With Google AI Overviews, ChatGPT, Perplexity and other AI-powered search experiences increasingly providing answers directly, the traditional relationship between search, traffic and websites is changing.
So what does this mean for the people responsible for websites, SEO and digital customer experiences?
From big changes to practical answers
The afternoon brought together knowledgeable speakers, engaged customers and plenty of questions and discussion around SEO, GEO, SEM and the changing search landscape.
We explored how organisations can:
- Understand how AI search is changing visibility, traffic and customer journeys
- Start working with GEO and prepare content for AI-driven search
- Bring SEO, SEM and content closer together
- Think differently about measuring visibility when searches don't always result in a click
- Connect content, search data and optimisation in the daily work with a website
One thing came through particularly clearly: there is a lot of interest in turning all of this into something practical.
For us, that means staying close to the people who work with websites every day. SEO and AI search shouldn't be something that lives separately from content work. The real value comes when insights, data and optimisation become part of the everyday workflow.
Bringing data and AI closer to the editor
We also demonstrated Proxima AI Assistant for Optimizely and showed how AI support can be brought directly into the CMS.
There was particularly strong interest in the possibilities of connecting AI Assistant with Google Analytics, Google Search Console and Google Ads – giving editors access to performance data that can help them understand where content needs attention and where their efforts can have the greatest impact.
We are also exploring the possibility of a Matomo connector, depending on customer interest.
The goal is simple: help organisations spend less time on manual content work and more time improving the content that matters.
And then, the conversations continued
After the presentations, the evening continued with good food, drinks, networking and plenty of conversations about the challenges organisations are facing right now.
A big thank you to everyone who joined us, asked questions and shared experiences.
We hope you left with a clearer picture of what SEO and AI search mean for your organisation – and, most importantly, some practical ideas you can take back to work.
Thank you for making it such a great afternoon.