SEO in 2025

Keith Goode shares that SEO Product Management is the natural progression of Technical SEO.Talking points include:What is SEO product management?What does the day-to-day life of an SEO product specialist look like?Why is SEO Product Management the natural progression of Technical SEO?Why does SEO Product Management help you go from just building audit lists to implementing changes?Should every SEO be considering this?What skillsets are developed?

Cathryn Stormont shares the importance of keeping track of the performance of core web vitals and overall site user experience.Talking points include:Why are your core web vitals so important to UX?How can you improve your core web vital scores?Are these metrics likely to change or be added to over the next couple of years?Are there any other key metrics that are important for UX?

Montserrat Cano advises the importance of getting to know your audience by undertaking market and competitor research to help overcome risks.Talking points include:How do you undertake market and competitor research to help overcome risks?Why does this work both in primary and global markets?Why does it help to overcome bias?You also talk about Avoiding Logical Fallacies in SEO & Broad Marketing - what do you mean by that?How does this process help you to maximise your budget?Why does this help you Avoid alienating potential customers?What data should you be gathering?Where should you get data from?How often should you be doing this?

Maria Scheibengraf shares that in your international SEO efforts, translation and SEO shouldn't be separate tasks performed by separate professionals.Discussion points include:Why does translation and SEO need to be the same task?What happens if these tasks aren’t tackled together?Surely technical SEO and content creation are quite different tasks?What aspects of SEO do people who are translation specialists commonly miss out on?What aspects of getting translations right do SEO specialists generally get wrong?How do you ensure that translations are correct for the local region?What tools does an SEO need to do both of these tasks effectively together?How do you determine if a translation has been effective?Do localised translations need to be optimised differently for local search engines?Is AI not impacting the need for localised translations?

Joseph Kahn explains why adapting to the Local SEO Evolution is key.Talking points include:What changes in local search algorithms are you referring to?How is ‘features with AI’ affecting local SEO?How do you optimize for "near me" searches ?What do you mean by optimizing for location-based queries using AI?How do you leverage user-generated content for local SEO using AI?

Sean Barber shares why tracking LLM traffic matters.Talking points include:Why does tracking LLM traffic matter?How do you go about doing this?What LLMs are driving the most traffic at the moment?How should an SEO optimize for LLMs?What are some specific steps that SEOs should take to optimize for LLMs?Why is this important compared with other SEO activities?How is the LLM space evolving?What does this mean for the future of SEO?

Edward Ziubrzynski explains why global EEAT needs to be a local strategy.Talking points include:What do you mean by EEAT being a local strategy?How could an EEAT strategy vary in different locations?What local considerations do brands generally need to be aware of?How do you strategically roll this out if you’re a big company?How does this improve your SEO?How do you measure the success of this?

Myriam Jessier and David Bain talk about the importance of tackling local marketing and SEO with cognitive insights.Discussion points include:What do you mean by cognitive insights?How can cognitive insights help with local marketing?How can familiarity help to build your brand?What’s an example of hyper-localised content?How do you deliver hyper-localised content?What are the benefits of delivering hyper-localised content?

Maximise your global reach by treating each international market as unique and creating tailored campaigns that resonate with local audiences.Lau Miguez and David Bain discuss:What do you mean by treating each international market uniquely?You say Transcreate, Don’t Translate - what does that mean?What other content creation tips do you have when trying to appeal to a local market?Why do you have to understand the local Media Landscape?How do you use the local media?How do you get to know the local audience?You advise on appreciating local Cultures and Subcultures - what does that mean in practice and how does this help to create a more impactful campaign?

In this episode, Sinead shares that you should find ways to look beyond what SEO tools show you, and that you sometimes you have to go manual to stand out.Discussion points include:What are examples of not getting enough information from tools?When Media databases don't show you the most relevant contacts, how do you get the most relevant contacts?You say that Google doesn't always show you all the relevant stories from a straight search - why is this important and what should you do about it?Backlink tools can't always show you the full range of backlinks in a domain - why does this matter and how do you dig deeper?How much value does this human digging deeper provide?How do you measure the impact of it?Can AI not assist with this?