BrightonSEO April 2025 

A couple of weeks ago, some of the Threepipe Reply team had the pleasure of attending brightonSEO April 2025, the world’s biggest search conference. As anticipated it proved to be a really interesting day, full of inspiring talks and insightful conversations and we left with a whole range of great ideas to put into practice.

Our key takeaways from the day were:

• With AI’s presence in search becoming more and more prominent it is important to understand how to maintain site visibility across both traditional search engines and AI results. AI chatbots and search engines are starting to act, at the very least, as a middle-man between users and publishers, so understanding the different ways AI crawls websites and serves content is crucial. For instance, ChatGPT uses Bing as its source of information, and so sites that are not indexed on Bing cannot be used or referenced by ChatGPT. New tools are also being developed to help track appearances in AI results so measuring visibility is becoming easier. This will help to guide SEO strategy and content production as these tools will help us to understand user behaviour and what types on content perform better.

• From June, all companies operating within the EU will be subject to the European Accessibility Act, which aims to enhance the accessibility of products and services for people with disabilities. This legislation will also apply to websites and so it is important to begin taking steps to ensure sites are compliant. Site owners and publishers should consider the different ways users might interact with their site, for instance by using screen readers or navigating a site without using a mouse. The appropriate optimisations can then be made, from enhancing colour contrasts and implementing image alt text to improving keyboard focus and adding keyboard traps.

• It is important to have a proactive website strategy that anticipates market trends and user behaviour, rather than a reactive strategy that relies too heavily on chasing trends, competitor activity or past performance. Machine learning can be used in conjunction with existing data to predict user behaviour and identify optimisation opportunities with the greatest potential. In turn, this can help to increase user satisfaction and ROI, improving the performance of websites.

Need tips and recommendations on how to improve your SEO? Drop us a note at hello.threepipe@reply.com.