Is SEO Really Dying? | BrightonSEO Industry Recap

Don't do listicles. Aaron Sparks here with Edge of the Web and uh we're here at Brighton SEO 2025 with SE Ranking. >> I I noticed immediately that there seemed to be so many more people here. >> The focus on user uh behavior on websites is really just not getting the the needed focus. It hasn't been for for many many a year. So tell me a little bit about your presentation today at Brighton SEO. >> Clicks are dying. Unfortunately, we can't control the surfs. We can't, you know, figure out what's going on there and try to change that. So what we can control, what we can focus on is earning the scroll. So the clicks that we do have, we want to make sure that they count and they lead to some sort of action. >> Everybody's talking about GEO and XMO and I >> I'm sorry that's old McDonald. Um, and

everybody's talking about those things. You don't need to make up an acronym for an extension to a core service. >> Right. >> Right. It's SEO. It's all the same and it's all different again. It's it's still going down to mentions and links in a way. And they're just temporarily unable to infer quality quite as well, which is opening up people doing short-term tactics. But sometimes it's just as simple as going back to what works for one will work for many, you know, and it's just determining how your customer would like to be treated, how they feel valued, and how you can provide value so that they can continue to grow. >> Here it is. >> The joy of the experimentation is you get to understand and feel it >> performance itself, >> right? And that's an important step. >> We talk about the personalization and and how Chachi BT is learning more about us. Chrome knows so much about me. >> Absolutely. Grom Chromas has so much so much um so much data so much history of data um and Google is has historically been very happy to combine their technological expertise >> we've already seen the search market

fragment over the past 10 years with social becoming more and more important right with YouTube Tik Tok and the others and now we've got another big channel that is maybe 20% of all the search market maybe 10 right it's it's sometimes it's hard to assess exactly what what it takes but it's really significant right now With all of the AI chats attracting so many people, >> our customers are in more channels than ever. Emails, Substacks, Mediums, WhatsApp, Reddit, they're in more places than ever. What's common about all of those places? It's humans engaging with other humans. And you have to ask yourself, where have I made an investment in my career to be to get better at understanding humans? Boom.