{"id":206886,"date":"2025-11-17T15:33:59","date_gmt":"2025-11-17T15:33:59","guid":{"rendered":"https:\/\/www.similarweb.com\/blog\/?p=206886"},"modified":"2025-12-15T15:16:58","modified_gmt":"2025-12-15T15:16:58","slug":"brightonseo-2025","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/marketing\/seo\/brightonseo-2025\/","title":{"rendered":"BrightonSEO or BrightonAEO? The Lines Are Blurring: Our Top 3 Takeaways"},"content":{"rendered":"

BrightonSEO 2025 might as well have been called BrightonAEO.<\/p>\n

This year\u2019s event was packed \u2013 not just with SEOs, but with marketers, content creators, and analysts \u2013 all here to make sense of one thing: AI and its impact on search.<\/strong><\/p>\n

Almost every session circled back to it. How AI is changing discovery. How people find, validate, and act on information.<\/p>\n

How the metrics we\u2019ve relied on for years suddenly don\u2019t tell the full story anymore.<\/strong><\/p>\n

It\u2019s fair to say the industry hasn\u2019t landed on a single playbook yet, but that\u2019s what makes it so interesting. This is the messy, creative phase where ideas form and frameworks take shape.<\/p>\n

Below are our three big takeaways from this year\u2019s event.<\/p>\n

1. The search journey is no longer linear<\/h2>\n

Users aren\u2019t just typing a query into Google and clicking a link right away. They\u2019re discovering, validating, and deciding across multiple platforms \u2013 Reddit threads, TikTok videos, YouTube reviews, Threads posts, AI chats, and more.<\/p>\n

In one of the talks from Searchpulse, it was shared that social media has now become the second most-used \u201csearch engine\u201d after Google<\/strong>.<\/p>\n

\"\"<\/p>\n

For SEOs, it\u2019s a reminder that visibility isn\u2019t just about Google rankings anymore. It\u2019s about being part of the discovery journey, wherever it happens<\/strong>.<\/p>\n

Here\u2019s a simple framework that stuck with us from Searchpulse\u2019s presentation. It\u2019s a great way to think about search intent across platforms:<\/p>\n\n\n\n\n\n\n\n
Search Intent<\/strong><\/td>\nObjective<\/strong><\/td>\nPlatforms<\/strong><\/td>\nWhat brands should do<\/strong><\/td>\n<\/tr>\n
Crowd-sourcing<\/td>\nChecking what others think, do, or recommend<\/td>\nReddit, X (Twitter), Quora<\/td>\nBe a part of discussions, not just a voice above them<\/td>\n<\/tr>\n
Taste-tuning<\/td>\nFinding ideas, products, or content that match their style or identity<\/td>\nTikTok, Instagram, YouTube, Pinterest<\/td>\nUse visuals and storytelling that connect on an emotional level<\/td>\n<\/tr>\n
Fact-finding<\/td>\nSearching for clear, trustworthy information<\/td>\nGoogle, ChatGPT<\/td>\nKeep content structured, credible, and easy to understand<\/td>\n<\/tr>\n
Habit-driven<\/td>\nGoing back to familiar or trusted sources<\/td>\nYouTube, newsletters, Spotify<\/td>\nShow up consistently and deliver value so audiences return<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

The big takeaway? <\/strong>People don\u2019t just search, they explore everywhere.<\/p>\n

Optimizing for search means understanding why<\/strong> people are looking for something, where<\/strong> they go to do it, and how<\/strong> to show up at the right moment – across channels.<\/p>\n

\"\"<\/p>\n

2. We\u2019re defining the AEO playbook in real time<\/h2>\n

Once you accept that discovery happens everywhere, you realise traditional SEO metrics<\/a> can\u2019t capture the full story on their own.<\/p>\n

That\u2019s where AEO<\/a> comes in.<\/p>\n

Instead of optimizing purely for rankings, AEO focuses on being referenced by AI systems that summarize, cite, and interpret content.<\/p>\n

In many of the talks, one theme kept repeating: content that performs well for AI has structure, clarity, and credibility. It\u2019s written for humans <\/strong>and<\/em><\/strong> machines.<\/strong><\/p>\n

\"\"<\/p>\n

There are some things that stay the same \u2013 like EEAT<\/a> \u2013 but there are also things that are quite new to the AEO world. Here\u2019s a quick summary of the kind of content AI seems to prefer:<\/p>\n\n\n\n\n\n\n\n\n\n
Element<\/strong><\/td>\nWhy It Matters<\/strong><\/td>\nPractical Tip<\/strong><\/td>\n<\/tr>\n
Facts & Statements<\/td>\nAI extracts direct answers<\/td>\nStart sections with concise claims<\/td>\n<\/tr>\n
Lists & Tables<\/td>\nEasier for models to parse<\/td>\nUse structured summaries<\/td>\n<\/tr>\n
FAQ Prompts<\/td>\nMatches AI query syntax<\/td>\nMirror natural questions (\u201cHow\u201d, \u201cWhat\u201d, \u201cWhy\u201d)<\/td>\n<\/tr>\n
Alt Text<\/td>\nImproves multimodal understanding<\/td>\nDescribe intent, not aesthetics<\/td>\n<\/tr>\n
Unique Data<\/td>\nLLMs cite originality<\/td>\nPublish comparative or benchmark data<\/td>\n<\/tr>\n
Off-Page Mentions<\/td>\nMentions influence AI training<\/td>\nEarn visibility on Reddit, YouTube, Wikipedia<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

