SEO in 2025

Joe Hale shares why e-commerce sites are leaving revenue off the table.Talking points include:Why does this leave revenue on the table for e-commerce sites?What is the difference between a collection and a category page?What impact does creating & utilising collection/category pages have?How do you measure this impact?How do you optimise your use of these pages?How do you know which categories to focus on first?What process do you go through to promote these pages?Is this advice suitable for all types of e-commerce sites?

Olesia Korobka shares that it is important to ensure the SEO fundamentals are done before we proceed anywhere further.Discussion points include:What are the basics and fundamentals that you talk about?What are the common technical issues you’re seeing on websites nowadays?Can you share some tips on how best to structure a website for 2025?Why do you start with your goals and expectations from the user?What are a few examples of good goals for a website?How do you set the funnel that you’d like users to follow towards your goal?How do you decide on the users that you want to visit your website?How do you format your content for the SERP?What do you do if you have content that isn’t bringing in the right type of user?

Gus Pelogia shares how to use LLMs to build simple SEO tools without coding.Talking points include:What types of simple SEO tools are you talking about building?Why should SEOs build these sorts of SEO tools by themselves?How can you do this using Screaming Frog?What is vector embedding and why is it important?What is cosine similarity?How do you use Screaming Frog and OpenAI to extract embeddings?You then use LLMs to create a Python Script - why is a python script important?What’s the end result that you’re trying to achieve?What are some other simple SEO tools that SEOs could build using LLMs?

In this episode, Ben Howe shares the importance of not being put off by the horror-stories; leverage AI for at-scale SEO output. But do it SMARTLY.

Victoria Olsina shares the importance of building your own prompt libraries for your clients.During the conversation we focusing on the following steps:Data Collection: Gather extensive data from the client, including previous content, style guides, and brand guidelines.Training the Model: Use this data to train a GPT, ensuring it understands the client's voice, preferences, and industry specifics.Customization: Fine-tune the model to handle specific content types like blog posts, social media updates, and product descriptions.Integration: Integrate the GPT with tools like content management systems and collaboration platforms for seamless use.Continuous Improvement: Regularly update the model with new data and feedback to keep it current and effective.

Danielle Neah Amponsah shares why digital PR isn’t just for links - it’s a powerful tool to build your brand.Talking points include:How do you run a successful digital PR campaign in 2025?How does digital PR integrate with other marketing channels?Is digital PR part of SEO?How do digital PR and SEO work more effectively together?How do you measure the impact of a digital PR campaign?How do you incorporate digital PR into an overarching marketing strategy?How is digital PR changing?

Kevin Indig shares that the key to success in SEO for 2025 is automation.Discussion points include:1/ mining insights from forums, SERP Features, and top-ranking content2/ creating massive amounts of baseline drafts for editorial content3/ enhancing aggregator content programmatically

Erik Wikander shares that it is essential that you understand how AI will impact search behaviour and content creation.Topics discussed include:How will AI impact search behaviour?How will AI impact content creation?How do you create unique AI content that performs well in search?How do you use AI for the entire SEO and content marketing process?What are the downsides to this?How do you compete if everyone is doing the same thing?

Ian Helms believes that AI doesn’t need to improve—SEOs and marketers need to get better at using it.Talking points include:How do you maximise the potential of AI?What are the key limitations of AI?Are these limitations likely to stay?How do SEOs work smarter with their use of AI?What tools should they be using?How should they incorporate AI into their workflow?What happens if you don’t use AI? Will you get left behind?Are there certain SEO tasks that will never use AI for?

Bill Hartzer shares that you can use AI tools to help you do your job more efficiently.Talking points include:What AI tools are you referring to?How do you use them as efficiently as possible?How do you link everything up together?How do you ensure that AI is doing a good job?How do you know what to ask AI to do, and what to do yourself?What other tasks are you planning on testing AI on?