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The ‘death of SEO’ narratives are overblown, but the rulebook has undoubtedly changed.

BrightonSEO on the 10th-11th April 2025 marked my 9th year of attending, and for good reason. Europe’s largest search conference is one of the best ways to stay up to date with the latest trends and ideas from some of the best SEOs in the business, as well as a chance to meet and catch

On December 12th, I was lucky enough to snag a ticket to Google’s Search Central Conference in Zurich, hosted by Martin Splitt, Googlebot whisperer at the Search Relations team, together with Googlers John Mueller, Daniel Waisberg, Irena Tuduce, plus community talks by Judith Lewis and Giacomo Zecchini. Here’s 4 key takeaways from the half-day event