This talk is for anyone! From junior SEO specialists, marketers, to small business owners wanting to learn about the basics of a successful SEO strategy in 2025

Simon will discuss the evolution of search and how online consumer behavior has shifted with the introduction of various new search features. Digesting information online in 2025 can be overwhelming, which is placing a higher value than ever before on conversions for brands and publishers who can successfully navigate for a high click-through rate.

Every digital experience that can be a conversation is becoming one. But here’s the catch: the conversation your customers are having with your content may not be the one you’re seeing. Add to this the need to optimise for multi-turn conversations, and the challenge becomes clear: where do you even begin?

In this talk, Jon Earnshaw reveals why the journey your audience takes into search matters more than ever, how to anticipate and predict multi-turn queries, and how to transform these insights into a future-proof content strategy.

This session is for anyone intrigued and perhaps perplexed by the rise of conversational search - from AI Overviews and AI Mode to ChatGPT and beyond. Where is it all heading? How do you ensure your brand doesn’t just join the conversation, but persists through multiple turns?