Search is changing fast, and marketers are having to grapple with a new set of challenges: impressions climbing while clicks fall, and the question of how brands stay visible inside AI-powered search experiences.

Our Head of SEO, Jake Bentham, tackled these shifts as a guest on the latest episode of Modern Marketing and Measurement, digging into how search is evolving and where businesses should be directing their attention.

Across the conversation, Jake makes the case that core SEO principles haven’t lost their relevance, even as the pace of change accelerates. He unpacks how schema markup, content structure and technical optimisation shape how brands are picked up and represented within large language models, and cautions against ditching tried-and-tested SEO practices just to chase the latest AI trend.

The discussion also turns to what success looks like beyond rankings alone, the case for ongoing experimentation, and how brands can weigh up new AI-driven opportunities without losing sight of the fundamentals that have always underpinned strong search marketing.

Find out more on our website.

About AgencyUK

Every day we apply our strategic, creative and technical expertise to create a meaningful difference for our client’s brands. We help them reach their goals by directing their brands to become smarter, more desirable and more valuable.