BrightonSEO 2025 didn’t just deliver the latest industry updates – it gave our team a fresh wave of ideas, clarity, and inspiration. From technical tips to broader strategic shifts, we came away with a sharper understanding of where SEO is heading and how we can keep our clients ahead of the curve.

Back to Basics – and Beyond

For some of us, it was the perfect chance to dive deeper into the fundamentals. Getting to grips with core concepts like E-E-A-T, link building, and SEO terminology helped demystify the discipline and boost confidence in day-to-day conversations.

We also explored some brilliant SEO tools that can make work easier and more efficient – a welcome win for anyone navigating audits, content optimisation or link outreach.

Practical Takeaways for Tech SEO

Several talks dug into technical SEO, and these sessions proved especially valuable. From learning how to unlock the full potential of .htaccess files to discovering new methods for pricing up technical fixes, there were plenty of insights that we can apply directly to client work.

One standout moment was Rasida Begum’s session on calculating SEO opportunities through a technical lens. It offered a smart way of quantifying the ROI of fixes by showing clients the potential uplift in revenue, traffic or KPIs – helping to make the business case clearer than ever. Similarly, Martin Splitt’s talk on rendering gave us a deeper understanding of how Google processes pages, which is vital for those of us levelling up our technical skills.

SEO Isn’t Dead – It’s Just Different

One key message that came through loud and clear: SEO has evolved. The traditional pillars of technical optimisation, content and link building still matter, but they no longer exist in a silo. The future of search is multi-channel – it’s about creating a cohesive search experience that spans Google, Amazon, TikTok, Reddit, ChatGPT and more.

To stay competitive, we need to consider the whole funnel, from visibility to conversion, across platforms. That means tighter integration with Digital PR, Paid Search and Social – all of which are becoming essential tools in the SEO toolkit.

Favourite Speakers & Standout Sessions

With such a jam-packed agenda, it’s no surprise that choosing just one favourite speaker was a challenge for many of us. BrightonSEO 2025 brought together some of the sharpest minds in search, and several talks really struck a chord – for different reasons.

Martin Splitt – Demystifying Rendering

Martin Splitt’s talk, “Rendering – what, how, why?”, was a clear favourite among the team. Known for his knack for making technical topics approachable, Martin delivered a session that made rendering more accessible for everyone – even those not deeply versed in tech SEO.

His ability to break down how Google reads and processes web pages gave us a stronger foundation for understanding how to optimise at a deeper technical level. For those looking to level up in this area, it was a genuinely empowering session.

Ray Saddiq – Multi-Channel Search Strategies & the Power of EEAT

Ray Saddiq (often affectionately referred to by the team as Rey!) delivered an energetic and insightful talk on “How Multi-Channel Content Captures Intent & EEAT to Drive Growth.” His session stood out for reimagining the future of search – not as a single platform, but as a multi-channel experience.

Ray’s approach highlighted the importance of tapping into diverse platforms like Reddit, TikTok and Amazon to align with evolving user intent. It was a refreshing take on how brands can lean into content strategies that don’t just focus on Google but instead aim to meet people wherever they’re searching. For many of us, his talk captured what it truly means to future-proof an SEO strategy in 2025 and beyond.

If you want to know more about this talk, here’s the link to Ray Saddiq’s speaker notes.

Jan Caerels – Unlocking the Power of .htaccess

Jan Caerels impressed with his session on Advanced SEO Techniques with .htaccess. This talk gave the more technically-minded among us something to really dig into, offering practical techniques for leveraging .htaccess to fine-tune performance and solve SEO challenges at the server level.

It wasn’t just about the code – it was about control. Jan’s insight into how to maximise site performance and search impact through server-level changes was both powerful and applicable.

If you want to learn more about this talk, here’s the link to Jan Caerels speaker notes.

Rasida Begum – ROI-Focused SEO

Although already mentioned, Rasida Begum deserves another spotlight for her session on calculating SEO opportunities through a technical lens. Her talk gave us a new way to approach client conversations – particularly when it comes to budget and technical recommendations – by focusing on real, data-backed impact.

Honourable Mentions – UX & Reporting

There were also some standout sessions focused on user experience and reporting – two areas that are growing in importance as the SEO landscape evolves. From refining how we present results to clients, to understanding how UX affects performance, these talks offered valuable tools we’ll definitely be taking forward.

Future Predictions: What’s Next for SEO?

After soaking up insights from some of the industry’s sharpest minds, our team walked away from BrightonSEO 2025 with a clear view of what’s likely to shape the future of search. From the ever-expanding role of AI to the shifting dynamics of how and where people search, here’s what we think is coming next.

AI Is Here to Stay (and Evolve)

One prediction was unanimous: AI isn’t going anywhere – and it’s changing everything.

