SEO in 2026

Jonathon Roberts shares the importance of building bespoke web apps that automate SEO workflows - like site audits, schema generation and for in-house reporting - by integrating search-engine APIs and real-time dashboards to drastically speed up your optimisation process. Talking points include: What are bespoke web apps that automate SEO workflows? Why can’t we rely on standardised SEO platforms?...

Ulduz Ismayilova shares that with AI disrupting top-funnel visibility, SEO strategies must evolve to capture bottom-funnel, conversion-ready traffic. 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 funn...

Katie Thompson shares the importance of getting expertise straight from the source - EEAT is still important and the most valuable content will come from those who have interviewed real-life, human experts. 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...

Ryan White shares that mastering the basics now has never been important, but those basics have changed, where understanding data is now a key soft skill. 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...

Callum Lockwood shares that optimising for Google Organic product grids is more important than ever. 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?

Hannah Fox shares the importance of being strategic with your keyword research. 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?

In this episode Charlie Marchant says that AI search is on the rise. 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 fun...

Pieter Serraris discusses with David Bain how logfile analysis is an SEO and GEO goldmine that is too often left untouched. 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

Priya Verma shares the importance of making analytics ready for your SEO to be able to track data effectively. 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?

Christian Rigg shares why there's never been a better time to bridge any gaps between SEO and brand marketing. 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 toge...

John Iwuozor shares the importance of starting to build your brand authority and direct audience relationships now. 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 growt...

Konrad Szymaniak shares the importance of using conversational SEO and query data clustering via machine learning. 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?

Ninsiima Rukandema shares the importance of combining SEO and CRO and growing collaboration between these functions. 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?

Tom Rawle shares the importance of creating content that AI can't create. Build relevant, informative, unique, authentic content for on-page and off-page SEO that can't be replicated. 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 Slater shares that it's essential to learn to write better content instead of relying on AI. 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...

James Hocking shares that all Generative AI tools rely on traditional search results to answer questions, and most (Google excluded) rely on Bing for web search. 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...

In this episode Erin Simmons shares that in 2025, your best SEO edge is joining communities — they give you the real language of your audience for better content and earn you trust that fuels brand visibility across search and AI. 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...

In this episode Simone de Palma shares 3 key tips... 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

Greg Heilers shares that it's hard to imagine a future in which building a brand is a negative ROI activity. 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 d...

Kerstin Reichert discusses the importance of the Yin and Yang of SEO - being human in an AI-driven world. 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 com...

Bruce Clay shares that SEO will be more important in the future: AI is an influencer, PR is vital, and conversion rate optimization going to be more integrated into the SEO effort. 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 k...

Gagan Ghotra shares that expertise combined with opinions of people is what matter. 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...

Vince Nero advises focusing on relevancy in 2025, meaning less outreach, fewer links, and less Content. 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?

Jon Mest shares that there are proven ways to smartly rank better in the AI models. 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 intervi...

Petra Kis-Herczegh shares how you can learn anything through identifying your transferable skills. 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 t...