SEO in 2025

David and Carlos discuss why it's crucial to diversify your content strategy in the age of AI.Talking points include:How would you summarise the way that AI is transforming content marketing?Why diversify your content strategy with video?Why did you mention TikTok first?What does a good TikTok SEO strategy look like?Why does this fit into the customer journey?What other video platforms do you recommend?How do you measure the impact of a video SEO strategy?How do you think that this will continue to evolve over the coming year?

David and Kalin discuss the importance of accepting that you don't always know what is going on.Talking points include:What do you mean by that?What precisely do you have to accept you don't know what is going on?Why does this matter?How does this impact the way that you actively do SEO?How does this impact the software that you work with?How does this impact your strategy?How does this impact the way that you manage a team?To turn your tip around, what should you know that is going on?

David and Tamara discuss the importance of ensuring that your link-building strategies align with user needs rather than algorithms.Talking points include:How do you align your link-building strategies with user needs?What kind of user needs are you referring to?You talk about evading spam risks during core updates - what spam risks are you talking about and can you give me an example of a core update that has made it more likely for a site to be flagged as a spammer?Should you just target your link building strategies at driving traffic now?What mistakes do you tend to see with link building strategies?What link building strategies tend to work best now?What metrics track user-focused link-building success for SEO?How is link building changing in the world of AI?

David and Rejoice discuss why you should expand your content ideation and keyword research beyond Google.Talking points include:What do you mean by Social Media SEO?How do people begin their searches on social media?How do you track this?How can you determine the most appropriate content ideas to be targeting?How do you optimise for social media?Where does this fit into the customer journey?Do you find that people use Google search as well, further down the buyer journey?Can you determine keyword volumes?How can you forecast likely results based on what you intend to target?

David and Naomi discuss the importance of using your internal data to find exactly what your customers want.Talking points include:What internal data should you be utilising?What are examples of wishes that you’ve discovered that customers are looking for?What sort of experience are you talking about when you’re saying that this is what you should use to address this?What systems and tools do you use to make this procedure more effective?What measurable impact does this have on SEO?Competitors - how do you know that their content is hitting it out of the park?

David and Lucia discuss the importance of breaking the built-in failure cycle and running campaigns that delight your client.Talking points include:What is the built-in failure cycle?What causes it?What can you do to stop it and change it?What are examples of campaigns that delight a client?How do you make this more likely to happen in the future?How do you replicate this or automate this?

David and Dan discuss why Time to Result - is key when planning page content.Talking points include:What do you specifically mean by TTR - it sounds like Largest Contentful Paint!What are the key ways to ensure that the user’s key initial focus is on the content that is likely to satisfy their query?What are some of the mistakes that websites make to distract users from what they’re looking for?How can SEOs help to avoid this?How can you measure the impact of this from an SEO perspective?How does this impact best practice for mobile design?How will user satisfaction continue to impact SEO success in the future?

David and Alex discuss the importance of not letting AI take over your content strategy.Talking points include:What is a good use of AI?How do you know if you’re using AI too much?How do you measure the impact of creative, helpful and unique storytelling?Why will this always shine through?Why won’t AI ever take over creative, helpful and unique storytelling??How do you use AI tools most effectively?

David and Josh discuss the impact of updating your information on Wikipedia/Wikidata.Talking points include:What is Wikidata for the uninitiated?How does Wikipedia and Wikidata impact search results?How does the new AI world use Wikipedia and Wikidata?What information do you need to update to take advantage of this?Should you update your Wikipedia listing by yourself?How often should you update or refresh your listings?How do you think AI will continue to evolve to make use of Wikipedia and Wikidata?Are there any other Wiki sites that SEOs should be aware of?

David and Sarah discuss how change and challenges are inevitable in SEO, and what to do about this.Talking points include:How often is it changing?How often do rankings change?What trends do we need to look for?Should we bother with chasing algorithms?What is Google changing about the SERP?What do we do when Google takes something away?AI – challenge, people worried about taking jobs - what are the solutions?What do SEOs need to get familiar with when it comes to AI?