BrightonSEO once again delivered the latest thinking on the evolving search landscape. This year, AI dominated the conversation. Every talk, panel and discussion pointed to the same conclusion: AI SEO is now a foundational part of modern search marketing.
At ExtraDigital, we have long anticipated this shift. BrightonSEO reinforced our strategic direction and highlighted the emerging areas that forward-thinking brands should now prioritise.
AI SEO Is Redefining Visibility
The conference reinforced that traditional SEO principles still matter but that AI is transforming how content is discovered, evaluated and surfaced.
Search journeys increasingly begin with:
- AI assistants
- Voice interfaces
- Conversational search
- Multimodal platforms (visual + text search combined)
Rather than focusing solely on ranking positions, brands must now understand how AI models identify, interpret and reference online information.
This is a significant evolution in how visibility is achieved.
From Keywords to Conversations
One of the strongest messages was that user behaviour is shifting beyond simple queries. People now speak to search systems in complete thoughts and natural language.
This is shaping a new model of content discovery based on:
- Context
- Intent
- Entity understanding
- Topic relationships
- Conversational relevance
The shift does not replace keyword research, but it reframes it within a broader understanding of how users think and how AI responds. Brands that recognise this shift will deliver more resilient, future-proof search performance.
The New Priorities for On-Page AI SEO
BrightonSEO reinforced how essential it is for brands to present information in a clear, structured way. AI systems favour content that is simple to interpret, reliable and easy to summarise for users. Content that follows strong E.E.A.T. principles consistently performs best.
Key developments that expert agencies must lead on include:
1. AI-Friendly Content Architecture
Content must be logically organised and contextually rich so AI systems can understand its purpose.
2. Strong Entity Signals
Search is shifting towards entities, attributes and relationships. Clear identity and relevance signals are essential.
3. Schema and Structured Data Advancements
Schema is evolving rapidly, and search engines continue to introduce new types, properties and interpretation rules. Brands need to stay ahead of these changes to ensure their website content remains machine-readable.
4. Multimodal Search Compatibility
AI systems now merge text, voice and visual inputs. Brands need content that works across all formats, not just written search.
These areas are becoming critical for maintaining visibility in AI-powered environments.
Off-Page SEO Now Influences AI Discovery
Off-page SEO still plays a major role, but the focus is expanding. AI tools do not rely solely on backlinks; they assess trust, authority and consistency across the entire digital footprint.
Emerging off-page factors include:
- Brand mention quality, not just quantity
- Consistency of public information across major platforms
- Expertise signals, such as thought leadership and credible commentary
- AI trust indicators, including reliable, verifiable data
AI models draw from vast datasets. Brands with stronger digital authority benefit from more frequent referencing by search systems and AI assistants.
The New Areas of AI SEO That Brands Should Be Ready For
BrightonSEO highlighted several important developments that every forward-thinking business should be aware of. These changes are already influencing how customers discover brands online, and they will only become more important over the months ahead.
Here are the key areas where brands can gain a real competitive advantage:
1. Being Chosen by AI Chat Assistants
Tools like ChatGPT, Perplexity and Google’s AI Overviews often summarise information from multiple sources. Brands with clear, trustworthy content are more likely to be selected when these systems provide answers.
This increases brand visibility even before a user reaches a website.
2. Becoming a Referenced Source by AI
As AI platforms evolve, we expect more transparency around where answers come from. Brands with strong reputations and consistent messaging will be cited more often, helping build authority and trust with potential customers.
3. Standing Out in Google’s Search Generative Experience (SGE)
SGE is changing how Google displays search results. Some information is now generated directly by AI, with websites highlighted within those responses.
Being positioned correctly here can significantly increase visibility and click-throughs.
4. Ensuring Content Is Recognised by Large Language Models
AI models rely on high-quality, reliable information.
Brands with strong digital footprints are more likely to be referenced and recommended by these systems, both now and in the future.
5. Preparing for Multimodal Search
Search is no longer just text. AI now analyses images, instructions, descriptions and context together. Brands that make their content easy for AI to understand across multiple formats will be at an advantage.
6. Using AI-Driven Insights to Stay Ahead of Competitors
Modern AI tools can spot trends, identify gaps and predict user behaviour faster than traditional analytics. Businesses that embrace these insights early will be able to adapt quickly and stay ahead.
These areas represent the next stage of search. Brands that take action early will stand out, while those that wait may find themselves overtaken by faster-moving competitors.
What This Means for Your Business
One of the clearest messages from BrightonSEO is that success in the new AI-driven search environment requires clarity, authority and consistency.
The fundamentals still matter:
- Provide genuinely helpful content
- Communicate clearly across all touchpoints
- Establish expertise and credibility
- Build a strong, trustworthy online presence
What has changed is how AI tools interpret this information and use it to answer user queries.
At ExtraDigital, we combine proven SEO practices with a deep understanding of how AI systems read, analyse and surface content. This ensures our clients stay visible not only in traditional search results, but also within the new AI-driven discovery journeys.
Final Thoughts
BrightonSEO made one thing clear – AI is not replacing SEO, it is expanding it!
Brands that adapt now will benefit from increased visibility, stronger authority and more opportunities to reach their audience. Those that delay may find themselves struggling to stay visible as AI-driven discovery becomes the norm.
If you would like to explore how AI SEO can support your growth, increase visibility and future-proof your digital presence, the team at ExtraDigital is ready to help.You don’t need to navigate the complexities of AI SEO alone. The ExtraDigital team will help you understand what actually matters, where the opportunities are and how to build a strategy that supports real commercial results.
If you want to strengthen your brand presence and prepare for the future of search, we’re ready when you are.
Frequently Asked Questions
What were the main AI SEO takeaways from BrightonSEO 2025?
BrightonSEO 2025 made it clear that AI SEO is now a foundational part of search marketing. The event highlighted how AI assistants, conversational search, and multimodal platforms are reshaping visibility, with a stronger focus on context, intent, entities, and trust rather than traditional ranking positions alone.
How is AI changing search from keywords to conversations?
Search behaviour is shifting from short keyword queries to natural, conversational interactions. Users now speak to search systems in complete thoughts, which means AI evaluates context, intent, topic relationships, and conversational relevance. Keywords still matter, but they are now part of a broader, intent-driven framework.
What on-page SEO priorities matter most for AI-powered search?
AI-powered search favours content that is clearly structured, easy to interpret, and reliable. Key priorities include AI-friendly content architecture, strong entity signals, up-to-date schema and structured data, and compatibility with multimodal search formats such as text, voice, and images.
How does off-page SEO influence AI discovery and visibility?
Off-page SEO now extends beyond backlinks. AI systems assess overall digital authority using signals such as brand mention quality, consistency of information across platforms, expertise indicators like thought leadership, and verifiable data. These principles align closely with the AI-focused approach taken by ExtraDigital when supporting long-term search visibility.
What does BrightonSEO 2025 mean for businesses preparing for the future of search?
The key message for businesses is that success in AI-driven search depends on clarity, authority, and consistency. Brands that provide genuinely helpful content, establish expertise, and maintain a trustworthy digital presence are better positioned for visibility as AI-driven discovery becomes the norm, an approach reflected in how ExtraDigital prepares brands for the future of search.
