Tom Evans, PR & Marketing Manager:
- AI is reshaping search and SEO strategy
- SEO and digital PR are converging
- Content quality and human relevance are now paramount
On 30th April, I joined more than 5,000 delegates from over 100 countries at brightonSEO. Many of the sessions focused on the rise of AI and its impact on digital marketing in particular, which is understandable given that 88 percent of digital marketers use AI in their day-to-day roles.
One of the main takeaways from the event was that search is changing, and we as marketers need to rethink what success looks like. For years, SEO strategies have centred around rankings, keywords, and traffic volume, and while those metrics still matter, the rise of AI-generated search experiences, evolving user behaviour, and increasingly sophisticated algorithms mean that visibility alone is no longer enough. The brands that stand out in today’s world are the ones creating content that genuinely helps people.
Importantly, this is also changing the relationship between SEO and digital PR. Now, the two disciplines are more closely connected than ever before. As search engines place greater emphasis on authority, trust, and brand signals, PR activity is no longer just about awareness – it is becoming a core part of search visibility.
Topical commentary, thought leadership, press mentions and media coverage all contribute to how brands are understood online, as well as identified by AI-powered search, meaning that the same foundations of strong PR apply: credibility, relevance and audience trust.
Search behaviour is also becoming more conversational; users are asking longer, more specific questions, often expecting direct and immediate answers. With AI overviews and conversational search interfaces becoming more common, people are interacting with search engines differently than they did even a few years ago. This inherently changes the role of content, and instead of simply targeting a keyword, content now needs to solve a problem, answer a question clearly, or provide a unique perspective.
This creates a major opportunity. Campaigns that generate original insights, expert opinions, or data-led stories are not only valuable for media coverage but can also strengthen search performance over time. Rather than treating SEO and PR as separate strands, the two need to work together as part of a broader strategy to focus on content with a clear purpose.
For example, rather than writing broad pieces packed with keywords, marketers should think about:
- What specific question is the audience trying to answer?
- What insight or experience can we add that our competitors do not address?
- How can we make this information easier to understand or apply?
- Is this content genuinely useful enough to be referenced, shared, or revisited?
Practical steps to implement
It is clear then that as marketers, we need to adapt our approach if we want to stand out. Here are a few practical steps worth considering:
Audit content for usefulness, not just traffic
Look beyond rankings and pageviews. Does the content answer real questions? Is it easy to navigate? Would someone genuinely find it helpful?
Focus on expertise and credibility
Where possible, include insights from subject matter experts, real examples, or unique perspectives that add depth and trust.
Create content for humans first
Good SEO content should still read naturally. Clarity, structure, and accessibility matter more than keyword density.
To conclude, as AI continues to reshape the search landscape, the brands that will thrive are those that move beyond traditional SEO metrics and focus on creating content that is genuinely useful, credible, and human-first. By bringing SEO and PR closer together and prioritising expertise over keyword volume, marketers have a real opportunity to build lasting visibility and trust in an increasingly competitive digital world.
