SEO in 2026

Eva Cheng shares why you shouldn't give up on "Hero Campaigns" in Digital PR.

Discussion points include:

What are hero campaigns?

What are the typical results you are looking to achieve from hero campaigns?

How do you create a hero campaign?

How do you manage a hero campaign?

How do hero campaigns fit into the bigger picture?

Why should SEOs consider building category page links?

At what point in your SEO strategy should you implement this?

Are there any specific Digital PR tactics that have proven more successful for category page links?

Why do you say that an SEO shouldn’t be afraid to build category page backlinks?

How do building category page backlinks fit into the bigger picture?

Rad Paluszak shares the importance of prioritizing "Value" over "Sheer SEO".

Discussion points include:

Why is working on improving the site better than obsessing about SEO?

You say that SEO-elements on a website CAN be imperfect - why?

You say that if your site is not useful or does not deliver truly unique value, it might be throttled and suffer in the long term - what do you mean by this?

Why should SEOs stop obsessing over AI developments?

Jo O'Reilly believes that you should start prioritising building smaller numbers of relevant high-quality links.

Discussion points include:

How do you define relevant high-quality links?

How do you define irrelevant spammy links?

How do you measure the value of a link?

How do you conduct outreach?

Ideally what style of links are you looking for?

Are you willing to pay for links?

Alan Silvestri advises that you leverage happy customers for ethical backlinks.

In this video we discuss the importance of leveraging happy customers for:

* Case Studies

* Testimonials

* Guest Blogging

* Webinars and Podcasts

* Affiliate Programs

* User Generated Content

* Community Forum or Groups

Rana Abu Quba Chamsi shares the importance of mastering your video SEO.

Discussion points include:

What do you mean by video SEO - optimizing video to appear on the SERP?

What type of business is video most suitable for?

What’s the ideal length and format? How do you optimize? What’s your process?

What are some other video-based platforms that you optimize for and how is that optimization process different?

What kind of intent does video traffic have and does that differ to other traffic?

How does video fit into the overall content mix?

How is AI impacting video optimization?

What is the future of video optimization?

Amit Raj shares the importance of building relationships before you link build.

Discussion points include:

How would you define a valuable link?

What do you have to give to obtain a valuable link nowadays?

How do you stand out with your outreach?

Is that link a logically relevant link between those websites?

Does it provide value?

Is your outreach relevant and genuine to the receiver?

Are you approaching sites with something that will genuinely resonate, and that their audience would benefit from?

Debbie Chew emphasises the importance of staying on top of link and mention building.

Discussion points include:

Why build mentions?

What do you mean by generative AI chatbots and search being influenced by listicles?

What do you mean by that you shouldn’t "blindly" build links to pages without regularly revisiting the SERPs?

What are the link building tactics to focus on in 2024?

Andreas Voniatis shares the importance of optimizing internal links to increase the relevance scores of target content.

Discussion points include:

What scoring system do you use to analyse the relevance scores of target content?

What are the data sources required

What are some data cleaning tips

How do you determine anchor text relevance with python functions?

How do you use statistical distributions to model the relevance and highlight under-served target content?

Katherine Nwanorue shares the importance of linking sub-categories to parent categories as part of your on-page SEO strategy.

Discussion points include:

What about linking the other way around - from the main category body content to the minor category page?

Why do this if there are links on the navigation menu?

What measurable value does this provide?

Does this make it more likely for the pages to be indexed?

Will it result in higher rankings?

Is the keyword text within the links important?

How many links per page do you recommend?

Any other internal link strategies that you recommend?

Can this be automated?

Veronika Höller shares that adopting search generative experience as your SEO strategy in 2024 is pivotal.

Discussion points include:

How is SGE changing the SERP?

What markets does this affect at the moment?

What timescale are we looking at for full international roll-out?

What industry sectors does this affect the most?

What about queries - what types of queries does this affect the most?

What does this mean for the way that we write or optimize content?

How are other search engines changing?

Does this reduce the impact of Google as an organic search discovery channel?

Do we have to turn to other content mediums like YouTube, TikTok or podcasts?