add new content?

What tools do you use?

How do you know what to add to the content?

Can you outsource this process?

What are you looking to happen when you refresh content?

How do you measure the impact of this?

Talking points include:

Why is AI here to stay?

What does that mean for content marketers?

What do you mean by implementing AI successfully?

You talk about models - are these best models to use for different industries?

What is the wrong way to implement AI?

How do you ensure quality in content?

How do you measure results?

What AI software do you use?

How do you integrate this into your content strategy?

Talking points include:

Why are aspects of on-page SEO often neglected?

What aspects of on-page SEO are key for 2025?

How do you know which aspects of on-page SEO to prioritize?

Can you achieve much success just by focusing on on-page?

Are you saying that off-page isn’t as important?

How do you know when your on-page SEO activities are done?

Do you use tools to measure this?

How is on-page SEO changing?

How do you keep a track on how SEO changes?

How can you measure the success of your on-page SEO activities?

Discussion points include:

You talk about Applying SEO First Principles - what does that actually mean?

How do you ensure that your strategies are aligned to SEO First Principles?

What does high authority actually mean?

What are the core UX metrics and why?

You don’t recommend chasing SEO tactic trends - why is that?

How is SEO evolving and what do we need to be careful about?

Talking points include:

What are the basics?

Why are the basics still the most important part of what an SEO does?

How long will the basics remain relevant for?

Has anything changed about the basics recently?

What does getting distracted by AI tools and algorithm updates look like?

What’s an example of bad use of AI?

Shouldn’t we keep track of algorithm updates and update our tactics accordingly?

Is there a good use of AI?

You’re known as a local SEO expert - does this advice apply to all kinds of SEO as well as local SEO?

How do you incorporate focusing on the basics as part of an SEO strategy?

Talking points include:

What impact do the fundamentals have?

How do you track and measure, how do you stay on top of the fundamentals?

What percentage of your time should be spent on the fundamentals rather than newer tactics or strategies?

You talk about so many shiny new things happening in SEO - how do you know which shiny new thing to pay attention to?

How do you tell a client that you want to focus on the fundamentals, when all they’re interested in is AI?

Talking points include:

Why does this leave revenue on the table for e-commerce sites?

What is the difference between a collection and a category page?

What impact does creating & utilising collection/category pages have?

How do you measure this impact?

How do you optimise your use of these pages?

How do you know which categories to focus on first?

What process do you go through to promote these pages?

Is this advice suitable for all types of e-commerce sites?

Discussion points include:

What are the basics and fundamentals that you talk about?

What are the common technical issues you’re seeing on websites nowadays?

Can you share some tips on how best to structure a website for 2025?

Why do you start with your goals and expectations from the user?

What are a few examples of good goals for a website?

How do you set the funnel that you’d like users to follow towards your goal?

How do you decide on the users that you want to visit your website?

How do you format your content for the SERP?

What do you do if you have content that isn’t bringing in the right type of user?

Talking points include:

What types of simple SEO tools are you talking about building?

Why should SEOs build these sorts of SEO tools by themselves?

How can you do this using Screaming Frog?

What is vector embedding and why is it important?

What is cosine similarity?

How do you use Screaming Frog and OpenAI to extract embeddings?

You then use LLMs to create a Python Script - why is a python script important?

What’s the end result that you’re trying to achieve?

What are some other simple SEO tools that SEOs could build using LLMs?

During the conversation we focusing on the following steps:

Data Collection: Gather extensive data from the client, including previous content, style guides, and brand guidelines.

Training the Model: Use this data to train a GPT, ensuring it understands the client's voice, preferences, and industry specifics.

Customization: Fine-tune the model to handle specific content types like blog posts, social media updates, and product descriptions.

Integration: Integrate the GPT with tools like content management systems and collaboration platforms for seamless use.

Continuous Improvement: Regularly update the model with new data and feedback to keep it current and effective.

Talking points include:

How do you run a successful digital PR campaign in 2025?

How does digital PR integrate with other marketing channels?

Is digital PR part of SEO?

How do digital PR and SEO work more effectively together?

How do you measure the impact of a digital PR campaign?

How do you incorporate digital PR into an overarching marketing strategy?

How is digital PR changing?

Discussion points include:

1/ mining insights from forums, SERP Features, and top-ranking content

2/ creating massive amounts of baseline drafts for editorial content

3/ enhancing aggregator content programmatically

Topics discussed include:

How will AI impact search behaviour?

How will AI impact content creation?

How do you create unique AI content that performs well in search?

How do you use AI for the entire SEO and content marketing process?

What are the downsides to this?

How do you compete if everyone is doing the same thing?

Talking points include:

How do you maximise the potential of AI?

What are the key limitations of AI?

Are these limitations likely to stay?

How do SEOs work smarter with their use of AI?

What tools should they be using?

How should they incorporate AI into their workflow?

What happens if you don’t use AI? Will you get left behind?

Are there certain SEO tasks that will never use AI for?

Talking points include:

What AI tools are you referring to?

How do you use them as efficiently as possible?

How do you link everything up together?

How do you ensure that AI is doing a good job?

How do you know what to ask AI to do, and what to do yourself?

What other tasks are you planning on testing AI on?

Talking points include:

How would you summarise the AI-driven and evolving SERP landscape at the moment?

