SEO in 2025

Rana Abu Quba Chamsi shares the importance of mastering your video SEO.Discussion points include:What do you mean by video SEO - optimizing video to appear on the SERP?What type of business is video most suitable for?What’s the ideal length and format? How do you optimize? What’s your process?What are some other video-based platforms that you optimize for and how is that optimization process different?What kind of intent does video traffic have and does that differ to other traffic?How does video fit into the overall content mix?How is AI impacting video optimization?What is the future of video optimization?

Amit Raj shares the importance of building relationships before you link build.Discussion points include:How would you define a valuable link?What do you have to give to obtain a valuable link nowadays?How do you stand out with your outreach?Is that link a logically relevant link between those websites?Does it provide value?Is your outreach relevant and genuine to the receiver?Are you approaching sites with something that will genuinely resonate, and that their audience would benefit from?

Debbie Chew emphasises the importance of staying on top of link and mention building.Discussion points include: Why build mentions?What do you mean by generative AI chatbots and search being influenced by listicles?What do you mean by that you shouldn’t "blindly" build links to pages without regularly revisiting the SERPs?What are the link building tactics to focus on in 2024?

Andreas Voniatis shares the importance of optimizing internal links to increase the relevance scores of target content.Discussion points include:What scoring system do you use to analyse the relevance scores of target content?What are the data sources requiredWhat are some data cleaning tipsHow do you determine anchor text relevance with python functions? How do you use statistical distributions to model the relevance and highlight under-served target content?

Katherine Nwanorue shares the importance of linking sub-categories to parent categories as part of your on-page SEO strategy.Discussion points include:What about linking the other way around - from the main category body content to the minor category page?Why do this if there are links on the navigation menu?What measurable value does this provide?Does this make it more likely for the pages to be indexed?Will it result in higher rankings?Is the keyword text within the links important?How many links per page do you recommend?Any other internal link strategies that you recommend?Can this be automated?

Veronika Höller shares that adopting search generative experience as your SEO strategy in 2024 is pivotal.Discussion points include:How is SGE changing the SERP?What markets does this affect at the moment?What timescale are we looking at for full international roll-out?What industry sectors does this affect the most?What about queries - what types of queries does this affect the most?What does this mean for the way that we write or optimize content?How are other search engines changing?Does this reduce the impact of Google as an organic search discovery channel?Do we have to turn to other content mediums like YouTube, TikTok or podcasts?

Anna Uss shares the importance of understanding the full advantage of internal link optimization.Discussion points include:How do you build an internal links strategy?How important is it to have your target keyword phrase in internal links?Where should you have your internal links?How often does your internal links strategy need to be reviewed?Why is having an internal links strategy so important?Can you have measurable success thanks to an internal links strategy?What tools do you use to help manage your internal links?

Bill Hartzer shares the importance of understanding the whole link profile of your website, not just the tier 1 links.Discussion points include:How deep do you go?What impact do the 2nd and 3rd tier links have?What tools do you use to research this?How can you affect the 2nd and 3rd tier links?How often should you be working on this?How do you build a multi-tier link building strategy?

Mark Williams Cook discusses why you should use AI assistance to validate long-form content that fulfills intent.Discussion points include:What type of content is this for?How do you use AI to validate long-form content that fulfils intent?What does validation mean?Why is this valuable?What AI tools do you use?How does doing this at scale provide an easy map of what needs improving?What does ‘scale’ mean?What does an easy map of what needs improving look like?

Natalie Arney believes that reduce, reuse, recycle applies to your website as well as the products you use.Discussion points include:How do you Reduce, reuse, and recycle content?How do you review your content?How do you determine what you already have provides value?How do you provide more value?How do you ensure that content stays relevant - or do you always have to review content?What style of content are users typically enjoying at the moment?