Anastasia Kotabinski
SEO Organic Direction Lead · SE Ranking
Webinar & Conference Session
Key takeaways
- 2:35Sustainable link building in 2025 focuses on integrated digital PR and brand mentions (citations) rather than individual domain authority metrics; 96.5% of web content receives no traffic, making quality over quantity essential.
- 20:51User experience and behavior (how users interact with pages) are now critical ranking factors; restructuring content based on user scroll patterns and table-of-contents jumps can yield 50% traffic increases within weeks.
- 24:56CTR (click-through rate) should be the focus, not just ranking position; top-ranking pages don't always receive the most clicks, and improving CTR can drive higher rankings independent of current position.
- 1:03:42Entity-based topic clustering replaces traditional keyword planning; create topic wheels connecting related entities and subtopics to establish topical authority and avoid duplicate, low-value content repetition.
- 29:12AI overviews appeared in 20% of tracked keywords as of November 2024 (up from 12% in August), with 60% of websites appearing in AI overviews also ranking in the top 10 organic results; brand mentions in training data are now as valuable as backlinks.
Questions Anastasia Kotabinski answered
Longer-tail queries trigger AI overviews more often, which are typically informational rather than transactional; tracking requires manual correlation of AI overview keywords with Google Search Console and GA4 conversion data.
AI. CTR. Chaos. What the Smartest SEOs Are Doing Differently in 20251:39:21