Why is it important to prioritize human-centered, customer-first content?

Why does this make it more likely that SEO will be a success in an AI-driven and evolving SERP landscape?

What does creating authentic, authoritative content that addresses real user needs look like in 2025?

Why does this strengthen trust, enhance user experience, and build brand credibility?

How do you measure the impact of this?

How do you continue to stay on top of the evolving SERP landscape and how do you know when to adapt your SEO strategy accordingly?

Talking points include:

- How to produce content at scale

- What tools do you recommend?

- What type of content works best?

- How should content be produced?

- Do you favour in-house or agency?

- What data should be utilised?

Talking points include:

How do we Predict user needs with AI?

How does this help to secure backlinks that drive both rankings and engagement?

How important a ranking factor is user intent and how should we optimise for it?

What about engagement - how important a ranking factor is that?

How can AI be used to predict user search trends and behavioural patterns? (competitor analysis, algorithm impact, etc).

Can we provide AI with user data to help it better understand their needs?

What metrics do we use to track user behaviour?

Can we use AI to build a backlink strategy that attracts credible links?

Discussion points include:

What are the challenges with AI?

What’s best practice?

What is a holistic approach?

How do you work on efficiencies?

What are your thoughts on search engines using AI?

Discussion points include:

Why might AI be a threat?

How do you turn it into an ally?

How do you use AI for different agency tasks?

- client communication

- report analysis

- content creation

- much more?

What sectors are you finding to be particularly suitable for the use of AI?

What about hallucinations?

Any other sectors that you are working with?

Talking points include:

How can E-E-A-T your brand’s online reputation?

What aspects of E-E-A-T are key to doing this?

How do you align link building, content and brand signals?

What aspects of link building, content and brand signals do you focus on most and why?

Can you do this in an automated way?

How does this link together in an overarching strategy?

Discussion points include:

How do you become an expert source?

What measurable impact does it have?

What statistics are Google using to quantify the level of expertise?

How do you demonstrate your level of expertise?

How do you enhance your level of expertise?

How do you become the reliable source?

Discussion points include Jack's 5 tips for creating authentic content:

1. Curate your content like you’re a magazine editor

2. Let your brand values drive the content, before the brief, before the keywords.

3. Stay consistent with your message and branding across channels

4. Leverage positive and negative elements in your marketing

5. Cut once, measure twice

Talking points include:

Why is Google focusing more on topical authority?

What difference does this make to the quality of content it serves?

What does this do for a small brand’s ability to compete?

Why can small brands compete more effectively?

How do you build topical authority?

How do you know the right audience questions to answer?

How do you know where you should be engaging with your audience?

Talking points include:

What is meaningful content?

How important is EEAT in content in 2025?

You say that “Quality content will now more than ever be the main thing for all search engines” - how do you define quality content?

By all search engines - are you mainly referring to Google?

How do you think that the content creation process should be handled in 2025?

How should brands decide on what content to create?

How should a brand incorporate EEAT into their content?

What are some mistakes that companies are making with their content creation process?

Discussion points include:

Why is building brand search volume important?

How do you measure increases in brand search volume?

How do you know which marketing activity increased the brand search volume?

Can SEOs claim credit for increasing brand search volume?

What are the key SEO activities that can increase brand search volume?

What are the key non-SEO ways to increase brand search volume?

Should you try to increase brand search volume on non-traditional search engines and discovery engines?

What is the future of building brand search volume?

Discussion points include:

- How experience will be a differential element for websites

- Concrete tips to leverage experience through Google (&other platforms)

- Why is experience so important?

- How does Google measure experience?

- How do you demonstrate experience?

- How will the importance of experience continue to evolve?

Discussion points include:

Why do we need to burn our content marketing playbook?

How do we critically assess the role of content in a world where Google can synthesize answers to increasingly large numbers of queries?

What does this do - how do we adapt our strategy?

What does a content marketing playbook look like in 2025?

What content strategies won’t make it?

Is AI going to make content marketing doomed?

Can we use AI in a way that augments our content, without fear of being gazumped?

How does this affect the setting of an SEO strategy?

Talking points include:

Do you need to be a UX designer to deliver a user-friendly website architecture?

What are some simple steps to take in order to deliver a search engine-friendly website?

How do you like to stay on top of the latest UX trends and techniques?

How do you ensure that UX and SEO works together effectively in a large organisation?

What do you look for as a user to ensure that your website is mobile friendly?

You say that UXR is your friend - what do you mean by that?

You advise that an SEO should practise by constantly auditing competitor websites - what does this look like?

You say that the accessibility tab in Google Lighthouse + a screen reader can be your best friends - why is this?

Discussion points include:

You say “Don’t forget to be human-first.” What does that mean in practice? What elements need to be done by a human?

What processes should you be automating?

How do you use AI to create meta descriptions?

How do you use AI for redirect mapping?

You also suggest uploading your tone of voice to AI chat to check content for brand alignment - how does this work?

How do you create tone of voice / brand guidelines ?

What AI software do you prefer to use at the moment and why?

What are the downsides to using AI?

How do you ensure that you don’t end up creating generic content that Google won’t like?

How will the use of AI continue to evolve in 2025?

Discussion points include:

How can you measure the ROI of people?

What good does building relationships and showing empathy do for SEO?

