Last week Friday I attended Brighton SEO (a digital marketing conference).
It was encouraging to see where the industry is headed and how search is evolving. In this blog, I’m sharing what I learnt and some of the key things that stuck with me.
AI and The Future of Search:
One of the questions I saw regularly leading up to the event was "Is SEO dead?" Marcus Tober from Semrush tackled this in my first session of the day. His answer? Not dead, just different.
AI is rewriting how we interact with search engines. Tools like ChatGPT and Google’s AI Overviews are giving people answers directly, often without them needing to click on a single link. But that doesn’t mean SEO is over — it just means the way we optimise content has to shift. We need to think about intent more than keywords and understand how AI crawlers interpret content (note: they don’t like JavaScript).
Also, Reddit is playing a huge role in shaping AI responses. OpenAI uses Reddit data to form answers – which is both powerful and a little dangerous (because LLMs doesn’t always recognise satire).
Marcus also pointed out that LLMs are levelling the playing field — smaller brands are starting to show up more in AI-generated search results. This is a huge opportunity for SMEs, especially in niche sectors.
The takeaway, and something we have also said based on our own research into AI Overviews, is good SEO is now good AI optimisation. By making your site accessible (ditch heavy JavaScript) and ensuring your content is mentioned on trustworthy third-party platforms like Reddit or news sites, you can be shown in the results.
Social Media & Discoverability
Search is now everywhere.
Alexandre Hoffmann made a point that we need to stop thinking of search as just Google. 60% of Gen Z and Millennials use social platforms like TikTok, Instagram, and Reddit to search.
And it makes sense (says the Gen Z). On TikTok, you can watch a 30-second video and get the answer you need - you don’t have to scroll through an essay just to find the cooking time for lasagna.
It's personal, fast, and created by people (EEAT gold). On Reddit, users get tailored recommendations and discussions.
And it’s not just about awareness. Alexandre showed how social media supports brand building, lead generation, and even direct sales (like TikTok Shop or Instagram Live).
Takeaway: Think discoverability, not just rankings. If your audience is looking for your services – be on the channels they’re using, not just in Google.
3. Automate What You Can
After a quick coffee break I went to my next talk. Here Jeremy McDonald laid it out clearly: If you're still manually checking Google Analytics data, staring at spreadsheets, or writing the same email for the tenth time – stop. AI can do that, and faster.
Instead, focus your energy on strategy, emotional storytelling, and quality control. Let automation handle the data grunt work.
Takeaway: If you can write a checklist for it, you can automate it.
4. Content Should Be Emotional – but Does It Need To Be Human
Megan Roberts reminded us that SEO should be people-first. It’s easy to write for algorithms, but it’s humans who read, click, and convert.
She challenged us to look at the language we use. Are we writing for our peers, or for our actual audience? We need to stop assuming we know what users want and instead immerse ourselves in their world (again, Reddit is a goldmine for this). Also, users want clarity – 61% will leave a site within 5 seconds if they don’t find what they’re looking for.
On the other hand, Giulia Panozzo’s session explored how people react to AI content. Her research revealed something fascinating: people tend to prefer AI content when they don’t know it’s AI. But as soon as they find out, their perception changes — they trust it less. It taps into something called the Uncanny Valley, where things that feel almost human (but not quite) make us uncomfortable.
So what does this mean for marketers?
Giulia’s takeaway was clear: "As we get more exposed to AI our new challenge is to create emotional experiences with it." Yes AI is great for speed and scalability but people connect with real stories, feelings, and authenticity.
Takeaway: Even if you’re using AI to help create content, make sure the end result still feels like it came from a human. Use simple language, address real pain points, and build experiences that feel human. Not just optimised.
5. Repurpose Your Content – But Make It Different
After lunch I went to a session about mastering a multi-platform content strategy. Rana Abu Quba Chamsi mentioned that rather than copying and pasting the same post across every platform, tailor each piece for the space it's in.
For example:
Turn a blog post stat into a TikTok hook.
Share the top 5 tips from that blog as a carousel on LinkedIn.
Post a behind-the-scenes version on Instagram.
Takeaway: Repurpose, don’t recycle. Match your tone, format, and message to each platform’s user behaviour.
6. Trust Is More Important Than Ever
In my last talks of the day, Akash Hashmi explored user awareness and Amanda Walls explored how to blend ethos (credibility), pathos (emotion), and logos (logic) to boost trust.
In today’s world, where misinformation is rife and cost-of-living is front of mind, brands that show empathy, care, and transparency win. People don’t just want facts, they want to know why you care.
In uncertain times, like the current cost-of-living crisis, showing empathy and genuine value is more important than ever. People want to know you understand their world — not just what you’re selling.
According to Amanda, that could mean:
Talking about benefits instead of just features.
Using your clients’ real-life experiences as content.
Being open about why you care and how you help.
Takeaway: Think about your content’s tone, the way you show your expertise, and how you emotionally connect with your audience.
What I’m Taking Back to “the Office”
BrightonSEO was a reminder that while the tools are changing fast – search is still about people. Their questions, their problems, their trust.
Whether it’s optimising for AI, making LinkedIn posts, or writing blogs for your site – the future of search is about being useful and present wherever your audience is.
If you're wondering how to future-proof your SEO and marketing strategy, we’d love to help. Fill out the form below to find out how we can support your business with strategy, content, and sustainable growth.
