The event was packed with insights, debates, and practical strategies that will shape the way we think about search. Here’s what we discovered at BrightonSEO and why it matters for marketers and brands.

What do we call this discipline now?

SEO is evolving. Is it still ‘SEO’, or are we moving towards GEO (Generative Engine Optimisation), AEO (Answer Engine Optimisation), or even LLMO (Large Language Model Optimisation)? There’s no clear consensus yet, but the conversation is gaining momentum.

Brand awareness in an AI world

Brand mentions and citations matter more than ever. Even if they don’t always lead to clicks, they influence brand search volume and visibility in AI-powered results.

Diversify your presence

Search isn’t just happening on Google. People are turning to social platforms, forums, YouTube, podcasts, Reddit, and more. These sources also feed AI tools, so broaden your footprint.

SEO fundamentals still matter

Technical SEO, content optimisation, and offsite strategies remain essential. SEO isn’t dead, it’s adapting.

Query fan-out

Don’t stop at answering the first question. Anticipate follow-up queries and create content that supports the entire user journey.

Smarter offsite strategy

Track where competitors are cited and fill those gaps. Diversification is key.

Recency bias

AI tools love fresh content. Update regularly and include ‘last updated’ dates in your H1S.

Logfiles as insight

Analyse logfiles to identify pages crawled but not clicked, and compare SEO vs. AI traffic.

Landing page essentials

Meta tags, headings, schema, chunked content, minimal JavaScript, and strong opening paragraphs matter. AI often cites FAQs, lists, and tables.

Keywords are dead, long live topics

Plan for topics, related questions, and their place in the marketing funnel.

Watch out for pitfalls

AI tools and APIs can produce different results. Human validation is essential.

What does AI know about your brand?

Check regularly. Ensure your brand’s digital footprint is positive and accurate.

Rethinking measurement

Performance isn’t just rankings anymore. Consider AI visibility, mentions, citations, share of voice, and brand search uplift.