How do you care for a client’s business and what good does that do?

How do you get to understand and care for a client’s business?

You say, don’t just focus on the numbers - what numbers should you focus on?

How do you build the areas around the numbers into a strategy?

How do you justify the value of relationships to your boss?

How will this approach continue to evolve in the future?

Discussion points include:

What is relevance? Available vs retainable market / KD score

Links - context - what content attracts best links? Most relevant links - content pitching publications

What do you mean by depth?

What does this mean when it comes to content?

What does this mean when it comes to link building?

How do you measure relevance and depth?

Where does this fit into an overall SEO strategy?

Discussion points include:

How do you know when to use the human touch and when to rely on AI and automation?

When does the use of AI go too far?

You say that Google is smart enough to recognize your AI content - surely if you’re subtle with your use of AI content then this won’t be obvious to Google?

How do you go about demonstrating the human touch?

How does incorporating the human touch make a positive difference to Google?

Are there other search engines that you focus on too, or primarily Google?

and seeing a return to content written by humans with a human voice.

Talking points include:

How do you measure this decrease in quality?

Is AI not getting better and better?

How can human writers possibly compete with the speed of AI?

What does “with a human voice mean”?

What aspects of human writing can compete with AI?

Are search engines not ambivalent nowadays if something has been written by AI - is it not just all about user experience?

What is your process for creating an article?

Discussion points include:

What do you mean that SEO in 2025 is a lot about task completion and query satisfaction?

How do you optimize for task completion and query satisfaction?

What role will UX and CRO play in SEO

What metrics will Google look at specifically?

What are some examples of UX and CRO improvements that a site can make?

How do you measure the impact of the improvements for UX and CRO that you make?

How does UX and CRO impact the overall content strategy?

How should an SEO with in-house UX and CRO teams?

Where does brand fit in?

Discussion points include:

What does the best original content look like at the moment?

What do you mean by expert-driven content?

Can you use internal and external experts?

What kind of real stories and insights do Google prefer?

What is your preferred way of producing this type of content?

Should we try to produce vide, audio and written content at the same time?

How do you structure your content for maximum impact? (Visual content and coding)

Do you advise creating social posts from this content?

How does expert-driven content fit into a marketing strategy?

Discussion points include:

How do we use AI and Machine Learning to analyse search trends?

And what about content strategies - how do we use AI and Machine Learning to refine that?

Can we use it to better understand user intent?

How is search changing through the more prominent use of visual and voice search?

And how is mobile use evolving and how is that impacting SEO?

How do you optimise for user experience?

Is quality always better than quantity?

Where does branding fit into this?

Topics discussed include:

Why will Accessibility be a ranking factor?

How important will it be?

What does Accessibility seem more important now than it used to be?

How will it impact rankings?

What legislation is going to enforce this?

What will SEOs and UX professionals have to do to comply with the law?

How will they know that their accessibility has improved?

What software can they use to monitor their site accessibility performance?

What software can they use to find new accessibility issues?

Read the full transcript of Heike's interview at https://majestic.com/seo-in-2025/heike-knip

Discussion points include:

How would you define accessibility?

In 2025, the European Union will enforce the European Accessibility Act - how would you summarise that and what does that mean for SEOs?

What are the areas that providing good accessibility offers beyond visual impairments?

-Cognitive disabilities: clear and straightforward content benefits those with cognitive challenges.

-Auditory disabilities: transcripts and captions make audio content accessible.

-Motor disabilities: ensuring keyboard navigability helps users who cannot use a mouse.

-Temporary disabilities and situational impairments: accessibility also addresses temporary disabilities and situational impairments: for example, a person with a broken arm might find it difficult to use a mouse but can navigate via keyboard, and a parent holding a baby might need to use voice commands instead of touch gestures.

And does inclusive language form part of this?

What are the business benefits?

What are some practical steps to get started with better accessibility today?

Discussion points include:

What changes have we seen to the European Accessibility Act?

How does this affect SEOs?

What are examples of the real data and facts around accessibility?

How do we measure the value of improving accessibility?

What are some big opportunities for SEOs?

Can we use AI to assist with this?

How does this fit into a digital strategy?

Discussion points include:

What AI search trends are you referring to?

How do you adapt to AI search trends with strong brand authority?

What does strong brand authority look like?

How do you measure strong brand authority in the age of AI?

How will AI search trends continue to evolve?

How will this impact the need to continue to adapt as a brand?

What are the key elements to creating a successful brand in 2025?

Discussion points include:

What does Customer Experience becoming the Alpha and Omega of SEO actually mean in practice?

Why is customer experience so important to SEO?

What data should SEOs be looking for to find out more about their users?

Which other in-house teams should you involve to make this a success?

What information are you looking to find out from customers?

What should you do with this information?

How should this data impact their SEO strategy?

How do SEOs know if this work has been a success?

Can you measure the success from revenue or more traditional SEO metrics?

How will customer experience continue to evolve in 2025?

Talking points:

Why is Search Marketing and Web Accessibility linked?

How would you define web inclusivity - and is this different from web accessibility?

How do you create an experience that’s welcome to everyone?

How do you ensure that your site is universally engaging?

How is paid search’s role changing?

What are some key aspects of web accessibility that big brands often get wrong?

How do you measure the impacts of good web accessibility?

