Top 5 Takeaways from Decoding Discovery: Episode 1
July 2025
AI is already reshaping the way we approach SEO and search visibility. In the first episode of Brave Talk: Decoding Discovery, Geoff Griffiths, Harry Clarke and Ashleigh Noad explore how marketers can respond to changes in the search landscape and use AI tools to their advantage. Here are five standout takeaways from the episode:
1. Brands are concerned about losing traffic due to AI features
AI overviews and snippets are starting to dominate the SERP. Understandably, brands are worried that they might start losing traffic as users get their answers directly from the search results. While there is a drop in informational traffic, conversion-led traffic has largely held firm. That means the goal has shifted. Visibility in AI-powered search features is now the priority.
2. Understanding user journeys is crucial for AI strategy
To make sense of AI’s impact on your brand, you need to understand your customer journey. Map out where users interact with AI features and tailor your content to those specific points. Once you’ve identified the right keywords and queries, it’s easier to optimise for how and where your audience is searching.
3. AI is not replacing SEO jobs but enhancing them
AI is best used to level up SEO teams, not replace them. By automating repetitive or complex tasks, it gives SEOs more time to focus on strategic work. That means better results for brands and more value from your teams. The key is to embed AI in a way that frees up your experts to do what they do best.
4. Content quality remains paramount despite AI advancements
Even with the rise of AI-generated content, quality still matters. Brands should avoid mass-producing AI content for the sake of scale. Instead, prioritise high-value, user-first content that solves real problems. AI should enhance your output, not dilute it.
5. Brands must adapt to the evolving search landscape
Search is changing fast. Brands that succeed will be those that adapt just as quickly. It’s not just about ranking for keywords anymore, it’s about understanding how LLMs interpret your content and what they choose to surface. Stay close to the latest developments, optimise accordingly, and make your content count.
Watch the full episode of Brave Talk: Decoding Discovery now to hear the full conversation and get ahead of the next wave of search.
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