Jake Bentham discusses the future of SEO in the age of AI

As AI continues to reshape the search landscape, marketers are facing new challenges, from rising impressions and declining clicks to understanding how brands can remain visible in AI-powered search experiences.

In the latest episode of Modern Marketing and Measurement, our Head of SEO, Jake Bentham, joins the podcast to explore how search is evolving and what businesses should be focusing on.

Throughout the conversation, Jake explains why traditional SEO fundamentals remain as important as ever, despite the rapid pace of change. He discusses how schema markup, content structure and technical optimisation can influence visibility within large language models, while highlighting why marketers shouldn’t abandon proven SEO strategies in the race to keep up with AI.

The episode also explores how businesses can measure success beyond rankings, why experimentation is essential, and how brands can strike the right balance between embracing new AI opportunities and maintaining the foundations of effective search marketing.