How do you measure the financial value of proving better web accessibility?

Discussion points include:

When you talk about AI having a bigger role, what do you mean exactly?

How do we work in this kind of world?

What does this mean for the content that we publish?

How do we design and structure websites in order to retain value and protect unique valuable knowledge?

Are there any downsides to this?

Should we not just let our content be consumed by AI? Is that not inevitable? Will we not at least have a bit more brand exposure by doing that?

Discussion points include:

- Introduction to "SEO PR" and its importance.

- Guidelines - domain authority, traffic

- Key components: link quality evaluation, content strategy, outreach principles.

- Creating link-worthy content that serves both PR and SEO goals.

- Proactive link acquisition techniques in PR campaigns.

- Optimizing for high-value link placements and relevant anchor text.

Talking points include:

What do you mean by saying that no-one is going to be able to keep up with AI in 2025?

Should SEOs not try to use AI?

What do you mean by saying that you should remove the complexities of SEO?

What are the basics that everyone should get back to?

How do you ensure that you are focusing on the right basics?

How do you justify not focusing on AI to business leaders who might expect SEOs to have an AI strategy?

What does this mean for the future of SEO?

Read the full transcript of Simon's interview at https://majestic.com/seo-in-2025/additional-insights/simon-cox

Discussion points include:

How do you know who your prospects are?

How do you know what their needs and pain points are?

How do you know you’re answering the right questions?

What data do you use?

Can you use all this data together?

What tools do you use?

What does that look like from a content perspective?

What does success look like?

Why take this approach over something else?

Discussion points include:

Why salespeople and not other people in your organisation?

Should you interview all salespeople?

What topics should you focus on?

What questions should you be asking them?

How should you structure the interviews?

What should you do with the content?

How often should you do this?

After this, should you interview other people in the company?

Discussion points include:

How can SEOs fight back against AI-generated content?

How do we decide on the right long-tail questions we should be answering?

What platforms should we be trying to appear on?

Should we be happy to target zero search volume keywords?

When you talk about Building community through less traditional platforms - what platforms are you referring to?

What do you mean by partnering with customer teams to build websites that users actually want?

Are you concerned about AI’s ability to compete in the areas that you’re recommending in the future?

Discussion points include:

Omnichannel marketing (for SEO performance) turns the typical SEO approach on its head by influencing audience behavior to achieve results in the SERPs.

Google's leak plus what was revealed in the antitrust suit have made it clear that user interaction is one of the most powerful signals.

To influence behavior, users need to see and hear a message multiple times over a long period of time and they need to see social proof that what they are being asked to do is going to in some way benefit them.

SEOs can add wind to the sails of other channels by providing essential research, audience and competitor insights, and technical know-how. Getting people to search won't matter if the landing page isn't findable on search.

To further add value, the output of omnichannel marketing will naturally build up a brand's entity in search-- which also has value in terms of being visible in AI tools like Perplexity and ChatGPT.

Discussion points include:

What is agentic search?

What is an example of it?

Why is it so important?

How does it work?

What do SEOs need to do to prepare for it?

How do you measure success?

How do you pitch the value of this internally?

Read the full transcript of Gianluca's interview at https://majestic.com/seo-in-2025/additional-insights/gianluca-fiorelli

Discussion points include:

What do you mean by "Search Experience" and how is it different from the "Search Engine" optimization?

What about organic experience? (Discoverability on other platforms) ODO - Organic Discovery Optimization

Why is optimising for user intent, behaviour and expectations important in the new landscape of SEO?

Everyone is talking about AI. Do you see any implications of recent AI developments on Search Experience?

How can we use AI-powered tools and techniques to optimise for the overall search experience?

What are the most essential ingredients to ensure Search Experience Optimisation?

Discussion points include:

Why SEOs must speak the language of business?

What does speaking the language of business actually mean?

What does this mean for conversations with clients, tasks and reporting?

What kinds of activities are a good use of an SEO’s time in 2025?

What kind of reports do clients want?

Should SEOs give up on impressions. clicks, and rankings in 2025?

How else is the SEO role evolving?

What are the key skills that all SEOs need to embrace in 2025?

Is this skillset different for SMEs versus larger organisations?

Discussion points include:

What is personal branding SEO?

How do you build Your Personal Brand with Video?

How do you measure the value of this?

Why is building your Connections and Networking important?

What is an example of effective networking?

How do you attract clients from your network?

Are there other ways of measuring the value of building a network?

Should every SEO network?

Would you like to talk about any Success Stories in relation to this?

What have you learned along the way?

If you were talking to Dre from 5 years ago, would you tell him to do anything differently?

Talking points include:

What does this mean for SEO strategy?

How does social search intent impact SEO?

How differently do users search on social media?

How do you determine the type of content that you should be creating?

Can you create the same content for your website and social media?

What does this mean for user journeys?

How do you measure the value of convoluted user journeys?

Talking points include:

What are the key aspects of a technical SEO audit to communicate with developers?

How should this communication occur?

Over what timeframe should this communication occur?

How has what is necessary to communicate changed over time?

What are the aspects of a technical SEO audit that aren’t necessary to communicate with developers?

Read the full transcript of Rosemary's interview at https://majestic.com/seo-in-2025/additional-insights/rosemary-osuoha

Talking points include:

Why are users fleeing Google and turning to TikTok?

