Tom Rawle shares the importance of creating content that AI can't create. Build relevant, informative, unique, authentic content for on-page and off-page SEO that can't be replicated.

Talking points include:

What kind of content can humans create that AI can’t?

How do you create unique content?

How do you create authentic content?

What do you mean by creating off-page SEO that can’t be replicated?

Will this strategy continue to work in the next couple of years?

Will Slater shares that it's essential to learn to write better content instead of relying on AI.

Talking points include:

Why shouldn’t AI be relied upon to write content?

What content needs to be written by humans?

What does good human-written content look like structurally and why is that different to AI?

How do you compete with the volume that AI can produce?

Will AI content not continue to get better?

What role is good for AI?

What does a good human / AI content workflow look like?

What AI tools do you use at the moment?

What will be the role of human produced content in the future?

James Hocking shares that all Generative AI tools rely on traditional search results to answer questions, and most (Google excluded) rely on Bing for web search.

Discussion points include:

Why do AI tools rely on Bing?

What do we been to rank on Bing?

What specifically do we need to do differently to rank in AI results?

What information does Copilot, Chatgpt, and Perplexity take from Bing?

How is this different from Google?

Is this situation likely to remain the same for a while?

What else are AI engines looking for?

In this episode Erin Simmons shares that in 2025, your best SEO edge is joining communities — they give you the real language of your audience for better content and earn you trust that fuels brand visibility across search and AI.

Discussion points include:

Why are communities so important?

How do you know the right communities you should be interacting on?

What’s a good way to interact and what’s a bad way to interact?

Should you be trying to drive traffic back from communities?

How do you measure the SEO success of interacting in communities?

How does interacting on communities positively affect other online success?

How are online communities evolving and what do we need to do to stay on top of things?

Is AI impacting online communities?

In this episode Simone de Palma shares 3 key tips...

1) Think like a Marketer and expand your SEO strategy across LLMs to chase visibility over clicks.

2) Act like an Analyst and explore opportunities with the Google Merchant Centre.

3) Use your technical skills to double down on structured data implementation

Greg Heilers shares that it's hard to imagine a future in which building a brand is a negative ROI activity.

Talking points include:

Why is building a brand so important for SEO in 2025?

Why is this likely to be just as important in the future?

In relation to SEO, what do you have to do to build a successful online brand?

What are the specific SEO activities that contribute to brand success?

How do you measure the impact of brand on SEO?

How do you measure the ROI of these activities?

How do you incorporate brand SEO into a marketing strategy?

Kerstin Reichert discusses the importance of the Yin and Yang of SEO - being human in an AI-driven world.

Talking points include:

How do you stay human in an AI-driven world?

What do you mean by an AI-driven world?

You recommend using AI to quickly scale - what does that look like?

How do you use AI to enhance processes?

How do you use AI to produce better insights?

How do you use AI to remain competitive?

How do you continue to show your human side, authenticity and expertise - and what good does this do?

Bruce Clay shares that SEO will be more important in the future: AI is an influencer, PR is vital, and conversion rate optimization going to be more integrated into the SEO effort.

Discussion points include:

Is SEO more important than it used to be?

What do you mean when you say that AI is an influencer?

When you say that PR is vital, how does PR fit into the SEO world and what aspects of PR are key for SEO?

What does conversion rate optimization have to do with SEO?

How do you measure the impact of conversion rate optimization on SEO?

How do you plan an SEO strategy with so many considerations in mind?

What will SEO look like in a year's time?

Gagan Ghotra shares that expertise combined with opinions of people is what matter.

Discussion points include:

How do you demonstrate expertise in content?

Why are opinions of people important?

How do you incorporate opinions in content?

How do you measure the success of this strategy in search engines?

How should this be incorporated into a content strategy?

How do you measure the success of this strategy?

How is AI impacting this strategy?

Vince Nero advises focusing on relevancy in 2025, meaning less outreach, fewer links, and less Content.

Discussion points include:

Why is less more?

What do you mean by focusing on relevancy?

Why less outreach?

Why fewer links?

Why less content?

What does this mean for strategy?

How do you track success?

How do you persuade senior managers that less is more?