Alex Moss, Principal SEO at Yoast and co-founder of Firecask, along with SEO consultants Dani Leitner, Andy Frobisher, and Sukhjinder Singh, discuss the transformative changes in SEO over the past year. They explore AI's growing influence on SEO practices and the essential adaptation required from professionals. The group debates the risks of losing topical authority amid new spam policies and emphasizes the need for a strategic understanding of buyer journeys. They also highlight the importance of diversifying skills in digital PR, including experimentation with platforms like TikTok.

Dani Leitner, an SEO consultant and trainer focused on German-speaking markets, joins to discuss building topical authority. She reveals how Google assesses this authority and strategies to showcase expertise through guest posts and conference speaking. The conversation dives into the complexities of language in SEO and the risks of relying too heavily on AI for content creation. Dani emphasizes adapting strategies to audience knowledge and highlights the need for collaboration between SEO professionals and content creators for better results.