This April, I had the chance to attend Brighton SEO. It was my first visit since 2017 — and once again, it didn’t disappoint. The recurring headline? AI is no longer a buzzword; it’s redefining how we search, strategise, and create content. With dozens of talks happening at once, I’ve pulled together the ones that stuck with me most.
AI Meets Search
Josh Blyksal – What 10M AI Searches Reveal
Josh shared an eye-opening analysis of AI-based search behavior using data from ChatGPT, Perplexity, and others.
- AI tools return results radically different from traditional engines—ChatGPT only overlaps with Google 12% of the time.
- Each tool favors distinct content formats—listicles, comparisons, and direct answers often win.
- Visibility in AI search still depends on being indexed by Bing (especially for ChatGPT).
Veronika Höller – Optimising for AI Search
Veronika reminded us that it’s not enough to write for Google anymore.
- AI tools crave concise, clear, and regularly updated content.
- She encouraged testing your content in AI platforms and analysing where they pull data from.
- Optimisation now means creating multi-platform-ready content.
Smarter Content Strategies
Carl Poxon – Clusters with Purpose
Carl reexamined the idea of topic clusters. The challenge isn’t building them—it’s getting internal buy-in and making sure they reflect real user intent.
Oluwatobi Folasade Balogun – Sustainable SEO
Oluwatobi made a compelling case for content sustainability.
- With most pages generating zero traffic, it’s time to stop publishing just for the sake of it.
- Focus on fewer, higher-quality pages that genuinely serve user needs.
- She also advocated for updating, reusing, and refining content to reduce digital waste.
Sarah Pokorna – Mindset-Based Marketing
Forget demographics—Sarah urged us to think psychographics instead.
- Tailoring content to users’ mindsets (growth vs. fixed) leads to deeper engagement.
- It’s a subtle but powerful shift in how we approach messaging and targeting.
Search Beyond the SERP
Ashley Liddell – The Rise of Social Search
Ashley argued that search isn’t just a Google-shaped box anymore—it’s a behavior.
- TikTok, Instagram, and Pinterest are now key discovery tools, especially for younger audiences.
- She highlighted the democratisation of search, where community engagement can outperform big budgets.
- Winning on social search means being present, responsive, and genuinely helpful in your niche.
Alex Ighalo – Influencer Strategies for Underdogs
Alex showed how smaller brands can punch above their weight using data and automation.
- Plan with AI, but leave creativity and relationships to real people.
- Influencer marketing is now an SEO tactic in its own right.
Ray Saddiq – Multi-Channel Authority Building
Ray closed with a powerful message: real SEO strength comes from cross-platform presence.
- Letting experts speak in forums, podcasts, and publications helps build both brand trust and E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness).
- Visibility isn’t just about links—it’s about being recognised everywhere.
Final Thoughts
This year’s Brighton SEO was a clear signal: the game is changing.
Success in search now means:
- Thinking beyond the SERP.
- Writing for both AI and human users.
- Focusing on quality over quantity.
- Meeting users where they really are.
Brighton, you’ve done it again. See you next time!
Cookies configuration