Brighton SEO | Alexandre Hoffmann | Search Engine Optimisation – Should we drop the E?

Alexandre Hoffmann, Managing Partner at Passion Digital, delivers a talk titled "Search (Engine) Optimisation: Should We Drop the 'E'?" which explores the evolving landscape of SEO in the age of AI-powered search and shifting search paradigms. He discusses how traditional SEO focused on search engine rankings is no longer sufficient, emphasizing the need to understand the underlying infrastructure powering tools like Google’s AI Overviews, ChatGPT, and large language models. The talk highlights the transformation in how information is discovered online and challenges digital marketers to rethink SEO strategies beyond just the "engine," reflecting on whether the "E" in SEO remains relevant in this new context.