This April, Dan (our SEO Lead) and I, packed our bags and headed down to the sunny coast for BrightonSEO 2025 – the world’s biggest search marketing conference and an absolute must for anyone serious about levelling up in SEO, content, and influencer marketing.
As always, Brighton didn’t disappoint. The buzz, the brilliant talks, and, of course, a good dose of seaside charm – it’s the kind of event that leaves you full of ideas and itching to try new things. From AI-fuelled search changes to the rise of social platforms like TikTok and Reddit as genuine search engines, we came back with fresh perspectives on where our industry is heading.
Here are a few of my biggest takeaways from the event:
SEO isn’t dying – it’s evolving!
There’s been a lot of chatter lately about whether SEO is “dead,” especially with the rise of AI. But BrightonSEO really hammered home that SEO isn’t going anywhere, it’s just changing.
We’re definitely moving past the days of plain blue links. Now, search is a much richer experience – snippets, videos, local results, and yes, AI-generated answers. But that doesn’t mean our jobs are at risk. If anything, it’s opened up more opportunities to add value.
Generative AI is pushing us toward more intuitive, conversational search. That means context and intent are everything. The brands that succeed will be the ones adapting their strategies to suit this new landscape.
The rise of AI marketing metrics
With AI becoming a familiar topic in our day-to-day work, I found the sessions on metrics especially eye-opening. Platforms like SEMrush are evolving fast to keep up and if you’re not already thinking about how AI is shaping your data, it’s time to catch up.
A few things that stood out to me:
- AI now demands citations – dodgy content simply won’t get surfaced.
- Multimedia is part of the game – podcasts, videos, and images are all being indexed more meaningfully.
- LLMs (large language models) remember context – which changes how we think about user journeys and content performance.
So how do you track brand performance in this new world?
Start by digging into Google Search Console for indexing clues, use advanced schema to help feed context to AI, and explore vector search to make your content more “understandable” to LLMs.
If you’re dabbling with Google’s Gemini, I highly recommend checking out the “Search for your website” feature in the Cloud Console, it’s fascinating to see what AI is actually surfacing about your brand.
PPC roundtable: therapy for paid search specialists
One of my favourite sessions (and unexpectedly cathartic) was a PPC roundtable I joined, which, to be honest, quickly turned into a bit of a support group for paid search pros. It was great to have an open, honest chat about the challenges we’re all facing, including:
- Smart Bidding headaches. Without careful optimisation, broad-match keywords can blow through budgets unpredictably. It’s essential that you monitor your campaigns or set limits where possible.
- Auto-recommendations from Google reps. These are well-intentioned but are often damaging when applied without context or oversight – many “PPC experts” rely heavily on auto-recommendations as a fast-track solution that damages both their accounts and PPC’s reputation.
- Performance Max campaigns. Great in theory, but in practice? Many feel they lack the control and transparency needed to make informed decisions.
My main takeaway from this is that automation doesn’t replace expertise. As automation increases, the human element in paid search strategy is more important, not less. Marketers need to stay sharp, question recommendations, and ensure automation works for them, not the other way around.
Branded search – building a cohesive brand presence
Both Dan and I noticed a recurring theme: brand is becoming the backbone of successful search strategies.
Search engines – and now LLMs – are increasingly measuring your E-A-T (expertise, authority, trust). It’s not just about ranking for keywords anymore. It’s about showing up consistently across every touchpoint: your website, your socials, your PR.
In 2025, if you want to win at SEO, you’ve got to think like a digital marketer. That means:
- Cohesive storytelling across multiple platforms
- Thought leadership via content and social
- Strategic PR that earns valuable backlinks and builds credibility
Every piece of content you publish whether it’s a blog, a TikTok, or a press release, should align with your brand identity and contribute to a cohesive narrative.
Social search – why social platforms are the new search engines
One of the most talked-about trends at BrightonSEO this year was social search.
We’ve been watching this shift for a while, but BrightonSEO confirmed what we’ve suspected. Users, especially Gen Z, are turning to TikTok, Instagram, Pinterest and LinkedIn to find answers, discover brands and explore trends. Platforms are evolving into search engines in their own right.
So what is Social SEO? It’s the practice of optimising your content within social platforms, making sure it’s discoverable when users search inside those apps. This means:
- Using relevant keywords and hashtags
- Writing keyword-rich captions and alt-text
- Creating engaging short-form video that delivers real value
It’s not just about being present; it’s about being findable. Social SEO ensures your content surfaces where your audience is already searching. As Dan put it: “If you’re not factoring in how your brand shows up on TikTok or Instagram search, you’re missing a massive chunk of visibility.”
Adapting to a new era of SEO
BrightonSEO 2025 proved one thing above all: Search is changing, but it’s far from over.
Whether it’s the rise of AI, the shift to Social SEO, or the ever-growing importance of branded search, the message was clear: adaptation is everything.
Dan and I left buzzing with ideas, and we’re excited to start applying them to the strategies we build every day.
Got a question about the future of Search? Give us a shout and we’ll be happy to answer.