SEO in 2025

• Concentrate on one topic at a time to gain topical authority and improve rankings - Dani Leitner

  Dani Leitner shares the importance of concentrating on one topic at a time to gain topical authority and improve rankings.Talking points include:Why is Google focusing more on topical authority?What difference does this make to the quality of content it serves?What does this do for a small brand’s ability to compete?Why can small brands compete more effectively?How do you build topical authority?How do you know the right audience questions to answer?How do you know where you should be engaging with your audience?

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• Focus on delivering meaningful content to users (and don't dismiss EEAT signals) - Iva Jovanovic

  Iva Jovanovic shares the importance of focusing on delivering meaningful content to users (and don't dismiss EEAT signals) .Talking points include:What is meaningful content?How important is EEAT in content in 2025?You say that “Quality content will now more than ever be the main thing for all search engines” - how do you define quality content?By all search engines - are you mainly referring to Google?How do you think that the content creation process should be handled in 2025?How should brands decide on what content to create?How should a brand incorporate EEAT into their content?What are some mistakes that companies are making with their content creation process?

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• Focus on building brand search volume - with Ryan Jones

  In this episode, Ryan Jones shares the importance of focusing on building brand search volume.Discussion points include:Why is building brand search volume important?How do you measure increases in brand search volume?How do you know which marketing activity increased the brand search volume?Can SEOs claim credit for increasing brand search volume?What are the key SEO activities that can increase brand search volume?What are the key non-SEO ways to increase brand search volume?Should you try to increase brand search volume on non-traditional search engines and discovery engines?What is the future of building brand search volume?

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  15:41
• Experience (within the E-E-A-T family) is the key element within the AI era - with Gemma Fontané

  Gemma Fontané shares that Experience (within the E-E-A-T family) is the key element within the AI era.Discussion points include:- How experience will be a differential element for websites- Concrete tips to leverage experience through Google (&other platforms)- Why is experience so important?- How does Google measure experience?- How do you demonstrate experience?- How will the importance of experience continue to evolve?

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  15:41
• Stop assuming that 'producing content' is a necessary component of modern SEO - Jono Alderson

  Jono Alderson shares that we should stop writing articles. He says "Stop assuming that 'producing content' is a core, valuable, or necessary component of modern SEO. Burn your content marketing playbook, and critically assess the role of content in a world where Google can synthesize answers to increasingly large numbers of (types of) queries."Discussion points include:Why do we need to burn our content marketing playbook?How do we critically assess the role of content in a world where Google can synthesize answers to increasingly large numbers of queries?What does this do - how do we adapt our strategy?What does a content marketing playbook look like in 2025?What content strategies won’t make it?Is AI going to make content marketing doomed?Can we use AI in a way that augments our content, without fear of being gazumped?How does this affect the setting of an SEO strategy?

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