Ethan Smith, dubbed the AEO expert, is making one of his only UK appearances this year at BrightonSEO. Don’t miss your chance to see him live as he breaks down what’s real, what’s hype, and what you should actually do about it.

In this myth-busting session, Ethan challenges the biggest narratives shaping SEO and AEO using actual, real user, reliable data. More importantly, you’ll leave with a practical framework for interpreting data in the AI era:

- How to assess whether a statistic is trustworthy
- Which data sources deserve scrutiny, and which deserve confidence
- How to verify traffic claims and market share numbers
- How to run your own experiments and publish defensible research

The takeaway: Trust, but verify. Verify, then trust.