SEO in 2025

Tamara Novitović shares the importance of predicting user needs with AI & secure backlinks that drive rankings and engagement.Talking points include:How do we Predict user needs with AI?How does this help to secure backlinks that drive both rankings and engagement?How important a ranking factor is user intent and how should we optimise for it?What about engagement - how important a ranking factor is that?How can AI be used to predict user search trends and behavioural patterns? (competitor analysis, algorithm impact, etc).Can we provide AI with user data to help it better understand their needs?What metrics do we use to track user behaviour?Can we use AI to build a backlink strategy that attracts credible links?

Manuel Madeddu shares the importance of not being used by AI.Discussion points include:What are the challenges with AI?What’s best practice?What is a holistic approach?How do you work on efficiencies?What are your thoughts on search engines using AI?

Taylor Kurtz discusses the importance of utilizing AI as an ally, rather than viewing it as a threat.Discussion points include:Why might AI be a threat?How do you turn it into an ally?How do you use AI for different agency tasks?- client communication- report analysis- content creation- much more?What sectors are you finding to be particularly suitable for the use of AI?What about hallucinations?Any other sectors that you are working with?

James Brockbank shares the importance of thinking about E-E-A-T as your brand’s online reputation.Talking points include:How can E-E-A-T your brand’s online reputation?What aspects of E-E-A-T are key to doing this?How do you align link building, content and brand signals?What aspects of link building, content and brand signals do you focus on most and why?Can you do this in an automated way?How does this link together in an overarching strategy?

Chris Meabe shares the importance of including expert perspectives in your content.Discussion points include:How do you become an expert source?What measurable impact does it have?What statistics are Google using to quantify the level of expertise?How do you demonstrate your level of expertise?How do you enhance your level of expertise?How do you become the reliable source?

Jack Chambers Ward shares that authenticity is the difference maker for content in 2025.Discussion points include Jack's 5 tips for creating authentic content:1. Curate your content like you’re a magazine editor2. Let your brand values drive the content, before the brief, before the keywords.3. Stay consistent with your message and branding across channels4. Leverage positive and negative elements in your marketing5. Cut once, measure twice

Dani Leitner shares the importance of concentrating on one topic at a time to gain topical authority and improve rankings.Talking points include:Why is Google focusing more on topical authority?What difference does this make to the quality of content it serves?What does this do for a small brand’s ability to compete?Why can small brands compete more effectively?How do you build topical authority?How do you know the right audience questions to answer?How do you know where you should be engaging with your audience?

Iva Jovanovic shares the importance of focusing on delivering meaningful content to users (and don't dismiss EEAT signals) .Talking points include:What is meaningful content?How important is EEAT in content in 2025?You say that “Quality content will now more than ever be the main thing for all search engines” - how do you define quality content?By all search engines - are you mainly referring to Google?How do you think that the content creation process should be handled in 2025?How should brands decide on what content to create?How should a brand incorporate EEAT into their content?What are some mistakes that companies are making with their content creation process?

In this episode, Ryan Jones shares the importance of focusing on building brand search volume.Discussion points include:Why is building brand search volume important?How do you measure increases in brand search volume?How do you know which marketing activity increased the brand search volume?Can SEOs claim credit for increasing brand search volume?What are the key SEO activities that can increase brand search volume?What are the key non-SEO ways to increase brand search volume?Should you try to increase brand search volume on non-traditional search engines and discovery engines?What is the future of building brand search volume?

Gemma Fontané shares that Experience (within the E-E-A-T family) is the key element within the AI era.Discussion points include:- How experience will be a differential element for websites- Concrete tips to leverage experience through Google (&other platforms)- Why is experience so important?- How does Google measure experience?- How do you demonstrate experience?- How will the importance of experience continue to evolve?