Ryan White shares that mastering the basics now has never been important, but those basics have changed, where understanding data is now a key soft skill.

Talking points include:

What are the SEO basics now?

Why have they changed?

Why is understanding data now a key soft skill?

What does this mean?

How does this impact SEO on an ongoing basis?

How does this impact the way that SEO works with other marketing channels?

How does this impact SEO strategy?

Callum Lockwood shares that optimising for Google Organic product grids is more important than ever.

Talking points include:

What are Google Organic product grids?

What is “top tier product schema?”

How do you implement it?

How do you measure its success?

What are typical blockers to visibility?

How do you fix them?

Hannah Fox shares the importance of being strategic with your keyword research.

Talking points include:

What is strategic keyword research?

How do you know what is not suitable for the blue links?

Where else are you optimizing for?

How do you know which keywords are right for different platforms?

Is keyword volume still important?

Has the way that you incorporate keywords into content changed?

In this episode Charlie Marchant says that AI search is on the rise.

Talking points include:

What specifically is on the rise in terms of search engine popularity?

Is AI search popular among specific verticals or consumer groups?

How do we know if our target market is using AI search?

How do we optimise for AI search?

How do we measure the success of AI search?

What does this mean for the user funnel?

What does AI search mean for the future of SEO?

Pieter Serraris discusses with David Bain how logfile analysis is an SEO and GEO goldmine that is too often left untouched.

Talking points include:

- Logfile usecases

- Crawl budget

- AI bots

- Visibility in ChatGPT

- Clarifying the dark funnel

- Topics popular for ChatGPT

- What does this mean for strategy

- Beyond SEO

Priya Verma shares the importance of making analytics ready for your SEO to be able to track data effectively.

Talking points include:

How do you make analytics ready for your SEO?

Why does this let you track data more effectively?

What software do you use?

What data should be used in GA4?

Metrics and dimensions

How do you use this data elsewhere?

What impact does this have?

Christian Rigg shares why there's never been a better time to bridge any gaps between SEO and brand marketing.

Talking points include:

What are some typical gaps between SEO and brand marketing in a strategy?

How do you prioritise what needs to be done?

Who should be responsible for this?

How does an SEO work more closely with brand?

How can these essential instruments, as you call them, work together in perfect harmony?

How do you measure the impact of this?

John Iwuozor shares the importance of starting to build your brand authority and direct audience relationships now.

Talking points include:

Why is brand authority so important?

Why are direct audience relationships so important?

Why does brand recognition get you cited in AI answers?

Why does this keep you top-of-mind when traffic from search declines?

Why does this drive sustainable revenue growth?

How do you measure the impact of this?

Konrad Szymaniak shares the importance of using conversational SEO and query data clustering via machine learning.

Talking points include:

What is Conversational SEO & Query Data Clustering?

Why is machine learning key?

What do we want to achieve from this?

What software do you use?

What type of businesses should be doing this?

How is this changing due to AI?

Ninsiima Rukandema shares the importance of combining SEO and CRO and growing collaboration between these functions.

Talking points include:

What do you mean by combining SEO and CRO?

What can SEO do for CRO and what can CRO do for SEO?

What does this mean in practice?

How do you measure the impact of doing this?

How do you sell the value of this to stakeholders?