It’s 2025, and most marketers are still chasing rankings and traffic as the north star. While these metrics look good on paper, they don’t always drive business impact, and realistically, the search environment is now shaped by AI features and declining clicks.

The truth is that AI overviews are pushing organic results further down the page while social search, private browsing habits, and diversified SERPs are fragmenting user journeys. 

And with such a focus on that, everyone is ignoring the metrics that move the needle:

• Conversion
• Retention
• Long-term brand impact

At MozCon London, I’ll show you how to refocus your strategy on your audience to build meaningful outcomes. You’ll also learn how to create a conversion-focused SEO strategy that drives results even when clicks are down.

It’s true that the rise of AI Overviews, social search, and LLM experiences are changing how users discover and engage with content. As a result, traditional organic visibility is shrinking, and marketers can no longer rely on just traffic to drive growth and quantify business impact. 

To stay competitive, you need a strategy that looks beyond volume and visibility and taps back into what you do best — your brand and your audience. 

This means:

• Prioritising content that converts, not just ranks
• Focusing on intent signals instead of traffic spikes
• Aligning SEO with business outcomes like lead quality, signups, and sales

I’ve seen brands panic every time a new search feature takes root. They want to rewrite content to tap into every channel, chase trending queries, and throw strategy out the window to stay visible, without actually having results or data to back up their changes.

But this reactive approach comes at a cost that we see time and time again:

• A fragmented search strategy 
• Effort wasted on building new pages, writing new content, and wasting technical resources 
• Misalignment from brand to chase trends instead of intent 
• Team burnout from strategy upheavals and chasing goal posts 

In order to stay competitive, you need to adapt while staying true to your roots. 

Stop chasing traffic and trends without the data. We know that SEO strategies need to be more agile than ever, but staying grounded in your brand's roots will consistently be the key.

Here’s what you’ll learn in my MozCon presentation:

A framework for conversion-focused SEO

 Learn how to refocus your SEO strategy around purchase intent, build high-converting content, and turn traffic into tangible business results.

How to navigate the demand deficit

I’ll show you how to overcome shrinking top-of-funnel visibility by diversifying your channels based on audience behavior and product fit.

Strategies for long-term brand loyalty

 Learn how to build audience trust and brand affinity in crowded markets where you're not the only one selling similar products.

Why reactive SEO is holding you back

 Understand the cost of constantly chasing trends and how to develop a consistent, resilient strategy that survives algorithm shifts and AI volatility.

Real examples from client work

I will share actionable insights pulled directly from client wins, showing you how small changes led to a 150% increase in conversion.

This talk is for marketers who are done chasing metrics that don’t move the needle. It’s especially relevant for:

• Brand-side marketers navigating AI disruption and unclear strategies
• SEO and content teams under pressure to prove business impact
• Growth leads who need more than rankings and impressions to show real value

🎟️ Don’t miss it

Join me at MozCon London to learn how to build SEO strategies that drive more revenue and business impact.

If you're travelling with friends for MozCon London, use this bulk discount code to get a free seat when you buy three tickets.