The Brighton SEO conference, as the name states, held in Brighton, UK, unites the brightest minds in the SEO industry from across the world. This conference highlights the latest trends, strategies, and innovations in search engine optimisation (SEO) and as digital marketing continues to evolve, insights from events like this empower businesses to navigate the complexities of SEO and help inform their organic search strategies.
John Bachtiger-Millard, SEO and Digital Specialist at Molokini, has distilled the content and learnings from the conference into nine key takeouts, that will be crucial for any online marketing strategy in 2025 and beyond.
1. The Importance of Brand Awareness
Brand awareness is becoming increasingly crucial for success in SEO. As search engines factor in brand signals – like branded search volume and media mentions – investing in top-of-funnel marketing can help position your brand effectively. This proactive approach allows you to focus on your audience rather than solely on algorithm changes.
2. Structured Data: Now a Necessity
Structured data has become more important than ever. Proper implementation across all web pages can significantly enhance your visibility in search results. With the rise of AI-driven features like rich snippets and featured snippets, ensuring your content is well-structured and marked up correctly is vital for capturing attention in a crowded SERP (search engine results page).
3. Optimising for Large Language Models (LLMs)
As AI technologies advance, it’s crucial to structure your content in a way that is easily readable by LLMs such as OpenAI’s ChatGPT and Microsoft’s Copilot. This means using high-quality imagery and video, as well as ensuring your text is clear and concise. The goal is to create content that not only appeals to human readers but also meets the requirements of AI algorithms.
4. An Omni-Channel Approach
While Google remains the dominant player in search, a strategic omni-channel approach is essential. This means diversifying your presence across various platforms, including social media and emerging search engines. By doing so, you can reach a broader audience and mitigate the risks associated with relying solely on one platform.
5. The Zero-Click Movement
The trend towards zero-click searches – where users find answers directly on the SERP (search engine results page) without clicking through to a website – is reshaping how we think about SEO. With features like AI overviews and featured snippets taking precedence, it’s crucial to adapt your strategy to ensure your content is still discoverable and engaging.
6. Leveraging AI as a Tool
AI should be viewed as an assistant for content writers, not a replacement. The most effective use of AI involves short, context-rich prompts that build upon previous interactions. This approach allows for more nuanced and relevant content creation, enhancing the overall quality of your output.
7. Expanding Keyword Research
Keyword research is evolving. In addition to traditional tools like Semrush, it’s increasingly important to explore platforms like Reddit, Quora, and TikTok. These sites are becoming valuable resources for understanding user intent and discovering trending topics, particularly as they gain traction as search engines in their own right.
8. The Role of Website Speed and Hosting
Website speed and reliable hosting are foundational elements of SEO. A fast-loading site not only improves user experience but also positively impacts your search rankings. Ensure you partner with a hosting provider that prioritises speed and performance.
9. Sustainability in SEO
As sustainability becomes a more pressing concern, integrating sustainability strategies into your content is essential. This includes creating dedicated pages and content that highlight your brand’s commitment to sustainable practices, which can resonate with increasingly eco-conscious consumers.
Conclusion
The landscape of SEO is constantly changing, and adapting to these shifts will only feed your success. By focusing on brand awareness, structured data, an omni-channel approach, and leveraging AI effectively, you can position your brand for growth in an increasingly competitive digital environment. Speak to Molokini about supporting your digital marketing, through the creation and delivery of a successful SEO strategy for your business.