Talk after talk emphasised how artificial intelligence is rapidly transforming SEO. It’s revolutionising the way we research, create content, and even how search engines interpret relevance and quality. But this isn’t just about ChatGPT or flashy tools – it’s about a fundamental change in how we approach search strategy.

Whether it’s streamlining reporting, enhancing data analysis, or crafting more targeted content, AI is now as essential to an SEO’s toolkit as Google Search Console or Ahrefs. As one team member put it: “We need to think of AI like any other tool – it’s here, and those who embrace it will thrive.”

The Rise (and Risks) of Headless CMS

Another key trend? The growing popularity of headless CMS platforms. While they offer flexibility and scalability for businesses, they come with SEO challenges – especially when JavaScript gets in the way of crawlability and rendering.

This trend presents both a challenge and an opportunity for technical SEOs to upskill and adapt. As more developers lean into these platforms, SEOs will need to work even more closely with dev teams to ensure performance isn’t sacrificed for flexibility.

Google’s Grip May Loosen

Several talks touched on the increasingly fragmented nature of search. While Google remains dominant, it’s no longer the only game in town. Users are turning to TikTok, Reddit, Amazon, YouTube, and AI-powered tools like ChatGPT for answers – especially younger demographics.

That shift means SEOs will need to optimise beyond Google and consider multi-platform visibility. The definition of “search” is broadening, and brands that think holistically about where – and how – people search will be the ones that succeed.

The Value of Real Content & Real People

As AI-generated content floods the web, quality and authenticity are becoming more important than ever. Several speakers highlighted the rise of user-generated content and the importance of trust signals like E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness).

In short: faking it won’t cut it. Audiences – and algorithms – are savvier than ever. Investing in genuine content, real authorship, and meaningful user engagement will be critical as we move forward.

Concerns & Controversies: The Flip Side of BrightonSEO 2025

While the overall experience at BrightonSEO 2025 was hugely positive and packed with insights, it wouldn’t be fair to say everything hit the mark. Our team had a few concerns about some of the content – and it’s worth addressing them.

Quality Was a Mixed Bag

A common reflection was that not all talks met expectations. While many speakers delivered actionable, inspiring content, there were a few sessions that didn’t quite land – whether due to nerves, unclear messaging or simply inaccurate advice.

Some team members felt that a handful of talks fell short of the high bar expected from a leading industry event like BrightonSEO. That said, the standout sessions more than made up for it, and the variety of topics meant there was still something valuable for everyone.

The “Fake E-E-A-T” Debate

Perhaps the most talked-about concern among the team centred around the advice to “fake E-E-A-T until you make it.” It was raised in more than one session, and not everyone agreed with the sentiment – in fact, some found it genuinely troubling.

As one team member put it: “That was a load of rubbish and seriously shouldn’t have been at this year’s talk. It’s a dangerous piece of advice.”

Faking authorship, credentials or expertise undermines the very essence of what E-E-A-T is meant to stand for – authenticity, trust and real value. In an industry already battling issues of misinformation and content quality, advising people to fake signals risks damaging trust with users and search engines alike.

While controversial ideas can spark useful debate, this particular topic struck a nerve – and rightly so.

A Valuable Learning Curve

Despite a few disappointments, the overall tone from the team was still one of inspiration and motivation. The less impressive moments didn’t take away from the stronger sessions, and in some ways, they helped sharpen our critical thinking about what advice to take on board – and what to leave behind.

Highlights & Human Moments: Beyond the Talks

While BrightonSEO is known for its expert speakers and top-tier insights, some of the most memorable moments came from simply spending time together, meeting new people, and soaking up the atmosphere.

Hot Tubs, Seagulls & Seaside Chats

Without a doubt, the hot tub was a surprising – but much-loved – highlight. For many of us, it wasn’t just about relaxing (although that definitely helped!); it was a chance to unwind, have a laugh, and connect with teammates outside of the usual workday pressures. It sparked conversations, strengthened bonds, and made the trip feel that much more special.

There was also a lot of love for the beachside beers, grabber machine prizes (we see you, seagull merch!), and simply enjoying the sunshine during lunch breaks. As one team member put it, “Just sitting on the beach after a morning of talks was perfect – fresh air and good vibes.”

Connecting as a Team

More than anything, the trip gave us time to build relationships within the team, which can often be tricky in the fast-paced day-to-day of agency life. From hot tub chats to shared laughs over merch hauls and seaside strolls, the time together helped us grow stronger as a group – and that’s just as valuable as any technical takeaway.

A Renewed Sense of Excitement

For some, the event also reignited a passion for new areas of SEO, like UX, content strategy and multi-channel thinking. It’s these kinds of moments – the spark of inspiration combined with time to reflect – that make events like BrightonSEO truly worthwhile. 

If you’re looking for a collection of the published talks, click here to read more.