P_-_SXO_-_BrightonSEO_2025_-_FINAL.pdf

Transcript

2. The SEO landscape has not shifted as much in the last 12 years as it has in the last 12 months. #brightonseo @James_Perrott
3. #brightonseo @James_Perrott
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5. Conclusions? ➔ “Zero-Click” searches increase ➔ For now, it is reasonable to assume that this is mainly impacting non-commercial search queries. 🤖 AI Overviews AI OVERVIEWS #brightonseo @James_Perrott
6. ➔ Big difference between industries. 7% for e-commerce and 31% for finance. ➔ Google are yet to release AI Overviews for many markets (Nordics are not released) but US numbers are a good benchmark. 🤖 AI Overviews appear on 37% of queries (March, 2025) Source: Advanced Web Ranking, March 2025 AI OVERVIEWS #brightonseo @James_Perrott
7. Source: SEMRUSH & Statista, “Online Search After ChatGPT”, 2024 #brightonseo @James_Perrott ➔ Doesn’t have to be a zero sum game. Google and ChatGPT can grow the overall pie. ➔ It is possible that consumers get used to going to ChatGPT for everything related to “search”. 🤖 ChatGPT reaches 400 million weekly active users CHATGPT MOMENTUM
8. Source: Aleyda Solis / LinkedIn #brightonseo @James_Perrott Let’s get this straight… ➔ Google uses our content and overlaid with their own AI, creates AIO and steals traffic ➔ Now core messaging has been given from Google as recent as 2 days ago that we should NOT use AI for the main part of our content 🤖 Let’s now create mass AI driven content. MARKET RECEPTION
9. Leads to a 60% decrease in average CTR and possibly a 30% reduction in organic traffic. AI Overviews is a “winner takes all” game. Being featured will drive big outcomes for a select few. The Organic search section on Page 1 will likely be reduced and placed further down (AI Overviews take up more space). What are the implications? What does the future look like? Dramatic drops in traffic for “informational” queries. #brightonseo @James_Perrott
10. TAKEAWAY: Let’s make every session from SEO count 󰚖 #brightonseo @James_Perrott
11. We will see this more and more. Do NOT panic. Source: SparkToro Traffic is Down, Revenue is Up #brightonseo @James_Perrott
12. Unstructured and reactive Tactical but isolated Defined SEO strategy It’s a journey you must take now. To succeed in the modern SEO landscape, it is crucial that you enable as many “agents of change” within your organisation as possible. Once achieved, the results are 10x what you have traditionally been used to. MATURITY JOURNEY From laggard to market leader. SEO first organisation SEO MATURITY 󰘨 #brightonseo @James_Perrott
13. SXO [/ˈess-ex-oh’/] • Acronym A data-driven digital marketing strategy that combines SEO, UX & CRO to create websites that rank highly in search results, provide a positive user experience and convert visitors into leads or customers. #brightonseo @James_Perrott
14. Ensures that your target audience can find your site and content. SEO Ensuring that users have a smooth, engaging, and intuitive experience when they arrive on the site UX Providing high-quality, relevant, and engaging content that meets the users' needs and expectations Content Making sure it is easy for users to take desired actions. CRO It is truly time to blow up the silos. SEO MATURITY 󰘨 #brightonseo @James_Perrott
15. The reason for SXO is simple… #brightonseo @James_Perrott
16. The traditional relationship between SEO & CRO SEO were happy just topping this up: • Higher rankings • Higher traffic levels CRO were happy with ensuring folk made it through: • Conversion rate increase • Purchase flow centric #brightonseo @James_Perrott
17. Who’s best to handle these complex areas? #brightonseo @James_Perrott
18. SEO continues with this: • Maintaining rankings and impressions • Maintaining traffic levels With a key focus on understanding search intent The modern relationship between SEO & CRO Using CRO to test & improve: • Conversion rate increase • Purchase flow centric SEO & UX combine to evaluate: • User journey mapping • Navigation structure • E-E-A-T best practise • Data-driven insights to inform and create new landing pages • Blend SEO optimised content with CRO & UX principles • Qualitative and quantitative analysis on whole user experience • Optimise for organic audiences #brightonseo @James_Perrott
19. Bring more people to the funnel SEO CRO Increase organic visibility & reach relevant audience Test & optimise key pages and journey points for conversion Improve conversion rate through the funnel ➔ Top position rankings ➔ Informative landing pages ➔ Keyword & SERP analysis ➔ Technical SEO checks Increase number of conversions on the website Achieve the goal SXO | Synergy Across SEO & CRO 🤝 ➔ CRO & UX recommendations ➔ User Behaviour analysis ➔ Funnel improvements ➔ AB testing guidance #brightonseo @James_Perrott
