Debbie Chew shares the importance of tapping into your first-party data.

Talking points include:

What are the most common forms of first party data?

What tends to be the most useful first party data for SEO?

How should SEOs work with other teams to find better first party data?

How do we better understand our audience with first party data?

How do we analyse first party data?

What do you do if you don’t have much first party data to work with?

How do you create new first party data?

What kinds of questions should you be asking in surveys to create really useful new first party data?

What are some creative ways to use first party data?

What are some examples of using first party data in content?

Should you share first party data with AI?

Read the full transcript of Debbie's interview at: https://majestic.com/seo-in-2025/debbie-chew

Marco Giordano shares that SEOs need to get more familiar with analytics.

Talking points include:

What analytics knowledge do SEOs need to know about?

Do you primarily use GA4?

How much analytics knowledge is enough?

How should SEOs be using analytics packages on an ongoing basis?

How should analytics inform SEO strategy?

Should SEOs be learning coding?

Does this apply to non-technical SEOs?

Read the full transcript of Marco's interview at: https://majestic.com/seo-in-2025/marco-giordano

Nik Ranger shares why brand representation and interpretability matter in the era of LLMs.

Talking points include:

Why does AI rank matter?

How do you measure visibility on LLMs?

What is the impact of this on visibility?

What are typical gaps in the model’s understanding and what does a brand do to deal with this?

How to maximise brand representation

How does this impact purchasing decisions?

What’s the difference between a brand and an entity?

Read the full transcript of Nik's interview at: https://majestic.com/seo-in-2025/additional-insights/nik-ranger

Sanja Markovic shares that a site migration is like moving house.

Talking points include:

What do you mean by a site migration?

How do you prepare for a site migration?

How much time do you need to prepare?

What teams should be involved?

When is a site migration considered to be successful?

What are the most common reasons why site migrations fail

How to avoid making mistakes in a site migration?

Read the full transcript of Sanja's interview at: https://majestic.com/seo-in-2025/sanja-markovic

Nikki Halliwell shares the importance of using a migration briefing document before you start working on a migration.

Talking points include:

What are the key elements in a migration briefing document?

Who do you work with?

How do you sell the need for this?

Where do you gather information from?

What issues are likely to be solved by creating a migration briefing document?

Read the full transcript of Nikki's interview at: https://majestic.com/seo-in-2025/nikki-halliwell

Emma Russell shares 5 SEO tasks when migrating your site in 2025.

Emma's key points are:

1. Understand if it’s an opportunity for growth

2. Benchmarking what you have now

3. List all of your requirements

4. Make friends with dev

5. Test test test

Read the full transcript of Emma's interview at: https://majestic.com/seo-in-2025/emma-russell

Andrew Optimisey shares about he importance of controlling all of your domains.

Talking points include:

What does controlling all of your domains mean in practice?

Who should be responsible for your domains?

When should you buy a new domain and when should you build a new project on an existing domain?

When should you change a domain for an existing project?

When should you let a domain name expire?

What do you do from an SEO perspective when you decide to let a domain name expire?

What do you do if you have let an old domain expire, and you realise that this was a mistake. Is there any way to go back?

What can you do if a spammer or scammer gets hold of your domain?

What do you think of the newer domains - Is .com always best?

When selecting a new domain, is brand or domain more important?

Read the full transcript of Andrew's interview at: https://majestic.com/seo-in-2025/andrew-cock-starkey

Helen Pollitt shares the importance of understanding the cost as well as value of organic traffic.

Talking points include:

What is the difference between the cost and value of organic traffic?

Why do we need to know the cost?

How do we calculate the value?

What do you mean by organic traffic in all forms?

How do you prefer to calculate ROI?

How does this lead into defining an SEO strategy?

How often should this work be done?

How is it changing due to AI and new technology?

Read the full transcript of Helen's interview at: https://majestic.com/seo-in-2025/additional-insights/helen-pollitt

Andy Frobisher shares that it’s time to get serious about the internet and energy consumption.

Talking points include:

What companies are trying to go net zero?

Does this have a positive business case?

What does this mean for the overall size of pages on websites?

What are the best ways to reduce the page speed of a web page in 2025?

What does this mean for algorithms moving forward?

What does this mean for SEO planning?

How can Core Web vitals help us with this?

How do we forecast a revenue increase or cost reduction as a result of reducing page speed?

Read the full transcript of Andy's interview at: https://majestic.com/seo-in-2025/andy-frobisher

Bastian Grimm shares that inventory management is now more important then ever.

Talking points include:

What do you mean by Inventory management?

How do you know which content to focus on?

What do Google do when they can’t keep up with crawling and indexing the web?

Should you get rid of some content?

What content should you get rid of?

What’s an example of poor quality content, produced by AI?

What is state-of-the-art AI that SEOs should be using?

What parts of your SEO and content production should you be using AI for?

How else can AI help with your SEO performance?

Read the full transcript of Bastian's interview at: https://majestic.com/seo-in-2025/bastian-grimm