6 Key Takeaways from MozCon London

I recently attended MozCon London (August 2025), and as always, the event was packed with insights, debates, and practical tips. While the SEO industry has never stood still, the pace of change today—driven largely by AI—is reshaping how we think about search, content, and brand.

I left strongly encouraged that our industry has gulped and realised that AI is just a fast evolution and we need to adapt pragmatically as we always have.

Here are my six big takeaways from the conference (with some personal reflections mixed in):

1. SEO is continuing to evolve — and maybe it’s now Search Everywhere Optimisation

Looking back, today’s AI-driven search landscape can be traced all the way back to Google’s Hummingbird update a decade ago. Search is no longer just about rankings on Google; it’s about being present wherever customers seek answers. That’s why the idea of “Search Everywhere Optimisation” might better capture the role SEO plays in 2025.

2. Organic search is now a brand channel, less a performance one

Organic search has for long been about driving measurable performance. Today, it’s increasingly about building brand presence. Attribution still matters, but we need to stop obsessing over exact numbers. The real challenge is to tell a story with the data—one that communicates how all channels work together rather than trying to measure the impact of each channel.

3. SEO remains foundational: rankings fuel AI Overviews, AI engines and landing page conversions

If we want to feature in AI-driven answers, strong organic rankings are more important than ever. High-performing landing pages and authoritative content aren’t just about traffic—they’re what feed AI Overviews and AI engines. For CMOs, this means SEO isn’t a nice-to-have: it’s a key driver of conversions and brand visibility in an AI-first world.

4. Equimedia's SEO philosophy remains sound—but needs sharper brand focus

Charlie Marchant’s presentation reinforced that the fundamentals of SEO remain steady, even as tactics evolve. Some highlights worth emphasising:

• Double down on EEAT (Expertise, Experience, Authority, Trust).

• Keep brand messaging consistent across all channels.

• Add expert bios with credentials to blog content.

• Target PAA (People Also Ask) questions.

• Format answers directly under headings for easier AI scraping.

• Regularly refresh high-performing content.

• Update the About Us page thoughtfully.

• Use schema effectively.

• Invest in digital PR with outlets influential in AI systems (e.g., awards, independent review sites).

• Proactively manage negative sentiment online.

The tactics will keep shifting, but the underlying truth remains: quality content and a consistent brand voice matter more than short-term hacks.

5. Content quality is non-negotiable

Chima Mmeje (Content head at Moz)  summed this up powerfully: search results are becoming crowded with generic, forgettable content. To rise above the noise, brands need to:

• Be the primary source, not just a rehash.

• Share lived experiences.

• Build interactive content that engages users.

• Work multi-modally—for example, turn a webinar into a blog series, short video clips, and social content.

• Give more than anyone else—to your audience and to the content ecosystem.

• Think like a publisher: addictive, must-return-for content.

• Have a clear point of view.

• Encourage user-generated stories of how customers solve problems with your product.

• Empower employees as influencers for authenticity.

In short, the future belongs to brands who act less like marketers and more like publishers.

6. Server-side GA4 can unlock traffic visibility

On the analytics side, server-side GA4 setups are showing big gains in traffic visibility. Adjustments like extending organic lookback windows can surface valuable insights that often get lost in default settings. For SEO teams, this could mean a clearer picture of organic’s true impact.

Final Thoughts

MozCon London made it clear: while tools, tactics, and platforms keep shifting, the fundamentals remain the same—quality, credibility, and creativity win. SEO is no longer just about search rankings; it’s about being everywhere your audience looks, and building the kind of brand presence that even AI can’t ignore.

If you'd like to talk about your Analytics or SEO needs, please get in touch. 

Image: Tom Capper speaking at MozCon London 2025