What are the types of searches on TikTok?

How do you Incorporate TikTok into your search strategy?

How do you catch all user touchpoints?

What do you optimise for in TikTok?

How do you combine this strategy with YouTube and your website?

How will AIO impact social search?

Discussion points include:

What are the benefits to seeking placements on non-login forums?

What placement / content type are you referring to?

Does the size of the forum matter?

How do you select the forum that is optimal for your business?

When you talk about getting data for paid and organic creative, what data are you referring to?

Why does this bypass the need to rank organically?

How do you identify if a forum has the right audience?

What kind of feedback are you looking for on forums?

Are there any other benefits to doing this?

Should you still try to rank your organic content on Google too?

Ashley says: “Audiences are diversifying the platforms that they’re leveraging for search and the search landscape is democratising.

As that happens, SEOs need to be democratising their content strategies to go across these platforms and leverage this search universe that’s emerging.”

Tory says: “Get out of the SEO silo and spend more time on platforms like TikTok, YouTube, Reddit, and Pinterest.

Understand how users are behaving there and use that data to inform your search strategy in terms of your content. What are users really loving and engaging with? Speak to that in your content and in your campaigns.

Discussion points include:

What are entities?

Why are entities a key aspect of SEO in 2025?

What are some specific steps that an SEO can take to do a better job of incorporating entity SEO into their 2025 strategy?

How do entities integrate with the bigger SEO picture or the bigger marketing picture?

How do you measure entity SEO success?

Katherine says: “Look beyond on-page optimizations and traditional KPIs.”

Why is this important?

“Lately, the search engine results page has been crazy, which is likely in an attempt to tackle AI-generated content.

Google has made so many changes to the SERP in the past year. We are seeing a boost in user-generated and crowdsourced content, and many SEOs have complained about Reddit pages outranking blog pages and TikTok and YouTube videos appearing for certain keywords.

Ebere says: “With the way things are going, it’s almost impossible to lay your hand on a specific tip.

Aside from the classic advice of allowing your sites to be crawlable and indexable so that your website can be found, every SEO should focus on spending as much time as possible where their targeted audience is spending the most of their time.”

Read the full transcript of Ebere's interview at https://majestic.com/seo-in-2025/ebere-cecilia-jonathan

Izabela says: “Think beyond Google and start optimizing for other search engines and other platforms.

What other search engines should SEOs be optimizing for?

“We should definitely start thinking about Bing when we talk about search engines. Of course, Google is still the master, and they own the majority of search queries, but Bing is slowly climbing back. It’s getting some of Google’s percentages from the search market."

Read the full transcript of Izabela's interview at https://majestic.com/seo-in-2025/izabela-wisniewska

Alex says: “Stop obsessing about – and experimenting too much with – how to game the way that new technology interacts with the SERPs.

I’m mostly referring to AIO (AI overviews) and the way that’s starting to take over search results pages.”

Read the full transcript of Alex's interview at https://majestic.com/seo-in-2025/alex-moss

Talking points include:

What do you mean by crafting Your Brand Story with Precision and Impact?

Why is this important?

How do you do this using SEO & PPC In Synergy?

What tools do you use?

What lessons can SEOs learn from PPC?

What questions should SEOs be asking paid search experts?

What data should they be sharing?

How does this impact the brand story?

Read the full transcript of Serge's interview at https://majestic.com/seo-in-2025/additional-insights/serge-nguele

Mufaddal says: “Stop worrying about AI overviews.

Obviously, it’s the most discussed topic but, from my point of view, AIO is not a threat to SEOs or organic traffic. In fact, it is going to help us maintain the traffic that we’re getting.

It’s not a threat. It’s something that is going to aid us.”

Read the full transcript of Mufaddal's interview at https://majestic.com/seo-in-2025/mufaddal-sadriwala

Pam says: “Focus on optimizing for AI overviews in Google, Bing, and even OpenAI’s forthcoming search engine – as well as the 10 blue links.

You can sort of think of them as one and the same because initial studies show that getting into Google’s AI overviews often means you’re ranking in the traditional 10 blue links as well.”

Are all the websites referenced in the AI overviews going to come from the first page?

“Hopefully we’re going to see that diversify a bit. This could be an opportunity for SEOs to get more exposure for smaller businesses, if you optimize specifically for the long tail queries and answers that show up in AI overviews."

Read the full transcript of Pam's interview at https://majestic.com/seo-in-2025/pam-aungst-cronin

Eli says: “Everyone’s been talking about using AI for SEO, and they’re focusing on the wrong aspect of it.

AI shouldn’t be used to create content; it should be used to understand your users and figure out who they are. You can then use AI to create some of that content, but the magic of AI is understanding the things that you wouldn’t already know about your users.”

Is there a particular AI that you’re using?

“I was using ChatGPT, then I moved over to Gemini. I tried Perplexity but it always introduces itself by repeating the prompt, and I find it really annoying."

Read the full transcript of Eli's interview at https://majestic.com/seo-in-2025/eli-schwartz

Folashade says: “Analysing support queries is crucial for identifying customers’ pain points, uncovering their search intent, and discovering patterns and emerging trends in 2025.

You can also use topic modelling to enhance your SEO strategies.”

What are the best support queries to analyse?

