BrightonSEO: The Truth About Where Search is Headed

brightonSEO might be behind us, but the impact is anything but. Across two days at The Brighton Centre, I was totally immersed in some of the smartest, unfiltered, and forward-thinking conversations happening right now around search, content, and digital PR. 

The sun was shining, but let’s be honest – that wasn’t the real highlight. The true value was in the straight-talking sessions and industry-leading insights from the experts who are living and breathing this every day. 

The big takeaway? SEO isn’t dead. It’s not even on life support. It’s alive, mutating, and demanding more from marketers than ever before. From the rise of AI to the redefinition of what ‘search’ even means, this year’s event laid it all out.  

Here’s what stuck with me – and what every business and marketer should be paying attention to right now. 

SEO Isn’t Dead, It’s Growing Up

One session asked if SEO was dead or dying. The answer? Not even close. But if you’re still treating it like it’s 2015, you might as well be. Because it’s shifting. Evolving. Morphing. Into something more complex, more integrated, and – frankly – more exciting. 

Traditional backlinks are getting harder to secure. Unsurprisingly, journalists don’t want a link to your sales page. Fair enough. Instead, they seek content that’s useful, relevant, and thought-provoking for their audiences, accompanied by valuable links that add context and support the article. Not only does this build trust, enhance authority, and showcase credibility, but it also drives clicks and genuine leads. 

From SEO to ‘SO’

The conversation is expanding from Search Engine Optimisation to simply Search Optimisation. Because let’s face it: people aren’t just ‘Googling’ anymore. They’re asking ChatGPT. They’re searching TikTok. Reddit. Instagram. LinkedIn. WhatsApp groups. If you’re not thinking beyond Google, there’s a whole wide world you’re missing out on.  

In fact, one talk I listened in on revealed that 80% of surveyed users were using generative AI daily as a search tool, instead of traditional platforms. That’s huge. It’s no longer a niche; it’s a mainstream shift. 

AI: The Elephant in Every Room

Naturally, AI was discussed in every keynote I attended. Whether about content creation, trust, or user behaviour. 

The consensus was to use AI to support with strategy and idea generation, not replace it. Automate reporting, speed up auditing, and analyse data. But when it comes to content, always keep a human in the loop. 

While it’s on the rise, trust in AI is still shaky – only 38% of individuals say they trust it, and the majority of people are uncomfortable admitting they use it. In fact, only one in 10 agencies inform their clients for fear of stigma or negative association.  

People-First Content. Always 

One message came through loud and clear: content that doesn’t put people first is content that won’t perform. Simple. 

Forget chasing keywords for the sake of rankings, content needs to be driven by empathy, trust, and genuine user need. And it’s not just good practice – it aligns directly with Google’s E-E-A-T principles: Experience, Expertise, Authoritativeness, and Trustworthiness. 

And here’s the real kicker… you can’t tick those boxes with fluff. You need to show up with real value. With information that your audience actually cares about. 

 In today’s landscape, video is taking precedence for this. People don’t want to scroll through 2,000 words to find the answer. They want it in bite-sized, digestible and shareable clips. So, break it down. Make it snappy, helpful, and human. 

The Future of SEO

Some final takeaways…

Accessibility is non-negotiable.

Especially important with the looming European Accessibility Act which comes into effect from 28th June 2025, which dictates upgrades to user experience and inclusivity. However, 95.9% of websites still fail basic tests. Shocking. 

Discoverability matters more than rankings.

Engaging in online conversations to build brand mentions increases your chances of inclusion in AI-generated answers, keeping you front-and-centre of those who matter the most to your business. 

Newsjacking is still a PR goldmine – if you’re quick.

Rapidly reacting to breaking news with content that ties your business to current global topics and furthers the conversation is key in positioning organisations as industry leaders. But timing and relevance are essential. 

brightonSEO 2025 didn’t just reaffirm what we at Reech already believe – it threw down the gauntlet. SEO is growing up. The question is: are you? 

Don’t just ‘do SEO’. Dominate it. We help brands get seen, get clicked, and get results. If you’re ready to take search seriously – and get found by the right people in the right places – we’re here to make it happen.