In our latest blog, I share my insights from the UK’s largest SEO conference
BrightonSEO brings together the brightest minds in the industry to share insights on the ever-evolving world of search. This year’s conference was packed with valuable information, from advancements in AI to new, approaches to SEO, making it a must-attend event for anyone aiming to stay ahead in the field.
With my notebook in hand and lanyard scanned, I was fully prepared to dive into the BrightonSEO experience, eager to gather valuable insights to take back to my colleagues at Fly High Media.
AI and Automation are Revolutionising the SEO Scene
AI and its role in automating content was a central theme at this year’s event, with talks from experts such as; Jonathon Roberts, Daniela Leitner, and Lazarina Stay. We were reminded that AI isn’t just a trend, it’s here to stay. Jonathan Roberts encouraged listeners to embrace these new advancements, sharing practical tips on how to use AI to speed up content audits.
While AI is undoubtedly a powerful asset, the consensus was clear: it should complement, not replace, human expertise and creativity in the writing process. Tom Winter illustrated this in his talk, ‘A Fool with a Tool is Still a Fool,’ by sharing examples of AI errors that his young children could easily identify. This highlights that, despite its capabilities, AI is not without its faults which affirms the need for human insight. Martina Cataldo reinforced this idea during her discussion on generative AI, stating, ‘AI won’t take your job, but a person who knows AI will’.
We were also reminded that Google is smart and can detect when low-quality AI content is plastered across a site, leading to penalties for those who attempt to manipulate search rankings. Martina Cataldo provided an example of a website that was entirely de-indexed from search results due to its reliance on subpar AI-generated content. Tom Vaughton further emphasised the importance of crafting exceptional, user-first content that delivers real value, providing a thought-provoking reflection on the evolution of search and the significant impact AI is having on SEO strategies.
Connect with the Digital Generation
Another hot topic at Brighton this year was the importance of cross-channel analysis in improving organic rankings. The rise of social search highlights the need to adapt SEO and marketing strategies to align with growing marketing trends. More individuals are turning to social media platforms such as TikTok for instant results on subjects such as food, fashion, and lifestyle. As Google rolls out search generative experiences, user-generated content is gaining increased visibility in search engine results pages (SERPs).
In a talk on diversifying organic traffic for 2025, Carrie Rose highlighted that there is a clear connection between social engagement and brand visibility on trending platforms such as TikTok and improved organic rankings.
Local Search Optimisation
Michel van Luijtelaar reminded us that online reviews remain of utmost importance for local SEO calling them “backlinks of local SEO”. Gregg Gifford supported this in his presentation on local SEO outlining how local search algorithms function differently from traditional search algorithms. This distinction means that businesses need to adapt their link-building and content creation strategies specifically for local search. Local search often prioritises factors like proximity, relevance, and prominence, so it’s essential to focus on locally relevant content, acquire local backlinks, and ensure accurate business listings across directories. By tailoring these elements to the local search landscape, businesses can boost their visibility in local search results and attract more targeted local traffic.
The local search algorithm is designed to deliver results within a defined geographic area. This means that local search results are tailored to provide the most relevant businesses, services, and information based on a user’s specific location. If you are optimising a geo-page to show up in a specific area, you need to be savvy about it. It’s not just about sticking your keywords in the content, it’s about optimising your content for the user and not just the search engine. Think about the queries people are searching for and how your content answers their question whilst providing a good user experience. Gifford gave the example of using the same content for different geo-pages and just changing the meta data. He emphasised that this approach will not help your local SEO rankings.
He recommends instead to consider different content approaches that could effectively boost your business’s visibility in local search including local news and events coverage, local events and resources guides, and other content relating to the area that may not be directly relevant to your product or service. Google is always going to rank those in the area first, so you need to think outside the box.
BrightonSEO highlighted that it is important to stay up to and informed in the ever evolving world of SEO. It’s no longer just about keywords and backlinks; it’s about creating meaningful, user-first content that resonates across platforms and engages audiences in new, innovative ways. As we look to the future, it’s clear that staying at the forefront of these trends will be crucial for sustained success
To stay ahead of the game and your competitors, partner with experts who can elevate your online presence. Contact Fly High Media today to learn how our tailored SEO strategies can help your business soar to new heights!
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