“There are a lot of different ones, obviously. You can get them from contact forms, calls, emails, etc. It all depends on the platform that you use to gather these support queries."

Read the full transcript of Folashade's interview at https://majestic.com/seo-in-2025/folashade-uba

Talking points include:

When you say 10x stronger, what do you mean by that?

How do you know where your audience's demand starts?

What tools do you use to determine this?

How do you know how to meet that demand?

How do you know that this demand will convert to web traffic?

How do you measure success?

In general, what are some most effective demand generators for different types of businesses at the moment?

Read the full transcript of Travis's interview at https://majestic.com/seo-in-2025/additional-insights/travis-tallent

Michael says: “Avoid ultra-competitive topics with limited intent by mining sales conversations for bottom-of-funnel content.”

What are examples of ultra-competitive topics?

“Project management is a big one. Right now, monday.com ranks for ‘project management’, but there’s mixed intent around that query. There are people looking to become project managers and people trying to understand what project management is, and they’ve got a strong position there."

Read the full transcript of Crystal's interview at https://majestic.com/seo-in-2025/michael-macmillan

Garrett says: “Understand the role of cognitive biases in SEO. Our brains play a lot of tricks on us. When people are searching for things, we can be deceived by the shortcuts that our brains take. These cognitive biases influence the type of information that we’re seeking, and SEOs need to pay attention to them.

We all bring context into our searches: how our day’s going, our jobs, what we like, our families, etc. That influences the type of information that we’re looking for. There are hundreds of cognitive biases, and they influence the way that we search, the queries we put in, the results that we see from Google, and the results that we ultimately choose."

Sarah says: “Start using psychology to stay ahead in the SERPs.

The reason why I say that is because, if you don’t have any content, you’re not going to rank. If you don’t have any user experience, you’re not going to get any conversions. If you don’t have any CRO, you’re not going to get any conversions."

Read the full transcript of Sarah's interview at https://majestic.com/seo-in-2025/sarah-presch

Christopher says: “I work with B2B customers, so my focus is on them succeeding with SEO. In B2B, customer journeys are very long, with lots of touchpoints and lots of influences.

I recommend that you map out the customer journeys for your desired prospects. That way, you will really understand the importance of SEO because a lot of those touchpoints are going through organic traffic today."

Read the full transcript of Christopher's interview at https://majestic.com/seo-in-2025/christopher-hofman

Talking points include:

What is Omnichannel SEO?

What impact is AI having on this?

You mentioned that it's becoming increasingly crucial to understand that exclusively aiming for the number one ranking on Google is not sufficient - what should the additional aims be?

How do you own more of the search space?

How do you measure the impact of this?

How do you incorporate this into a strategy?

Who else should be responsible for this?

How do you keep an eye on other future trends?

Read the full transcript of Ramona's interview at https://majestic.com/seo-in-2025/additional-insights/ramona-joita

Jake says: “Don’t lose sight of the people that you are actually trying to reach through SEO.

As things like AI become ever-present in our lives and working plans, you should be tapping into the human side of search. It’s going to be even more important that you’re connecting with the users who are searching for your brand or visiting your website.”

Read the full transcript of Jake's interview at https://majestic.com/seo-in-2025/jake-gauntley

Becky says: “With the ramping up of AI, we need to start thinking about how behaviour is going to change.

We’re seeing a lot of search engines integrating it into how the algorithm works and the results that they’re showing, and we want to think about how behaviour will change."

Read the full transcript of Becky's interview at https://majestic.com/seo-in-2025/becky-simms

Mark says: “You should be monitoring search intent shift. Be aware of when what users want, and what they mean when they use a search term, changes over time – and adapt accordingly.”

How do you find out what users want?

“That’s the million-dollar question. Intent shift happens in several different ways. Some are ways that people are already aware of, and others are harder to recognise because they are happening in the background."

Read the full transcript of Mark's interview at https://majestic.com/seo-in-2025/mark-williams-cook

Aleyda says: “Target and focus more on answering the long tail queries of your users.

We are going to see a much bigger and more important impact from those as a consequence of the AI overviews and personalised AI results that we expect to have in the not-too-distant future.

Read the full transcript of Aleyda's interview at https://majestic.com/seo-in-2025/aleyda-solis

Talking points include:

What is topical authority?

Tell me about the Sitefocus score in latest Google score

Why is authority so important in the eyes of Google?

How do you determine what Google think your topical authority should be?

What to do if Google gets it wrong

How to change your topical authority

Read the full transcript of Tom's interview at https://majestic.com/seo-in-2025/additional-insights/tom-winter

Charlie says: “Keywords do still matter.”

Why do some people not believe that to be the case?

“I don’t know if it’s off the back of AI developments, but a lot of people have been talking about keywords being dead and saying that you should stop focusing on them. They quite rightly mention entities, which should absolutely be at the forefront of any high-volume SEO strategy.

Read the full transcript of Charlie's interview at https://majestic.com/seo-in-2025/charlie-whitworth

Martha says: “Start to think about entity SEO and managing your content knowledge graph.”

How would you define an entity?

“I always like to think about an entity as a thing. When you’re in a business, you can think about the most important strategic ‘things’ for the business. What makes an entity different from a keyword (or a word in general) is that it is multi-dimensional. You can describe that entity and how it relates to other things.

