Here are three takeaways that stuck with me after a weekend of reflection...

1. Just because you can fake expertise, doesn’t mean you should

The first day buzzed with controversy after a talk on how to use GenAI to fake expertise. Cue a flood of reactions on LinkedIn – and a collective sense of déjà vu for those of us who remember the bad old days of black hat SEO.

As someone who's been deep in content strategy for over a decade, I’m firmly in the camp that says: don’t do it.

The future of search belongs to brands that create high-quality, authentic content that delivers real value. And that value looks different depending on where someone is in their journey – researching a mortgage, comparing cars, or buying a light fitting all demand very different types of content.

In an AI-shaped future, brands that prioritise real expertise over shortcuts will win.

2. It’s too early for a silver bullet in AI search

AI was everywhere this year – especially talks claiming to unlock the secrets of LLMs and AIOs.

But here’s the truth: for every speaker, there was a different theory. Many weren’t grounded in data, but the best ones were. They recognised that this space is evolving too fast for one-size-fits-all answers.

So, what can we do?
1. Study real human behaviour – where, when, and how are people searching?
2. Experiment fast and often – with old playbooks out the window, testing at scale is the only way to keep up.

At KINESSO, we’re investing in tools that help us decode audience behaviour by category and test what works in real time.

3. SEO is still painting itself into a corner

Despite the brainpower on stage, a recurring theme was clear: SEO still struggles for visibility in the broader marketing world.

There’s too much siloed thinking. Too much frustration that senior leaders don’t see its value. And too many SEO-shaped solutions being applied to problems that need a broader view.

That said, there were bright spots. Talks exploring the fragmentation of search and the role of platforms like TikTok and YouTube were right on the money.

We need to reframe how we talk about search. It’s not just a channel. It’s a human behaviour that happens throughout the customer journey – and it’s influenced by every touchpoint in the ecosystem.

Sometimes the right answer isn’t organic optimisation. It might be influencer content. Or display. Or video. Success lies in understanding the search journeys within your category and building a full OESP ecosystem around them.

The longer we keep talking in silos, the harder it will be to change perceptions.

Get the full presentation:

Danny’s full Brighton SEO deck – How to Fight Giants: SEO Secrets for Challenger Brands – is now available. Packed with practical insights for challenger brands looking to compete (and win) against category giants.

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