BrightonSEO 2025 signalled a decisive shift in search strategy: trust has replaced traditional optimisation as the key to success. The consensus among speakers at the UK’s leading SEO event was clear: SEO is no longer about gaming algorithms but about building genuine credibility with both users and the AI systems shaping search results.
That transformation, said Yordan Dimitrov, captures the new reality: the era of “SEO versus AI” is over. Search engines and AI platforms such as Google, ChatGPT and Perplexity now draw from the same pools of online data. A brand’s authority determines whether it appears in AI-generated summaries and citations. As Tamara Novitovic put it, the new goal is not to top rankings but to become a source that AI trusts enough to quote.
Erin Simmons distilled the mood neatly: “Visibility is a byproduct of trust.” Her point underscored that in an age of AI snippets, brands must embed themselves in the data ecosystems those systems use. That means publishing consistent, well-structured content that machines can interpret accurately and reuse confidently.
Backlinks still matter, but their value is now contextual. In his talk “Thinking Beyond The Link,” Charlie Clark argued that mentions in expert panels, research citations or podcasts carry more weight than raw link counts. Digital PR must evolve from chasing coverage to securing credible references that AI systems recognise.
Technical SEO, too, is adapting. Jerome Salomon and Pieter Serraris demonstrated how log file analysis reveals how AI crawlers interact with websites, offering deeper insight into algorithmic visibility. John Iwuozor introduced vector embeddings – a way of mapping meaning – as a new foundation for understanding how search engines assess relevance beyond keywords and page speed.
The rise of zero-click searches was another key theme. Jack Chambers-Ward’s session, “Future of Content with Zero Clicks,” argued that fewer direct visits do not signal failure. Instead, success means producing content that AI can repurpose in summaries and snippets, extending a brand’s reach beyond its own site.
Measuring that impact requires new tools. Jonathan Moore’s discussion on GA4 analytics highlighted how metrics such as page views and conversions miss much of today’s engagement. Marketers must now account for “dark social” interactions, brand mentions and AI-driven citations – all indicators of influence that evade conventional dashboards.
Source: Noah Wire Services
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
8
Notes:
The narrative references BrightonSEO 2025, which is scheduled for October 2025. The article was published on October 28, 2025, indicating it is current. However, the content may be based on press releases or pre-event information, which typically warrants a high freshness score. No evidence of recycled news or republished content was found. No discrepancies in figures, dates, or quotes were identified. No earlier versions of this content were found. The article includes updated data but recycles older material, which may justify a higher freshness score but should still be flagged.
Quotes check
Score:
7
Notes:
The article includes direct quotes from speakers at BrightonSEO 2025. No identical quotes were found in earlier material, suggesting originality. However, without access to the original speeches or presentations, it’s challenging to verify the accuracy of these quotes. The wording of the quotes varies slightly from standard phrasing, which may indicate paraphrasing.
Source reliability
Score:
6
Notes:
The narrative originates from Koozai, a digital marketing agency. While Koozai is a known entity in the industry, it is not a traditional news organisation. This raises questions about the objectivity and potential biases in the reporting. The article does not provide direct links to the original speeches or presentations, making it difficult to verify the information independently.
Plausability check
Score:
8
Notes:
The claims about the shift in SEO towards trust and AI are plausible and align with current industry trends. The article references sessions and speakers at BrightonSEO 2025, which are consistent with the conference’s announced agenda. However, without direct access to the original presentations or speeches, it’s challenging to fully verify the accuracy of the claims. The language and tone are consistent with industry reporting, and there are no signs of excessive or off-topic detail.
Overall assessment
Verdict (FAIL, OPEN, PASS): OPEN
Confidence (LOW, MEDIUM, HIGH): MEDIUM
Summary:
The narrative provides current insights into the evolving role of trust and AI in SEO, referencing BrightonSEO 2025. While the content appears original and aligns with industry trends, the reliance on paraphrased quotes and the lack of direct links to original sources raise concerns about accuracy and objectivity. The source’s reliability is moderate, and the plausibility of the claims is high. Given these factors, the overall assessment is OPEN with medium confidence.
Supercharge Your Content Strategy
Feel free to test this content on your social media sites to see whether it works for your community.
