Written 13/11/25 by Chris Glynn, Director of Digital Landscope
This week I attended the Glasgow SEO Gathering at the offices of Skyscanner, it was a fab event, not many like this that bring the SEO community together here in Scotland. I want to extend my thanks to Andrew Dobbie for hosting and inviting me along.
It’s rare these days to find an event like this that brings together in-person SEO professionals: agency folk, in-house specialists, freelancers, all under one roof, chatting over a beer (yes, a beer for me in place of the usual coffee), catching up, sharing ideas and being reminded of the community we’re part of.
One of the strongest themes I heard throughout the evening with the fellow industry professionals I was chatting with, was around AI SEO (AI Search Optimisation) & AEO: how we optimise not just for traditional search-engines, but for AI search and LLM’s like ChatGPT. It’s clear that now, everyone in the community now understands the shift in how users are finding information and products/services. It was as little as 3 months ago that up to 50% of agencies were just ignoring it, not tracking it, not even recognising it as a lead generation channel or revenue stream. As we know, AEO needs optimised at the same time as optimising for SEO. So this is good news, that the bulk of SEO professionals understand the huge opportunities and the fact that AI users convert and have high user engagement on average when they land on a website (when targeted).
We have already been deeply involved with SEO for AI Search / LLM’s this year. From the start of 2025, I initiated a period of serious strategy testing, hundreds of hours spent developing and refining techniques on our domain portfolio, that straddle both SEO and AEO, fit for the LLM and AI search era, then releasing it as a service properly in Q2 2025. While some agencies are just now waking up to this shift, we positioned ourselves among the UK’s early movers. That means today we can confidently advise clients not only on how to rank in the classic sense, but also on how their content performs in LLM’s and what our AI SEO recommendations are.
Thank you again to Andrew Dobbie and the team at Skyscanner for making the SEO Gathering happen.
Thanks for reading! – Chris
