SEO in 2025

In a world where over 65% of searches end without a click, No-Click SEO is reshaping how businesses approach search visibility.David and Rose discuss:Why is no-click SEO a thing?Why are traditional click-through rates (CTR) are no longer the best success metric?How are Google’s AI-driven search features (SGE, featured snippets, and People Also Ask) keeping users on Google, and what does this mean for SEO?What actionable strategies can you offer that mean that users search for a brand directly? (AI-generated snippets, leveraging structured data)How do you continue to future-proof your SEO?

In this episode, David and Alexandra discuss the importance of approaching link building differently in the age of AI-summarized results.Topics discussed include:Why is link building different now?How do we focus on acquiring links now?How do we measure success?

With Google reducing the payoff from SEO by introducing AIOs, building authority is becoming ever more important. But how do you use data to design highly effective digital PR campaigns?In this episode, David's questions to Andreas include:- You suggest Benchmarking link volumes, quality and velocities to see where you are vs competitors - what does this mean and why do you suggest this?- You say that SEOs are chasing link sources, and that they should chase the target destinations instead. What does this mean?You also recommend using Internal search pages as an insight by product - why?- You suggest using indexes to find where you're under indexing on your content. What’s the value in doing this?

Sally Raymer talks about how you should go about tackling changes from algorithm updates.Discussion points include:How do you keep track of Algorithm Updates?How do you decide what are the key algorithm updates to act on?How soon do you act?Changes in intent / competition / volatilityHow do you analyze changes in user intent?How do you determine whether your brand can continue to compete in these spaces?How do you find new opportunities?What are some examples of bad practices that get punished now?How do you regain momentum after suffering from an algorithm update?How do you predict the sustainability of new found opportunities?

Filipa Serra Gaspar talks about the importance of refreshing old content.Discussion points include:How do you select the content that needs to be refreshed?What metrics are you looking at when deciding on the content that needs to be refreshed?How do you know when to refresh the content, when to delete the content and when to leave it alone?How do you refresh the content?How do you know the part of content to refresh?Do you remove some of the old content or just add new content?What tools do you use?How do you know what to add to the content?Can you outsource this process?What are you looking to happen when you refresh content?How do you measure the impact of this?

Vivek Shankar shares why AI is here to stay and what to do about it.Talking points include:Why is AI here to stay?What does that mean for content marketers?What do you mean by implementing AI successfully?You talk about models - are these best models to use for different industries?What is the wrong way to implement AI?How do you ensure quality in content?How do you measure results?What AI software do you use?How do you integrate this into your content strategy?

Olga Zarr shares why you need to nail on-page SEO before doing anything else.Talking points include:Why are aspects of on-page SEO often neglected?What aspects of on-page SEO are key for 2025?How do you know which aspects of on-page SEO to prioritize?Can you achieve much success just by focusing on on-page?Are you saying that off-page isn’t as important?How do you know when your on-page SEO activities are done?Do you use tools to measure this?How is on-page SEO changing?How do you keep a track on how SEO changes?How can you measure the success of your on-page SEO activities?

Monty Mathur shares about the importance of focusing on SEO fundamentals and first principles rather than chasing trends.Discussion points include:You talk about Applying SEO First Principles - what does that actually mean?How do you ensure that your strategies are aligned to SEO First Principles?What does high authority actually mean?What are the core UX metrics and why?You don’t recommend chasing SEO tactic trends - why is that?How is SEO evolving and what do we need to be careful about?

Greg Gifford shares about the importance of not getting distracted by AI tools and algo updates.Talking points include:What are the basics?Why are the basics still the most important part of what an SEO does?How long will the basics remain relevant for?Has anything changed about the basics recently?What does getting distracted by AI tools and algorithm updates look like?What’s an example of bad use of AI?Shouldn’t we keep track of algorithm updates and update our tactics accordingly?Is there a good use of AI?You’re known as a local SEO expert - does this advice apply to all kinds of SEO as well as local SEO?How do you incorporate focusing on the basics as part of an SEO strategy?

Itamar Blauer shares the importance of not neglecting the SEO fundamentals that move the needle for a website.Talking points include:What impact do the fundamentals have?How do you track and measure, how do you stay on top of the fundamentals?What percentage of your time should be spent on the fundamentals rather than newer tactics or strategies?You talk about so many shiny new things happening in SEO - how do you know which shiny new thing to pay attention to? How do you tell a client that you want to focus on the fundamentals, when all they’re interested in is AI?