Last week I joined thousands of marketers in Brighton for one of the world’s biggest search conferences, brightonSEO.
This year’s event was packed with insights about conversion, content and the fast-changing role of AI in search. The overall message was pretty clear: AI is transforming how people find and interact with content but it is not something to fear. The opportunity is to adapt, not panic.
(Also, AI helped me write up my notes from the day, so it can’t be all bad!)
Here are my three main takeaways from the day.
1. Conversions need clarity, not just clicks
In the first session on CRO, the message was simple: more traffic does not always mean more results.
It’s easy to focus on rankings and traffic numbers, but conversions only happen when people trust what they see and know what to do next.
Speakers talked about the importance of clarity above the fold, strong calls to action, and remembering that the footer is still part of the journey (even if you might think no one scrolls there!)
Design and content need to work together to create an experience that guides users, not just attracts them. If someone cannot tell what you do, who you help and why it matters within the first few seconds, you’re already losing them.
2. Format is the unsung hero of good content
The content sessions focused on how structure and usability are becoming just as important as storytelling.
Consistent, well-structured formats help both readers and search engines understand your message. It is not about churning out endless blogs but creating content that serves a clear purpose, whether that’s a listicle, tool, quiz or guide.
One standout theme was the importance of building tools and interactive content that AI overviews cannot display. Things like calculators, downloads and comparison tables give users a reason to click through rather than stay on an AI-generated summary. As search becomes more answer-focused, creating formats that add extra value is key to earning engagement.
A great format can keep you focused, makes sign-off easier and helps users find what they need faster. It also makes content easier to adapt across channels, which means you’re getting the most you can out of every idea. It’s all about repurposing!
In short, good form creates better function.
3. AI is changing search, but humans still lead the way
As expected, AI took centre stage at this year’s event, with plenty of discussion about how tools like ChatGPT and Google’s AI Mode are reshaping search.
The big takeaway was that AI-driven results are heavily influenced by content quality and structure. Around 60% of what appears in AI overviews can be shaped through good SEO, clear formatting and concise, factual writing.
Pages that are fast, well-structured and regularly updated are performing best. Mentions are starting to matter more than backlinks. Platforms like Reddit are also becoming unexpected sources of influence and credibility within AI search results.
Most importantly, AI rewards content with an opinion. Having a clear point of view helps you stand out in a world of summaries and statistics. Challenger brands in particular have an opportunity to compete by being specific, helpful and human within Google’s AI Mode.
Some final thoughts from the conference
brightonSEO 2025 showed that while AI and automation are reshaping the industry, they are also creating space for creativity, clarity and genuine human experience.
The brands that will stand out are the ones that adapt quickly, stay curious and keep their focus on people. Because no matter how clever the tools become, great marketing still comes down to understanding what people need and saying it clearly.