Convertix sponsored a ticket for our Marketing Data Analyst, Lucía A. Sánchez H., to attend BrightonSEO in October 2025. After reviewing the talks and her notes, one simple idea stood out: measuring success only by rankings is no longer enough.
Authority must be verifiable
Authority is still the key, but AI has changed the rules. “Inferred” authority is no longer enough; what counts is authority that a machine can verify.
A double visibility strategy
This leads to a double strategy:
- Secure rankings, to protect traditional traffic and revenue.
- Win citations in AI answers, to stay visible in a zero-click world.
Compete to be the cited fragment
We no longer compete only for positions. We compete to be the fragment that is cited when an LLM uses retrieval (RAG) and fan-out, expanding the query by entities, intent and time. To get there, invest in advanced structured data (schema) and in knowledge graphs that define entities and attributes.
How to write content for AI retrieval
Content should follow a few rules:
- Evidence blocks: short, precise paragraphs that make sense on their own.
- Structure for retrieval: clear headings, schema, verifiable data and visible sources.
- Think fan-out: cover the entities and attributes the system will ask about in sub-queries.
- No noise: remove boilerplate and unnecessary decoration.
- Easy citation: leave references that are easy to check and link.
The AI Search Manual by iPullRank explains this in depth.
Use log files to understand AI crawlers
As Jérôme Salomon highlighted in his talk, log file analysis helps identify AI crawlers and understand how they access your content. This is key for zero-click optimisation, beyond the limited data Google provides.
Investing in our team
Lucía enjoyed sharing ideas and the energy of the community. At Convertix we are happy to make these experiences possible, because they keep our team up to date with the latest in search. As our Head of SEO, David Ruiz, put it, this is where SEO is moving, and we already apply it in our strategies.