While this masterclass is open to all digital marketing professionals, it is especially valuable for SEO practitioners looking to: Measure and enhance off-page impact Integrate brand-building into their strategy Stay ahead of evolving search algorithms and AI-driven ranking factors
Trust is in crisis. People are navigating an increasingly fragmented digital world – where news, advertising, influencers, and brands compete for credibility in a landscape shaped by bias, algorithms, and polarisation. Traditional success metrics like backlinks and domain authority no longer provide a complete picture of a brand’s visibility and influence on search performance.
For brands, this is a massive challenge. If people don’t know who to trust, how do you convince them to trust you?
At the same time, search is being redefined. In the era of advanced AI and an ever-evolving search landscape, SEO is undergoing a fundamental transformation. Google is changing the way it ranks content – moving beyond old-school SEO tactics and looking for real-world trust signals such as mentions, authority, and reputation.
And users are taking their searches away from the open web, to ecosystems such as social media, LLMs, and forums. The way your brand talks and is talked about across platforms now directly influences how you show up in search.
In this masterclass, Content and Digital PR experts Beth Nunnington and Steve Clarkson will break down how trust is reshaping impacting digital marketing – and what brands need to do to stay ahead.
What you'll learn:
How to build trust across platforms – strengthen your brand credibility across SEO, social and PR
How to get coverage, mentions and trust signals that improve rankings
How to stay ahead of AI & search changes by adapting to Google’s entity-based ranking and the rise of multi-platform discovery
How to create content that feels real – cut through the noise with content that is trusted
