Invest in additional tools and external testing when doing a migration - with Andor Palau

With so many changes in the space, new acronyms have appeared in an attempt to describe the newer activities involved in SEO job roles. However, that’s a distraction, says Charlie Whitworth.Charlie says: “Forget the acronyms, particularly with AI search and SEO.Let's stop focusing on what it's called and focus on what we need to do.”Do acronyms not assist with articulating how SEO has changed?“I don’t think that SEO has ever been a good description of what we do. It's always been a fairly inaccurate acronym, given that we don't actually optimize search engines; we optimize websites.The term SEO has never been particularly accurate, but never more so than now. A lot of time, money, and effort have been spent debating whether or not we're still SEOs, whether SEO is dead, whether we should be called GEOs, LLMEOs, etc. It's a big waste of time.It worries me how much time we're spending talking about these acronyms and not talking about what we should be doing. Who cares what the acronym is? The key is the work.This constant obsession with SEO being dead or being called the right thing always comes back, whether it was after the death of link building or after Penguin and Panda. Obviously, the emergence of AI has exacerbated that. I don't think many other marketing industries are constantly talking about whether or not their acronym is accurate.What we need to be doing is focusing on what's going to drive growth for clients.”

Nikolas Monti-Potsolakis shares that you can take learnings from SEO changes in highly regulated industries like iGaming and apply them to other sectors.Nikolas says: “In regulated sectors, like the iGaming space, companies need to keep SEO relevant and part of their strategy.The iGaming industry is growing across all continents, and SEO shouldn't just be part of your campaign; it should be part of your infrastructure as a company.It will still remain the number one growth factor. Despite all the LLMs, AI, applications, and all these things, SEO is still relevant and should still be relevant if you want to grow your company and succeed in 2026, especially in a very regulated market like iGaming.”

It’s not only SEOs in larger organisations that now have a greater requirement to understand and relate to business leaders. This is becoming increasingly important for independent SEO consultants, too. Adrijana says: “Acquiring high-paying SEO clients requires a different approach that a lot of SEOs are not talking about.”Why does it require a different approach, and what does that approach look like?“When you want to move from full-time SEO to freelancing SEO, or get your own clients on the side, most SEOs are not thinking about the fact that it’s a completely new skill. You already have SEO experience and knowledge, but when you want to get a client, that is a business skill, which you probably haven't developed yet.

In addition to SEOs facing their own traffic challenges, many alsofind themselves tasked with guiding their business leaders through themassive change driven by AI agents.Ben says: “Guide your C-suite into the great agentic unknown, because if youdon't, then nobody else is going to.”What is the great agentic unknown?“I'm talking about the nature of AI agents using websites in the same way that human customers conventionally would. They are researching a topic on behalf of a user based on a prompt, and can go from researching all the way to getting quotes or even adding things to a shopping cart.

Martina Kölsch shares that the Panda Update in 2011 was one of the first major changes by Google that she encountered. SEO is continually evolving, yet one thing remains constant: prioritising a solid SEO foundation, a clear structure, and excellent content. Many tend to overlook these essentials whenever a new trend emerges.Discussion points include:What are the key SEO essentials that many SEOs tend to overlook?Why do SEOs overlook these fundamentals?What benefit do these fundamentals provide in 2026?How do you measure the impact of the fundamentals?When a new trend emerges, how do you know if it is worth spending your time on?How do you continue to ensure that you are focusing on the most impactful activities?

One continuing trend within SEO in 2026 is the ever-increasing degree of difficulty when it comes to driving traffic from organic search. Jack Chambers-Ward advises that this should motivate you to reevaluate your overarching content publishing model.Jack says: “Create and monetise content to survive the upcoming zero-click era of search.”Will we be in an all-encompassing zero-click non-traffic era at some point in the future?“It certainly feels like we're heading that way. With a lot of what Google has been talking about recently – particularly with AI Mode, this is the looming topic in SEO right now.

Increasingly, it seems as though SEO needs to be a complete organisational approach rather than a marketing channel, and this way of thinking is backed by Keith Goode.Keith says: “The SEO who secures buy-in isn't selling rankings, they're selling resilience.”What kind of resilience are you selling?“More specifically, it's organisational resilience.One of the challenges that you will face as an in-house SEO, and oftentimes as a consultant for companies, is getting buy-in for the things that you're recommending for sites – and this problem evolves just like our industry evolves.

Sharon Gwati-Mudzudzu shares the importance of combining SEO tactics with data insights to personalise the user journey to drive smarter decisions.Talking points include:Why do we need to Combine SEO tactics with data insights?How do you Combine SEO tactics with data insights?How does this help to personalise the user journey?What are examples of how a user journey can be personalised?How does this deliver measurable SEO success?How does this help to drive smarter decisions?How should this be implemented on an ongoing basis - how does this fit into a strategy?

Jean Dejsuvan shares that you shouldn't be panicking because SEO isn't dead (again)!Talking points include:Why do people think that SEO is dead?Is SEO changing significantly?What does this mean for new SEOs entering the industry?What are the foundations?How does an SEO ensure that their skills stay relevant?Where do you learn the latest SEO techniques?SEO in moving fast - what should we do ?

Jonathon Roberts shares the importance of building bespoke web apps that automate SEO workflows - like site audits, schema generation and for in-house reporting - by integrating search-engine APIs and real-time dashboards to drastically speed up your optimisation process.Talking points include:What are bespoke web apps that automate SEO workflows?Why can’t we rely on standardised SEO platforms?What are we looking to achieve by doing this?What tasks should we be looking to run through these workflows?How do we build them?Where do we get the data from?How much work do we need to put in to keep everything running smoothly and best-in-class?Why can’t we rely on standardised SEO platforms?Why is building your own tools better?What types of businesses should be doing this?