In this talk, Ainhoa will explain how SEO performance is shifting as rankings become more volatile and SERPs are increasingly shaped by zero-click experiences and platforms like Reddit.

She will show how combining SEO data with Reddit insights helps move from keyword-led strategies to topic-driven content plans based on real user intent, conversations, and gaps.

The session will focus on using this combined intelligence to improve content relevance, build authority, and prioritise visibility where it actually drives impact.