The SEO event to own them all, BrightonSEO, returned this April, and we were delighted to send Elliot Dawson, Technical SEO Strategist, and Nathan Hunter, SEO Content Executive, to attend the two-day industry pilgrimage. Here, Nathan shares his key takeaways from the event, along with some actionable advice and topics to keep in mind going forward.
Let’s go!
What I Learnt at BrightonSEO April 2025
Well, where do I start with my journey to BrightonSEO?
It was the first conference I’ve been to in my career, and I was blown away by the scale of not only the venue but also the number of attendees and speakers.
Exhibition stands sprawled around every corner, people from across the globe networking and collaborating, and, of course, having a front-row seat to listen to expert industry insights in search, content, and influencer marketing.
I learned a lot about the evolving landscapes in SEO, AI, PPC, and the role PR will play in 2025. Whilst the journey to and from the event was an event in itself, alongside the unfortunate incident of falling into nettles en route to Brighton and breaking down on the motorway (the car, not myself), let’s get to the real takeaway: what I learned at BrightonSEO Spring 2025.
The Changing Landscape of SEO
Search Behaviours Are Changing
The core message I took from BrightonSEO is that user behaviour is in full-blown evolution, thanks to LLMs like ChatGPT.
Traditional searches on Google are morphing into more “conversational” ones, mimicking speech, such as, “What are the best flights from Manchester to Barcelona for late August?” rather than “cheap flights Manchester Barcelona.” Queries are lengthier, more specific and reflect how we ask questions IRL.
Google vs. ChatGPT: Who’s Referring Traffic?
One of the more surprising revelations was how ChatGPT traffic patterns differ from Google’s. Even in the same sector, such as travel, finance or fashion, ChatGPT might list a totally different set of brands than Google’s top organic listings.
In fact, the deck showed that only about three of the top ten travel sites matched up between Google’s SERPs and ChatGPT’s recommended links. That means, if you’re big on Google, you might not be so hot on ChatGPT (and vice versa).
It’s such an interesting dynamic, where this new environment is both an opportunity and a disruption to Google’s monopoly. Watch this space on this one!
AI Mentions Don’t Always Translate into Real Traffic
The speech also pointed out that “mentions” from LLMs aren’t necessarily a guarantee that people will follow through to your site.
Chatgpt might mention your brand, but if the user’s query is answered in the chat response, they may not need to click through. This is something we recently tackled in our ‘AI in Search’ post, which you can read here.
On the flip side, if ChatGPT is fuzzy or short on details, a user might click to learn more, leading to high-intent, engaged visitors. I think the main thing I took from this is that we need to track AI-based mentions and see what they actually do for metrics.
Essentially, your entire site needs some AI-friendly TLC, not just your homepage or your top-level pages. If ChatGPT surfaces that random subpage, you’d best hope it’s polished and up to date with the latest, most relevant information.
Gen AI Search Monitoring
If the changing SEO landscape explains the “why” of AI-based search changes, Ray Grieselhuber’s presentation focused on the “how to measure it.”
Here are the most relevant highlights that I took from it:
- Multi-Polar Search: Ray points out that it’s no longer just “Google vs. Bing.” We have ChatGPT, Bing’s GPT integration, Bard, Perplexity and others. We might still see Google leading the way, but generative AI is making user behaviour more scattershot, where people jump from one platform to another depending on what they need.
- Rethinking “Traffic”: Zero-click SERPs and chat-based answers can solve a user’s query right on the spot. That’s great for the user, but not so great if you’re measuring success purely by “did they click on my link?” The argumentwas that we should expand what we measure, focusing on both Brand mentions in LLM responses, and Share of Voice across AI outputs; essentially, how often you pop up versus your competitors.
- AI’s Dependence on Traditional Indexes: What I found so interesting about this part was that behind the scenes, many LLMs are using Google’s or Bing’s indexes to fetch real-time information. This approach – known as retrieval-augmented generation (RAG) – helps LLMs stay current and avoid “hallucinations,” but it also means that the core foundations of SEO, such as sound technical optimisation, relevant content and link authority, do still matter. The LLM might re-rank or re-summarise that content, but it often starts with Google or Bing’s data anyway.
Rethinking SEO: From Clicks to Credibility
As something of a self-confessed PR geek, one of the standout sessions for me was one that challenged a core assumption of traditional SEO: that success is measured by clicks. The speaker, Matt Cayless, presented a case for moving beyond standard metrics like click-through rates and backlinks, emphasising instead the growing importance of brand authority, especially as search and discovery become more AI-driven.
Matt pointed out that click-through rates are falling, but brand power isn’t. This shift reflects the broader reality that fewer people are clicking on links from search engines, but brands that have established themselves as trusted sources still win visibility and influence. In this context, SEO is no longer just about climbing the SERPs; it’s essentially about showing up where it matters before someone even searches.
