Brighton SEO 2025 Recap

This year’s Brighton SEO conference brought together experts across digital PR, SEO and data analytics to explore the shifting landscape of search. Discussions covered everything from LLM visibility to building brand trust and navigating evolving user behaviour. Here are some of my key takeaways from the event and what they mean for our industry.

1. Search is becoming scroll-based

As search evolves, discovery increasingly happens through feeds on social platforms rather than through traditional keyword-based searches. This shift calls for digital PR strategies to adapt by prioritising content that blends seamlessly with users’ browsing experiences. Feeds offer a more organic way for brands to engage audiences, making it essential to focus on producing shareable, engaging content that meets user intent in a non-intrusive, non-heavily promotional way.

2. Social search (Tiktok, Reddit, etc.) is predictive and emotional 

Social platforms like TikTok and Reddit are now predictive search engines, using engagement metrics such as watch time and interaction to understand user intent. These platforms prioritise emotional connections, rewarding content that resonates with audiences on a personal level. For digital PR, this means embracing storytelling and creating content that evokes emotional responses, positioning your brand in a way that aligns with how users connect with content on these platforms.

3. AI search values recency, clarity and structure 

When it comes to the responses LLMs tend to provide, it’s clear that bots prefer recent, clear, and well-structured content. Short, verifiable sentences, easy-to-read visuals (such as charts and tables), and summary sentences to open blogs can increase the likelihood that content will be recognised and ranked higher. In digital PR, this insight should encourage content with simpler, more direct language, prioritising clarity and up-to-date information.

4.  E-E-A-T amplification

Google’s emphasis on E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) has made it critical for brands to demonstrate their credibility online. Backing up content with solid evidence such as reviews, expert citations, and real-world credentials can boost visibility in AI-driven search results. For digital PR, this means amplifying EEAT through content that showcases your brand’s authority and reliability, helping establish a trusted reputation that not only ranks well but also fosters long-term relationships with your audience.

5. Own your sentiment (and fix it)

Monitoring and controlling brand sentiment online is essential in today’s fast-paced media landscape. Negative discussions on platforms like Reddit or in predictive search results can quickly impact brand perception. Brands need to actively monitor these spaces, responding to negativity in a way that addresses concerns and corrects misinformation. By taking control of your brand’s sentiment, you can protect its reputation, build trust with your target audience, and recover from crises effectively.

6.  TikTok is a discovery engine

TikTok has become a major search engine, with 50% of UK users and 40% of Gen Z using it to discover products. This shift means that brands should think beyond traditional marketing and create engaging, entertaining content that aligns with TikTok’s “entertainment-first” approach. For digital PR campaigns, leveraging TikTok for brand visibility can significantly increase reach, especially among younger audiences, by blending promotional messaging with community-driven content that feels natural on the platform.

7. Leverage a 360 approach

LLM are difficult to interpret, and it’s almost impossible to pinpoint exactly why an LLM outputs a specific response to a given search query. Because of this lack of transparency, it’s important not to rely on ‘AI-strategy’ alone. A balanced approach that brings together PR expertise, SEO knowledge, strong content and social amplification ensures every element of a campaign is covered. By combining human strategy with technical insight, you reduce the risks that come with unpredictable AI outputs and create work that is consistent, reliable and aligned with your campaign objectives. 

Christiano Winckler’s SEO and AI Search Visibility Framework covers some actionable, authority-driven tactics to drive organic growth. Read more here: 

https://www.somebodydigital.com/seo-framework

8.  Trust is the foundation of visibility

Trust has become a cornerstone of both search visibility and brand reputation. AI and search engines increasingly reward brands that demonstrate trustworthiness, from consistent content to positive online reviews. For digital PR, this highlights the importance of building trust through transparent communication, engaging authentically with audiences, and building a positive brand image. Trusted brands not only perform better in search rankings but also benefit from increased loyalty and customer advocacy. Aim for increasing trust and visibility will come naturally.

9. International SEO: localisation is not translation

Localising content for international markets is far more than just translating text. Each country has unique cultural preferences and search behaviours that must be understood to create meaningful, effective content. For digital PR, this means tailoring campaigns to the specific needs of each market, such as aligning content with local values, adjusting tone, or using regionally relevant data. Effective localisation drives stronger connections with international audiences and improves SEO performance by meeting their specific search expectations.

10. Reinterpret trends to fit your brand

Newsjacking works best when there’s a natural link between a breaking story and your brand, but that perfect fit doesn’t always exist. Instead of forcing a connection, you can reinterpret a wider trend and shape it into something relevant to your expertise. In effect, you’re creating your own angle on the news – a story that still taps into what people are talking about, but through a lens that suits your brand. This approach keeps you timely without stretching credibility, allowing you to be part of the conversation while still delivering expertise that aligns with your brand.