It’s a tricky time to be in SEO. AI-driven search is reshaping how people find answers, but measuring visibility within LLMs is almost impossible (despite what many tools are claiming!) - and likely will be for a while, because prompts are not keywords. Audiences might type more 'traditional' search terms into tools like ChatGPT to start with but as their understanding and trust develops, user prompts will evolve to become more complex, contextual, and deeply personal (i.e they'll shift from 'best running shoes' to 'I'm thinking about training for a 10k for the first time - my current trainers are knackered so I need some new ones. I'm size 5 and prefer well cushioned shoes although I don't know about my pronation. What should I get?') and so we'll never be able to prioritise according to 'prompt volume'. This talk will explore how we can adapt by shifting from chasing search volumes to deeply understanding audiences, needs, and behaviours. I'll share tips for finding killer audience insights and turning them into content that will resonate with Google, LLMs and real people, now and in the future, including a custom GPT that I'll make available to the audience.