24/09/2025
A huge shoutout to the Fire Wire team for pulling together such an incredible Edge Of Search conference. Adam and I walked away buzzing with ideas – and while SEO isn’t the core of what we do at Poppy Seed Media, we’re massive believers in staying curious. SEO impacts every corner of digital marketing, and keeping across the latest trends helps us give better, smarter advice to our clients.
We wanted to share our three biggest takeaways from the day:
👏 Content quality and human value matter. AI can generate content at scale, but search engines (especially Google) are increasingly prioritising helpful, original, and people-first content. Simply churning out AI articles won’t cut it – you need strategy, human oversight, and unique insights to stand out.
👏 Search is becoming more conversational. With AI-driven search features (like Google’s Search Generative Experience and Bing Chat), users are searching in longer, more natural phrases. This means SEO strategies need to shift from just keywords to answering real questions, optimising for conversational queries, and building content that solves problems directly (TLDR: focus on the passage not the keywords).
👏 Technical SEO and authority still rules (not o'doyle). Even with AI changing how results are displayed, the fundamentals aren’t going away. Strong technical SEO, high-quality backlinks, and domain authority remain critical. AI may alter how people discover you, but authority, trust, and user experience will keep you ranking.
How are you feeling about AI and it's impact on digital marketing? 🤔