This is where digital authority PR comes into play. Unlike traditional digital PR, which may chase backlinks, this strategy is about embedding your brand in high-authority spaces that matter to both humans and machines – think top-tier podcasts, industry newsletters, niche communities, and expert roundups. These are the channels that LLMs and AI assistants increasingly draw on when shaping answers, recommendations and perspectives.
The talk broke down exactly how digital authority PR works, starting with content that builds credibility, finding authoritative platforms to feature it and reinforcing that exposure with consistent messaging across the digital ecosystem. This isn’t just a new tab on your SEO dashboard, it’s a whole new mindset.
In fact, one slide from the session showed a new buyer journey, where influence happens long before someone ever types a query into Google. From influencer posts and expert interviews to brand mentions in respected forums, SEO success in this era is about building trust far beyond your own website.
Unlocking the Power of Apple Maps
Lastly, for this blog, one of the standout sessions I attended at BrightonSEO was about unlocking the power of Apple Maps & reaching millions of iPhone users. With so much focus typically on Google, this talk was a refreshing reminder that Apple Maps is a seriously underutilised tool for Local SEO, and one that holds massive potential for businesses looking to reach iPhone users.
The first key takeaway was the importance of getting your location information spot-on.
Businesses often overlook the basics, but Apple Maps is not forgiving when it comes to incorrect data. The speaker emphasised the importance of claiming your listings directly – so don’t leave them in the hands of third parties or random contributors. Ensure that your address, contact details, and business hours are accurate and up to date. Consistency is also crucial; your information needs to align across all digital platforms.
Beyond just getting the basics right, optimising your Apple Maps profile can give you a serious edge. Adding high-quality photos can make a world of difference in attracting attention, especially in today’s low-attention economy. Just like on other platforms, visual content can entice users to click on your listing over a competitor’s.
The session also introduced “Showcases” – Apple’s version of posts, which allow businesses to promote special offers, events or updates. This is a great way to stay relevant and engaging with your audience. If people or businesses haven’t already, it’s essential to enable actionable buttons like “Call,” “Get Directions,” and “Book Now.”
Apple Reviews are also an often-overlooked piece of the puzzle, but they matter more than many businesses realise. The speaker highlighted that native Apple reviews carry significant weight within the Apple ecosystem. The more quality feedback you receive, the more visible your listing becomes, so it’s a good idea to politely encourage satisfied customers to leave a review. Something as simple as a friendly nudge in a follow-up email can go a long way.
All in all, this session was a wake-up call to start giving Apple Maps the attention it deserves. With millions of iPhone users relying on it daily, it’s a channel that businesses can’t afford to ignore, yet we often look at other competitors first.
TLDR…
The overarching messages I took from BrightonSEO were:
- Don’t Ditch Google Just Yet: Google remains critical, and ironically, it also underpins many LLM results. If you rank well on Google, that’s an excellent starting point for AI success, even if there are no guarantees.
- Be Prepared for a Splintered Search Landscape: Users might bounce from ChatGPT to Bing GPT to Bard, then back to Google for “final confirmation.” It’s crucial to stay visible across multiple frontiers.
- Data, Data, Data: Whether you’re measuring brand mentions, raw traffic, or share of voice, keep a close eye on how user engagement and conversions actually look once folks land on your site. Data and measurement is something we touched on recently in our Meta update post, so it goes beyond just search, indeed covering the entire digital marketing mix.
- Move Beyond Standard Metrics: Move beyond standard metrics such as click-through rates and backlinks and emphasise the growing importance of brand authority, especially as search and discovery become more AI-driven.
- Utilise Apple Maps: Apple Maps is an underutilised tool for local SEO, and one that holds massive potential for businesses looking to reach iPhone users.
Final Thoughts
Although the nettle-induced stinging in my hands lasted throughout the two-day conference, I left Brighton with a wealth of knowledge about the changing landscapes within the industry. It wasn’t just a chance to hear from key thinkers within the industry, it was also a bit of a reset on how I think about search, content and digital strategy in general.
The big takeaway? Things are shifting. Fast. But not in a way that means we need to throw everything out and start again. It’s more about adapting, testing and being open to new ways of doing things.
What really stood out to me was just how much the search landscape is fragmenting. It’s no longer enough to rank on Google and call it a day. Whether it’s ChatGPT surfacing your brand in a completely different context, or users jumping across multiple platforms or socials before making a decision, the journey from question to conversion isn’t linear anymore. And that’s okay, it just means we need to think a little differently and adapt.
There’s also a quiet but important shift happening around what “good performance” looks like. It’s not all about clicks and backlinks anymore. Brand authority, visibility across different types of platforms (even ones like Apple Maps), and being present where people are actually looking; that’s where the value is heading.
It’s less flashy, but probably more sustainable in the long run.
So, while it might feel like everything’s in flux, what BrightonSEO showed me is that the fundamentals still matter: clear messaging, useful content, smart tracking, and being helpful to real people. The tools and platforms might change, but that part doesn’t.
And honestly, that’s kind of refreshing.
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BrightonSEO returns in Autumn 2025, and you can find out more about the conference here.