Read the full transcript of Martha's interview at https://majestic.com/seo-in-2025/martha-van-berkel

Ulrika says: “Utilise entities – not only for content creation, as we have been doing for quite some time, but also for brand optimization.

You can make your brand properly stand out in the search results by optimizing the entities around the brand.”

Read the full transcript of Ulrika's interview at https://majestic.com/seo-in-2025/ulrika-viberg

Jason says: “You need to focus on Entity Optimization for EEAT, or what we at Kalicube call NEEATT.”

Entity Optimization starts with entity understanding, is that correct?

“Yes, 100%. Without entity understanding, there is no basis for EEAT. It is essential that you ensure Google understands who the creator or publishing entity behind the content you publish is. Without that understanding, EEAT means nothing.”

Read the full transcript of Jason's interview at https://majestic.com/seo-in-2025/jason-barnard

Talking points include:

What do you mean by a multi-function approach to SEO?

How has SEO evolved throughout the organisation over the past few years?

Who’s responsible for different aspects of SEO nowadays?

What are the changes driven by?

What are the advantages to these changes?

What does this mean for tracking SEO performance?

If an organisation isn’t set up like this, how can a head of SEO start to implement these changes?

How should different SEO in-house departments be trained on the value of SEO?

How will this continue to evolve in the future?

Read the full transcript of Reena's interview at https://majestic.com/seo-in-2025/additional-insights/reena-bowden

Crystal says: “Manage your brand entity for visibility in generative search engines and tools.”

Why does generative search visibility mean that you should rethink your brand entity?

“One of the things that’s really important to consider is the way that LLMs work and the way that people are using them on a regular basis.

Over the last year, search has become very dissipated and decentralised. Rather than just using Google or Bing, people are searching across multiple search engines – including LLMs and tools like ChatGPT, Perplexity, Claude, and Gemini – to find their answers.

Find out more here: https://majestic.com/seo-in-2025/crystal-carter

Casie says: “Brand mentions are the new links.

Considering what we’re seeing with AI overviews, Reddit, and Quora, forums are back. Fortunately or unfortunately, it’s where you’re going to have to spend your time.

AI overviews are pulling from these various places. I can’t tell you how many searches we’re seeing Reddit pulled up for. Lily Ray recently assessed people who lost traffic and are now ranking number 2. Guess who they’re behind? Reddit.

Find out more here: https://majestic.com/seo-in-2025/casie-gillette

Rana says: “Everything is changing, so build trust and focus on brand awareness for your clients.”

Why do you believe that traditional metrics are losing their importance?

“In the SEO world, we live with change, but what’s going on now is changing everything. We have witnessed a change in the ranking of websites, for example. SERPs are moving and some websites that have always been in the top positions are losing out to new websites.

Read the full transcript of Rana's interview at https://majestic.com/seo-in-2025/rana-abu-quba-chamsi

Annika says: “Make brand SEO a firm part of your analysis and strategy.

Consider brand almost as a superpower for websites and companies. I would count it as one of the three main pillars that can give you a huge competitive advantage.

The first pillar is topical authority, which is about content and content marketing within SEO. The second pillar is link authority, and the third pillar is definitely brand. Although brand is part of both of those other elements, there are ways that SEOs can analyse it and make it a firm part of their strategy.

Read the full transcript of Annika's interview at https://majestic.com/seo-in-2025/annika-haataja

Talking points include:

What does working in an agile way actually mean?

What are the benefits of working in an agile manner?

What are the practical steps that you can take in order to shift to Agile SEO?

Are there elements of SEO that can’t work in an agile approach?

What are examples of tasks that work really well using an agile approach?

Does an agile approach help you get things done more quickly?

How do you define what needs to be done first?

How do SEOs move from their current approach to a more agile approach?

Does working in an agile way help you work more effectively with other departments?

What are the first steps that an SEO needs to take to find out more about Agile?

Read the full transcript of Grégory's interview at https://majestic.com/seo-in-2025/additional-insights/gregory-domine

Rejoice says: “Start incorporating and integrating brand archetypes into your content strategy to align your content and identify buyer personas.”

What is a brand archetype?

“Brand archetypes are a set of 12 frameworks. It is a more psychological approach to developing emotional connections with your audience through your brand. A lot of brands inherit these different distinct personas that can represent a brand identity and create a narrative within your audience about what the brand is."

Read the full transcript of Rejoice's interview at https://majestic.com/seo-in-2025/rejoice-ojiaku

Ash says: “Digital governance is lacking in most web-enabled businesses, at least in a formal sense.

Although websites have been around for 20 years or more, their execution tends to be ad hoc, ultimately resulting in a less-than-ideal outcome for the business.

‘Digital’ is a loose term that people use when they think of computers. In the context of governance, it covers websites, social media platforms, our software if we make software, and apps for mobile phones and tablets if we make apps. The definition tends to vary a little. It usually implies the internet; it doesn’t have to, but it usually does.”

Read the full transcript of Ash's interview at https://majestic.com/seo-in-2025/ash-nallawalla

Anthony says: “I’m going to explain how to get optimal results from an agency and how an agency can get good results from their client.

It’s all about working together and focusing on that relationship.”

What does an optimal client-agency partnership look like in 2025?

