One word for the fundamental shift in search over the next 12 months

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• Part 1How AI is transforming search

  SEO must evolve beyond keywords to drive revenue. Travis Tallent, Managing Director at Brainlabs, shares his expertise in integrated SEO strategy. He explains how to reposition SEO as a business-critical function by aligning with stakeholder KPIs, incorporating CRO into SEO roadmaps, and leveraging AI search trends to gain executive buy-in for omnichannel approaches.

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  Part 2One word for the fundamental shift in search over the next 12 months

  AI is fundamentally simplifying how people search online. Travis Tallent from Brainlabs shares his expert perspective on the transformative impact of AI on search behavior over the next 12 months. The discussion explores how AI is streamlining user search experiences, reducing complexity in search interactions, and creating more direct pathways to information.

• Part 3Should SEO teams embrace CRO as a core part of our work?

  Should SEO teams embrace CRO as part of their core function? Travis Tallent from Brainlabs makes the case for fully integrating conversion rate optimization into SEO strategy. He advocates for incorporating CRO principles into every roadmap and initiative, from content topic selection to blending UX research with keyword mapping strategies. Tallent emphasizes that SEO inherently overlaps with multiple disciplines, making CRO integration a natural extension of effective search optimization work.

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• Part 4The big three KPIs all SEO teams should report on

  Reporting the right SEO metrics to executives is crucial. Travis Tallent, Director at Brainlabs, shares the three essential KPIs every SEO team should track and report. He emphasizes revenue/conversions as the primary metric, followed by comprehensive search share of voice (including organic, paid, and AI visibility), and brand search trends as indicators of overall performance. These metrics effectively communicate SEO value to senior leadership in language that resonates in board meetings and investor presentations.

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• Part 5Backlinking will have a resurgence with AI search?

  Is backlinking still relevant in AI search? Travis Tallent from Brainlabs discusses the evolving role of link building in modern SEO. He explains why brand mentions may become more valuable than traditional backlinks as AI technology improves at understanding context and sentiment. Tallent advocates for digital PR strategies that focus on meaningful brand references rather than simply accumulating links.

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• Part 6How to win buy-in from upper management in your first 90 days

  Winning executive buy-in as a new SEO director is challenging. Travis Tallent, SEO expert from Brainlabs, shares his strategic approach for the critical first 90 days. He recommends diagnosing problems through CRO testing for quick wins, focusing on systems rather than individual silos, and creating a clear roadmap with specific timelines for audits, reporting, and results that align with business objectives.

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