BrightonSEO April 2026 made one thing clear: SEO isn’t dying; the way we measure success is.
Keywords alone are no longer a reliable indicator of performance. As SERPs become increasingly crowded with AI Overviews, ads, and rich media, visibility is rising while clicks decline.
The future of SEO will belong to brands that:
- Build topical authority, not just target keywords
- Expand beyond search to earn recognition across platforms
- Create experience-led, story-driven content
- Optimise for SERP real estate, not just rankings
Today, I want to continue the conversation of how we can adapt to stay visible where we need to be online. If you want to pick our brains on how we can get your business visible in the right places online, get in touch.
Are keywords actually dying, or are we measuring the wrong thing?
This was the question that dominated conversations throughout day one.
We’re seeing it across nearly every account:
- Impressions are climbing
- Clicks are stagnating (or dropping)
That’s not failure, it’s evolution.
Search has moved from a static list of links to a dynamic, multi-format experience. Keywords still matter, but they’re no longer the end goal.
Ranking is no longer such a measurable outcome; visibility is. It’s not to say we’re no longer going to provide you with the data sets for keywords, it still has a place. We just need to look beyond your rankings.
If clicks are falling, where is our audience’s attention going?
The answer lies in the modern SERP.
Today, search results are fragmented across:
- AI-generated summaries
- Paid placements
- Video content
- Rich snippets
Each of these elements competes for attention before a user ever reaches your site.
So the real question becomes: How much of the SERP do you actually own?
At Targeted SEO, we’ve been experimenting with our own online channels, like LinkedIn, YouTube, TikTok, and even Spotify, to build visibility and brand trust for our audience. Where we show up in front of our audience of business owners is also where LLMs will source information about our agency.
This is why we encourage our clients to do the same: be visible where your customers are.
Should we be optimising for rankings, or for SERP real estate?
The most forward-thinking SEOs are shifting their mindset.
It’s no longer about:
- “How do we rank #1?”
It’s about:
- “How many surfaces can we appear on?”
Winning strategies now include:
- Leveraging FAQs and structured data to earn rich snippets
- Creating content in multiple formats (text, video, imagery)
- Designing content that can be extracted into AI answers
Owning more space = creating more opportunities to be chosen. So the reality is, what you now see on the page one of search results is overly populated with mixed media, and it’s busy. You’ve gotta own the SERP!
If search volume matters less, what should we focus on?
This is where a lot of traditional SEO thinking starts to break down.
The emerging priority?
Topical authority over keyword volume.
Instead of asking:
- “What gets the most searches?”
We should be asking:
- “What are we uniquely qualified to own?”
Topical authority means:
- Covering a subject in depth
- Building a consistent narrative
- Demonstrating real expertise
For example, your business is in the financial advice sector, your content should be useful to your customers: producing money saving guides, what tax changes are going to impact later life planning.
What your content shouldn’t be focusing on is: “the best cheap eats in Winchester” – though yes you could argue there’s a money saving edge to this. But really? Are your credentials in food or finance?
So how do we find demand without keyword tools?
Demand hasn’t disappeared, it’s just moved.
The most valuable insights are now coming from:
- Customer conversations
- Sales feedback loops
- LinkedIn discussions
- Networking events
- Subreddits and niche communities
The shift is subtle but important: We’re moving from keyword research to audience research. We need to understand our buyers, our clients and where they are in their buyer journey, so that we can meet them there.
Say if you’re a mortgage broker in Southampton and you’re not appearing in the map pack or don’t have glowing reviews, how do you expect to generate leads or build local awareness with first-time buyers looking for a Southampton based mortgage broker? LLMs will also be looking for this information too.
Do we really need to jump on every AI “hack”?
Short answer: no.
There’s growing noise around tactics like implementing llm.txt files. But day one reinforced a more grounded perspective:
You can’t shortcut authority.
Before chasing AI-specific optimisations, brands need to double down on fundamentals:
- Strong technical SEO
- Clear site architecture
- Internal linking
- High-quality, experience-driven content
These are the signals that both search engines and LLMs rely on. This is why, at Targeted SEO, we take a 360-degree approach to our SEO strategy to ensure we cover all bases whilst getting the foundations right.
What makes content memorable in an AI-heavy world?
Information is no longer scarce. Every business is now publishing information, whether it’s written by an expert or AI.
AI can generate answers instantly. So factual content alone is no longer enough.
What stands out instead?
Stories. Perspective. Experience.
Content becomes memorable when it includes:
- Strong opinions
- Unique points of view
- Case studies and lived experiences
- Clear differentiation
This is why we at Targeted, we consistently push clients to:
- Share their USPs
- Take a stance
- Show their thinking
- Showcase their client success stories
Because in a world of infinite content, originality and authenticity is what earns attention.
What does “Good SEO” content look like now?
BrightonSEO April 2026 made it clear: SEO is no longer just about optimising pages.
It’s still about:
- Building authority
- Earning trust
- Human-first
With the addition of:
- Showing up across multiple channels
- Creating content that resonates, not just ranks
The future of SEO belongs to brands that people and machines recognise, trust, and remember.
Be the brand that is visible with Targeted SEO.
Wanna pick my brains about on-page and content SEO? Get in touch today.
