Our Co-Founder and CEO, Kate Ross, recently took part in Didgeheads’ panel at Aviva HQ, joining a fantastic group of SEO and marketing leaders for an open, unscripted conversation about where organic search is heading.
The event was deliberately simple: no presentations, no selling, just an honest discussion about what is changing across Google, TikTok, Reddit, YouTube and emerging AI platforms. Kate contributed to the shared conversation on how discovery is becoming more fragmented, the growing influence of AI-generated answers on real purchase decisions, and why brands now need content that can travel across multiple environments rather than rely on rankings alone.
She also reflected on what this shift means for agencies and marketing teams, from navigating tighter budgets to proving value when attribution is messier, to adapting workflows so that content is recognised consistently by both humans and AI systems. Like the rest of the panel, she spoke openly about what is working, what is not, and the challenges teams are facing as search rapidly evolves.
Watch the full panel here.