“Traditionally, it would just be: ‘We pay you, you do work.’ Then, sometimes, the client won’t actually know what you’re doing and it just keeps on rolling and rolling."

Read the full transcript of Anthony's interview at https://majestic.com/seo-in-2025/anthony-barone

Anna says: “Integrate SEO into the business better so that you can talk finance and get those CFOs to give you a budget.”

Is it an SEO’s fault when they don’t get the budget or a CFO’s fault?

“It’s a bit of both. There is a balance and tension between CFOs and CMOs. Apparently, 40% of CFOs don’t think that CMOs and marketing people can speak business, and marketers also don’t think that finance people understand marketing."

Read the full transcript of Anna's interview at https://majestic.com/seo-in-2025/anna-bravington

Talking points include:

How do you create content for each stage of the buyer journey?

How do you establish user intent?

How do you know what type of content to write?

How do you measure success?

Read the full transcript of Otuto's interview at https://majestic.com/seo-in-2025/additional-insights/otuto-umeji

Adrijana says: “Stop under-earning.”

Are SEOs bad at charging what they’re worth?

“Yes, because people are not respecting them enough. That is why we lack confidence. Money, and money mindset, is a specific topic that not a lot of SEOs are talking about. Whenever we mention money, there is a negative attitude around it. People say that it’s not all about the money and they will say they’re getting enough."

Read the full transcript of Adrijana's interview at https://majestic.com/seo-in-2025/adrijana-vujadin

Lucia says: “Prove the value of your e-commerce SEO.”

How do you prove the value of it?

“In this world, where acquisition remains a challenge and marketing budgets are tight, we want to demonstrate that SEO is bringing in the people you want. Retailers are looking well beyond the campaign level. They want to understand their whole sales portfolio and how it's growing over time. Therefore, you want measures that don't stop at the level of the activity, engagement or a sales total."

Talking points include:

What data analysis are you referring to when planning a strategy?

Where are the best sources of data?

What are some examples of what-if scenarios that you are referring to?

Link profile may not be what you want it to be?

Content may not be what you hoped it would be?

How does this help to navigate ambiguity and the unknown?

What type of ambiguity are you trying to avoid?

Why is it important to do this?

How does this measurable impact your SEO success?

How often should you be planning SEO strategy?

What else should be incorporated in an SEO strategy?

Talking points include:

Why do you need to add social media to your search strategy?

What does this mean in practice?

What social media are we talking about?

What content works best on different social media sites?

Why does this fit as part of a search strategy?

How do you measure success on social?

How do you measure success as part of an integrated search strategy?

How will this continue to evolve in the future?

Talking points include:

Why is building a brand with your own story so important?

How do you craft your story?

Where should you publish your story?

How does your brand story interweave with the rest of your content marketing efforts?

What measurable impact does this have on your SEO success?

How often should you hone your story?

Is this more effective than link building?

Read the full transcript of Desmond's interview at https://majestic.com/seo-in-2024/additional-insights/desmond-boateng

Talking points include:

What does Balanced/consistent link building look like?

What links are good links in 2024?

How many should you be building a month?

What are the limits you talk about?

What does constant content creation look like?

What content is best?

Why does this help compete with larger companies?

How do Google updates benefit rankings?

Read the full transcript of Ahmed's interview at https://majestic.com/seo-in-2024/additional-insights/ahmed-bhula

Talking points include:

What are the customisation options?

How should SEOs be customising them?

Why should SEOs be using them?

Should SEOs get assistance from a GA4 professional?

What data is available?

How should SEOs be using this data?

What other software do you like to connect to GA4?

Are the customisation options likely to change again in the near future?

Read the full transcript of Kyle's interview at https://majestic.com/seo-in-2024/additional-insights/kyle-rushton-mcgregor

Discussion points include:

Why should SEOs be testing opportunities using PPC?

How should they define the opportunities to test?

What does the testing process look like?

What software should they be using?

How do they select a winner?

What do they do once a winner is selected?

What's your opinion of SEO and PPC ranking for the same term - should PPC be turned off?

Read the full transcript of Sophie's interview at https://majestic.com/seo-in-2024/additional-insights/sophie-fell

Discussion topics include:

How do you build a strong, recognizable brand around a specific topic?

How can you ensure that people remember your brand after reading your content?

What content do you prefer to publish?

Where do you publish your content?

How do you measure the SEO value of this?

How do you view AI content?

Read the full transcript of Dani's interview at https://majestic.com/seo-in-2024/additional-insights/dani-leitner

Discussion points include:

How do you team up with AI?

What AI do you recommend working with?

How do you deliver content that is more valuable than you could before?

How do you know it is more valuable than previous content?

What are the risks to doing this?

When you talk about doing this at scale - what scale level are you talking about?

Is it possible to compete without using AI?

How do you think your strategy will continue to evolve over the coming few months?

Discussion points include:

How do you know if you have a strong, authoritative domain? What metrics do you use?

How do you make your domain more authoritative?

What do you mean by ‘publish as much as you can’?

What form of content works best?

How do you measure the success of your content publishing?

How has your content publishing strategy changed over the years?

How is AI affecting your publishing process?

Discussion topics include:

What is Zero-Lead marketing?

What standalone insights and information are you referring to?

Why is there no need to convert?

What are the benefits to this?

How does this impact SEO strategy?

How does it work with other channels?