The #1 spot is gone: here's how to win anyway

Originally presented at BrightonSEO, this talk explores how Google’s shift from search engine to answer engine reduces the impact of traditional rankings. It covers how SEOs can build durable visibility through brand-led signals, entity optimization, and a presence across fragmented SERPs — where clicks come from familiarity, not just position.

Transcript

2. • • • Head of SEO @ Bazoom Experience in high-competition niches Featured at BrightonSEO, SiGMA, Zagreb SEO, SMX, TES, AWS, and industry podcasts # /tamara-novitovic
3. # /tamara-novitovic Why #1 no longer matters How to compete anyway Winning in the AI search 1 2 3
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11. # /tamara-novitovic CTR is volatile right now. Use with care and handle case-by-case!
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16. Question (query) Search engine LLM Grounded answers with links grounding # /tamara-novitovic
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40. # /tamara-novitovic Brand
41. # /tamara-novitovic Brand Entity
42. # /tamara-novitovic Brand Entity SERP presence
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46. # /tamara-novitovic Winning zone Losing zone Black hole?
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51. Branded # /tamara-novitovic
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60. # /tamara-novitovic Depth Clarity Authority Recency Visibility Impact
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62. # /tamara-novitovic @context tells which the vocabulary is used @type": "BreadcrumbList" defines the type of structured data "itemListElement" lists the breadcrumb path "position", "name", "item" defines the hierarchy and linking
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74. Tamara Novitovic bazoom.com