Sharon Gwati-Mudzudzu shares the importance of combining SEO tactics with data insights to personalise the user journey to drive smarter decisions.

Talking points include:

Why do we need to Combine SEO tactics with data insights?

How do you Combine SEO tactics with data insights?

How does this help to personalise the user journey?

What are examples of how a user journey can be personalised?

How does this deliver measurable SEO success?

How does this help to drive smarter decisions?

How should this be implemented on an ongoing basis - how does this fit into a strategy?

Jean Dejsuvan shares that you shouldn't be panicking because SEO isn't dead (again)!

Talking points include:

Why do people think that SEO is dead?

Is SEO changing significantly?

What does this mean for new SEOs entering the industry?

What are the foundations?

How does an SEO ensure that their skills stay relevant?

Where do you learn the latest SEO techniques?

SEO in moving fast - what should we do ?

Jonathon Roberts shares the importance of building bespoke web apps that automate SEO workflows - like site audits, schema generation and for in-house reporting - by integrating search-engine APIs and real-time dashboards to drastically speed up your optimisation process.

Talking points include:

What are bespoke web apps that automate SEO workflows?

Why can’t we rely on standardised SEO platforms?

What are we looking to achieve by doing this?

What tasks should we be looking to run through these workflows?

How do we build them?

Where do we get the data from?

How much work do we need to put in to keep everything running smoothly and best-in-class?

Why can’t we rely on standardised SEO platforms?

Why is building your own tools better?

What types of businesses should be doing this?

Ulduz Ismayilova shares that with AI disrupting top-funnel visibility, SEO strategies must evolve to capture bottom-funnel, conversion-ready traffic.

Talking points include:

How is AI disrupting top-funnel visibility?

Why is it so key to focus on capturing bottom-funnel, conversion-ready traffic?

How do you identify bottom of funnel, conversion-ready traffic?

What happens to top and middle of funnel?

What does this look like as a strategy?

How will this continue to evolve?

Katie Thompson shares the importance of getting expertise straight from the source - EEAT is still important and the most valuable content will come from those who have interviewed real-life, human experts.

Talking points include:

What do you mean by get expertise straight from the source?

Why is EEAT still important?

How does the importance of EEAT manifest itself?

You say that the most valuable content will come from those who have interviewed real-life, human experts. What does this mean in practice?

How do you put together an expert-driven content marketing strategy?

What do you have to include in your content to maximise the opportunity?

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?