BSEO_-_The_Game_Is_Gone_-_Callum_Steenson_-_Deck_-_2026.pdf

In a new AI search era, teamwork truly does make the discoverability dream work.

At BrightonSEO, SEO Account Director, Callum Steenson, explored how AI Search is rewarding brands that operate as a cohesive unit across SEO, Content, PR, and Social - rather than relying on these channels in isolation.

In this session, Callum presented KINESSO's new TRAQ Framework that supports cross-channel teams to work together in a new AI Readiness Audit that our largest brands are using to secure highly-relevant mentions within LLMs.

Transcript

1. The Game is Gone: How AI Search Rewards Teams, Not Tactics Callum Steenson KINESSO UK&I
2. @brightonSEO / #brightonSEO On the agenda The Game Is Gone AI Search Under The Hood Framework: How To Play As A Team
3. @brightonSEO / #brightonSEO Growing up in the star player era
4. @brightonSEO / #brightonSEO @brightonSEO / #brightonSEO
5. @brightonSEO / #brightonSEO @brightonSEO / #brightonSEO @brightonSEO / #brightonSEO The Star Player Era
6. @brightonSEO / #brightonSEO But then, this happened:
7. @brightonSEO / #brightonSEO @brightonSEO / #brightonSEO
8. @brightonSEO / #brightonSEO The Game Is Gone
9. @brightonSEO / #brightonSEO @brightonSEO / #brightonSEO from Star Player Era to Modern Team
10. @brightonSEO / #brightonSEO @brightonSEO / #brightonSEO SEO AI Search Optimising for search engines Optimising for answer engines
11. @brightonSEO / #brightonSEO @brightonSEO / #brightonSEO Search Engines Answer Engines Sites Index Rank RAG
12. @brightonSEO / #brightonSEO Social Content PR SEO
13. @brightonSEO / #brightonSEO PR Social Content SEO
14. @brightonSEO / #brightonSEO Content SEO Social PR
15. @brightonSEO / #brightonSEO BRAND WEBSI 3RD PARTY LISTIC REDDIT THREA CAPTERRA + G REVIEWS
16. @brightonSEO / #brightonSEO Brand Website 3rd party listicles Reddit Thread Capterra + G2 Reviews
17. @brightonSEO / #brightonSEO Brand Website 3rd Party Listicle Reddit Thread Capterra + G2 Reviews
18. @brightonSEO / #brightonSEO Brand Website 3rd Party Listicle Reddit Thread Capterra + G2 Reviews
19. @brightonSEO / #brightonSEO Brand Website 3rd Party Listicle Reddit Thread Reviews
20. @brightonSEO / #brightonSEO @brightonSEO / #brightonSEO SEO “Is this website optimised?” Content SEO Social PR Search Engines Answer Engines “Does this brand’s website, content, PR and social reinforce the same narrative?” SoloStarPlayer PlayAsATeam
21. @brightonSEO / #brightonSEO Traditional SEO tact therefore out of shape and out of position
22. @brightonSEO / #brightonSEO Out of shape When was the last time your SEO Audit evaluated your brand narrative across PR, Social and Content?
23. @brightonSEO / #brightonSEO Out of position SEO chasing keywords PR chasing headlines Social chasing engagement Content chasing output
24. @brightonSEO / #brightonSEO So, what do we do instead?
25. @brightonSEO / #brightonSEO @brightonSEO / #brightonSEO Oneness Synergy Alignmen
26. @brightonSEO / #brightonSEO @brightonSEO / #brightonSEO Brighton SEO – The Game Is Gone Trust Relevancy Access Quality
27. @brightonSEO / #brightonSEO @brightonSEO / #brightonSEO 0 1,000 2,000 3,000 4,000 5,000 6,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Traffic/Volume Trend on an AI Overview Affected Page Traffic Volume AI overviews roll out in US
28. @brightonSEO / #brightonSEO @brightonSEO / #brightonSEO 0 50 100 150 200 250 300 350 Google AIO Mentions Our Client Increased Google AIO Mentions +700% Post-TRAQ Our Client Competitor 1 Competitor 2 Competitor 3 TRAQ
29. @brightonSEO / #brightonSEO @brightonSEO / #brightonSEO 18% AI SOV +300 AIO Mentions +36% Traffic Increase
30. @brightonSEO / #brightonSEO @brightonSEO / #brightonSEO 0 10 20 30 40 50 60 70 25/06/2025 25/07/2025 25/08/2025 25/09/2025 25/10/2025 25/11/2025 25/12/2025 25/01/2026 Chatgpt mentions The #1 mentioned brand in ChatGPT Our Client Competitor 1 Competitor 2 Competitor 3
31. @brightonSEO / #brightonSEO @brightonSEO / #brightonSEO Social Content PR SEO • Reputation & Credibility • Reviews & Ratings • Community Mentions • Community Sentiment • Social Mentions • Social Sentiment • Awards & Accreditations • Wikipedia Profile & Content • Coverage On Reputable Sites • Relevance Of Brand Mentions Trust
32. @brightonSEO / #brightonSEO @brightonSEO / #brightonSEO Relevancy Social Content PR SEO • Semantics & Intent • Semantic Niche Coverage • Internal Linking • Content Structure • Query Fanout • High-Salience • Schema Markup
33. @brightonSEO / #brightonSEO @brightonSEO / #brightonSEO Access Social Content PR SEO • Architecture & Integration • Crawler Accessibility • Site Structure • CDN Setup • Use of JavaScript • Cannibalisation Management • Accessibility Compliance
34. @brightonSEO / #brightonSEO @brightonSEO / #brightonSEO Quality Social Content PR SEO • Authority & Depth • Content Depth • Content Localisation • Content Freshness • Statistics & Data • Expert Quotes • Cites Sources • Author Authority • Multi-Modal Content
35. @brightonSEO / #brightonSEO Teams > Tactics Top 5 Most Cited AI Search Sources Reddit Wikipedia Forbes Medium LinkedIn #1 #2 #3 #4 #5 49% 37% 4% 3% 2% July 2025
36. @brightonSEO / #brightonSEO Medium LinkedIn Wikipedia Teams > Tactics Top 5 Most Cited AI Search Sources Reddit Forbes #1 #2 #3 #4 #5 19% 15% 7% 6% 5% September 2025
37. @brightonSEO / #brightonSEO Reddit Wikipedia LinkedIn Teams > Tactics Top 5 Most Cited AI Search Sources G2 #1 #2 #3 #4 #5 16% 14% 10% 7% 5% March 2026 YouTube
38. @brightonSEO / #brightonSEO Complete TRAQ Lite on your own brand:
39. @brightonSEO / #brightonSEO 39 Designed for growth. Scale $4.3bn 3,000 UK Investment Platform Identity Commerce Talent Intelligence at Scale 49 million Verified IDs Connected Commerce UK Experts Manchester. Leeds. Newcastle. London Source: COMvergence
40. @brightonSEO / #brightonSEO @brightonSEO / #brightonSEO The game is evolving
41. @brightonSEO / #brightonSEO Thank you. email: callum.steenson@kinesso.com linkedin: linkedin.com/in/callum-samuel-04984a15b SCAN FOR TRAQ LITE