One quote summed it up perfectly:<\/p>\n

\u201cIt\u2019s not about who ranks anymore. It\u2019s about who gets referenced.\u201d<\/strong><\/p>\n

SEO is no longer just about visibility in one search engine; it\u2019s about building authority that travels across algorithms, humans and machines.<\/p>\n

3. Clarity and structure are the new competitive edge<\/h2>\n

Structure has always been at the heart of good SEO, but it now feels a bit like the early days again. We\u2019re once more figuring out how systems read and interpret content.<\/p>\n

The ones who\u2019ll win in this new phase won\u2019t necessarily be the fastest to publish, but the ones who can make sense of the noise<\/strong>. The ones who know how to connect intent, visibility, and action in a world where AI plays a role at every step.<\/p>\n

And in a landscape where clicks are declining but mentions and citations are rising<\/strong>, success is increasingly about being present in the right channels, and not just getting clicks.<\/p>\n

In his keynote speech, Mike King (iPullRank) shared a practical way to measure success in this new world. He breaks it down into three layers \u2013 input metrics, channel metrics, and performance metrics.<\/p>\n

\"\"<\/p>\n

It\u2019s a simple but powerful way to look at performance: understanding what\u2019s feeding visibility, where it\u2019s showing up, and what outcomes it drives.<\/p>\n

We\u2019ve started seeing this play out in our own product, too. AI brand visibility<\/a> and AI traffic tracking<\/a> are becoming essential for our users to understand how and where their brand appears in generative AI answers, and how people land on their websites from there.<\/p>\n

\"\"<\/p>\n

The truth is there\u2019s no universal formula yet. Everyone\u2019s testing, measuring, and iterating. But that\u2019s also what makes it fun. The playbook\u2019s being written in real time.<\/strong><\/p>\n

The game keeps changing as we learn it<\/h2>\n

As we figure out how to win in this new era, new platforms and search journeys are already taking shape. Google\u2019s AI Mode is a clear example, on track to be the fastest chatbot interface to reach 100 million users<\/strong>. It sits somewhere between a search result and an AI-generated answer, again redefining what visibility looks like.<\/p>\n

For SEOs, this means staying curious and adapting as these hybrid experiences influence how people discover brands and make decisions.<\/p>\n

And a quick shout to Ben Smith from Similarweb, whose BrightonSEO talk, The Code to AI Mode<\/em>, broke this down with the kind of clarity (and enthusiasm) the topic deserves. It\u2019s a good reminder that the landscape keeps shifting as we\u2019re finding our footing.<\/p>\n

What\u2019s next?<\/strong><\/h3>\n

Walking away from BrightonSEO this year, it\u2019s clear the lines between SEO, AEO, and brand strategy are fading fast.<\/p>\n

Search isn\u2019t just changing. It\u2019s expanding<\/strong>. And we\u2019re living through one of the most important shifts in how people discover and understand information online.<\/p>\n

Those who lean into that complexity with curiosity, structure, and a willingness to adapt will be the ones who define what comes next.<\/p>\n

And of course, using the right tool will help you get there much faster.<\/p>\n

Similarweb helps you navigate this evolving landscape, providing the competitive intelligence<\/a> and data you need to optimize performance across AI, SEO, PPC, content, and ecommerce.<\/p>\n

Get in touch with us to see how we can support your efforts to stay on top in an AI-powered digital world.<\/p>\n

Read our takeaways from former BrightonSEO conferences:<\/strong><\/p>\n

Missed brightonSEO? Catch up on Google Trends, AI Impact, and SEO Must-Knows<\/a><\/p>\n

5 Key Takeaways from BrightonSEO 2024<\/a><\/p>\n

8 Takeaways From brightonSEO 2022<\/a><\/p>\n

\n
\n
\n

See AI and SEO working together<\/p>\n

With the most up-to-date data in the world.<\/p>\n

\n Try Similarweb free<\/a>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n\n","protected":false},"excerpt":{"rendered":"

BrightonSEO 2025 might as well have been called BrightonAEO. This year\u2019s event was packed \u2013 not just with SEOs, but with marketers, content creators, and analysts \u2013 all here to make sense of one thing: AI and its impact on search. Almost every session circled back to it. How AI is changing discovery. How people […]<\/p>\n","protected":false},"author":572,"featured_media":206888,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[8793,2803,6345],"tags":[],"class_list":["post-206886","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-geo","category-marketing","category-seo"],"acf":[],"yoast_head":"\nTop 3 Key Takeaways from BrightonSEO 2025 | Similarweb<\/title>\n<meta name=\"description\" content=\"AI dominated BrightonSEO 2025. 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