Download as PDF, PPTX
![Some things won’t die [for now]…
● Never neglect SEO 101
● Third party perspectives are important
● Be unique
● Be personal
● LLMs like structured data](https://image.slidesharecdn.com/brightonseoapr25v21-250410142411-adf047df/75/Beyond-blue-links-the-evolution-of-search-intent-and-discoverability-39-2048.jpg)
:
Optional link details
## Optional
- [Link title](https://link_url)](https://image.slidesharecdn.com/brightonseoapr25v21-250410142411-adf047df/75/Beyond-blue-links-the-evolution-of-search-intent-and-discoverability-41-2048.jpg)
Uploaded byAlex Moss
Beyond blue links: the evolution of search intent and discoverability
We’ve been used to optimising for those “10 blue links” for a generation now, but in less than 2 years the SERP landscape has changed dramatically. As search behaviour shifts and platforms prioritise instant answers, visual results, and personalised experiences, understanding search intent and widening focus on discovery is more critical than ever. These slides explore how evolving user behaviour is already transforming search, how search intent should shape your strategy over keywords.
More Related Content
Similar to Beyond blue links: the evolution of search intent and discoverability
![The Role of Structured Data in Modern SEO [Zagreb SEO Summit 2025]](https://cdn.slidesharecdn.com/ss_thumbnails/zagrebseosummit2025slidesv1-250609131958-39963d84-thumbnail.jpg?width=640&height=640&fit=bounds)
Beyond blue links: the evolution of search intent and discoverability
- 2. yoa.st/brightonSEO25 @alexmoss1 @alexmoss Hello! I’m Alex Moss ●Principal SEO at Yoast ● Director at FireCask ● Been an SEO since 1999
- 3.
- 4.
- 5.
- 6.
- 7.
- 8. 2007 Universal Search 2004 Google Local 2010 Google Instant 2008 Google Suggest 2013 Quick answers 2012 Knowledge graph/panel 2015 2014 Featured snippets 2019 Zero-click passes 50% 2017 Google Posts 2021 Zero-click passes 64% 2021 Passages Ranking 2025 AIMode 2024 AIO Local Pack, PAA 2004- 2014 2015- 2025
- 9. Battle of organic realestate
- 10. AIO in 2025 — “howdo I teach my child to tell the time?”
- 11.
- 12.
- 14.
- 15. Multi-step Flow (ChatSearch) Traditional Flow (Browser Search)
- 16.
- 17. Feature/Capability Answer EngineAssistant Engine Provides direct answers to queries Summarises and condenses information Understands complex queries Engages in multi-step conversations ❌ Remembers context across interactions ❌ Personalises responses based on user history / memory ❌ Assists with task completion (e.g., drafting, coding, calculations) ❌ Executes actions (e.g., booking, data retrieval, automations) ❌ Offers follow-up suggestions (limited) (adaptive) Handles ambiguous queries with clarifying questions ❌ Supports interactive problem-solving ❌ Integrates with tools & workflows (e.g., spreadsheets, APIs, CRM systems) ❌ Delivers factual, search-based responses Provides reasoning & explanations Adapts to evolving user needs over time ❌ Encourages content discovery beyond direct answers ❌ Suggests related content dynamically ❌ Optimised for search engine indexing Leverages real-time search trends ❌
- 18. Devolution of self-researchand cognitive drudgery Evolution of technology
- 19.
- 20. New challenges Old challenges ●Less insight and analytics e.g. (not provided) ● Traffic source shift to emerging platforms e.g. social media & other mediums ● Declining budgets for organic marketing e.g. increased preference towards paid ● Less insight and analytics e.g. zero clicks ● Traffic source shift to emerging platforms e.g. emerging answer engines ● Declining budgets for organic marketing e.g. increased preference towards paid (again)
- 21.
- 22.
- 23.
- 24.
- 25. They’re taking ourclicks!
- 26. The open webhas declining value
- 27. Visits down butrevenue is up?
- 28. The shift of successmetrics
- 29. Focus on youraudience
- 30. Optimise for thehuman
- 31. Personal LLM useragent
- 32. Personal LLM useragent
- 33. What happens now humanbehaviour has shifted? What if we’re optimising for the human experience rather than for LLM agents?
- 34.
- 35. The LLM is yournew audience
- 36. ● Content ● Keywords ●Brand ● Rankings ● Links from other sites ● SERP monopoly ● E-E-A-T ● Structured data ● Answering What counts towards discoverability? ● Context ● Intent ● Brand and sentiment ● Citations ● Mentions across various channels ● Share of voice ● E-E-A-T ● Entities and knowledge graph ● Assisting Old hat New hat
- 37.
- 38. What can you doabout it?
- 39. Some things won’tdie [for now]… ● Never neglect SEO 101 ● Third party perspectives are important ● Be unique ● Be personal ● LLMs like structured data
- 40. Some action items ●Shift more towards discoverability metrics ● Experiment beyond traditional blog posts ● Work on visibility across multiple touchpoints ○ Non-branded mentions ○ Begin/continue with E-E-A-T ● Always think about intent and context
- 41. …and finally -LLMs.txt ● Overview of a site for LLMs ● Control LLM interaction ● Markdown adds structure ● llms-full.txt extends directives and content ● yoast.com/llms.txt # Title > Optional description goes here Optional details go here ## Section name - [Link title](https://link_url): Optional link details ## Optional - [Link title](https://link_url)
- 42. The evolution ofsearch isn’t a risk to SEOs… it’s an opportunity
- 43. The evolution ofSearch isn’t search engine optimisation, it’s discovery optimisation
- 44. Now… go discoverBrighton! Alex Moss Principal SEO, Yoast Director, FireCask yoa.st/brightonSEO25 @alexmoss1 @alexmoss