20. 🌟 A holistic SEO & CRO team, optimized for efficiency. An agile team is designed to activate the right skills when needed. With a project manager working closely alongside the channel leads, it ensures seamless collaboration that maximizes results. DIGITAL PR TECHNICAL SEO PROJECT LEAD CONTENT CRO & UX #brightonseo @James_Perrott
21. SXO can change your mindset Instead of just saying… …we can also ask… Is my metadata optimised for the top keywords I’m targeting? Is what's stated in the metadata relevant to solving the user’s problem? Is the website fast and meet CWV? Can my users get to the solution to their problem as quickly as possible? Does my main H1 match what my users are searching for for better ranking? Does the headline messaging help provide value and show my user this product will help answer their problem? Has my efforts improved search visibility and increased traffic? Does this traffic also convert? If not, why not? #brightonseo @James_Perrott
22. Navigation Optimisation SEO best practice, internal linking, UX research & tree testing On-page optimization Reviewing UX principles on each page and whether copy is UX and CRO friendly (driving conversions) SEM, SEO, CRO Synergies, shared audience insights, defining best pages for each journey Content Optimisation EEAT, Categorisation & filters, understanding the purpose and main KPI of articles, copy writing with conversion in mind Conversion Performance Funnel analysis, Heatmapping, UX writing performance reporting, optimising commercial pages for organic Testing & Insights A/B testing to better understand consumers, linking this back to SEO and Copywriting The game changer element? Adding in Content, CRO & UX #brightonseo @James_Perrott
23. Distansinstitutet SXO Case Study #brightonseo @James_Perrott
24. 50% 30% • Content Framework • On-page Optimisation • Heatmapping & Session Recordings • UX Best Practices • Copywriting updates & re-layout for conversion Using SXO to improve the product pages and core user journey CASE STUDY #brightonseo @James_Perrott
25. A user’s potential thoughts and perspective through the page A new wireframe, visualising our recommended changes, with updated copy and additional content Larger CTAs, pricing and clear H1 Simplified course overview for relevancy Detailed lists and information to address questions regarding the course Highlight experts to build trust Reassurance - what sort of career you can have, plus testimonials and stats Timeline and schedule for managing expectations What will the course subject cover? What will I learn? Do I have the right education to apply? How long would it take? Would I need to do anything specific during the course? What sort of qualifications would I get? What’s the teacher like? Are they an expert in the field? Can I trust the legitimacy of this course? What sort of job could I expect after doing this course? Will it help me advance my career? What other details about the course does it show? Any information about the topics covered and what specifics I will learn? What happens if…? We created a new page template CASE STUDY Is this course relevant and worth exploring further? #brightonseo @James_Perrott
26. +45% IMPRESSIONS +30% CLICKS 🚀 Our efforts saw good growth in SEO traffic CASE STUDY #brightonseo @James_Perrott
27. +34% REVENUE 💸 And great success in our client’s revenue streams CASE STUDY #brightonseo @James_Perrott +2,1% Conversion Rate (%pp)
28. To Summarise #brightonseo @James_Perrott
29. SEO We are fighting a hard fight 󰙤 Expectations What is our new normal? 󰤃 Counterpunch What is our plan to counter the shift? 🗺 Teamwork It has never been as crucial to blow the silos up as it is now 󰹯 Skill Sets Are we the best people to design the solution? 󰟤 #brightonseo @James_Perrott
30. AI search is here to stay. LLM-driven platforms are growing rapidly, requiring businesses to develop strategies for engagement and visibility in this new “channel”. The rise of AI Overviews, AI Mode, and zero-click searches is reducing traditional search visibility, likely impacting both organic and paid performance. Conclusions What does the future look like? As ROI in traditional media channels decline, businesses will adapt their SEO and paid strategies to be more efficient while prioritizing diversification into other channels to sustain growth. #brightonseo @James_Perrott
31. Thank you! James Perrot SEO Director & Partner jp@precisdigital.com #brightonseo @James_Perrott