ON-PAGE SEO & CONTENT SUMMIT 2025

BIO.

Dani Leitner is an independent SEO consultant based in Zurich, specializing in the German market. She helps international and local companies improve their visibility in Germany, Austria, and Switzerland.

Beyond client work, she shares her insights in her SEO newsletter, “Google hates you”. As an international speaker, Dani presents at major industry events like BrightonSEO and the International Search Summit, with a strong focus on Topical Authority—one of her core areas of expertise.

She is an active voice in the SEO community, contributing to industry discussions, articles, and knowledge sharing.

OVERVIEW

Google’s approach to authority is changing. We’ve seen sites like Forbes and HubSpot lose traffic or even get manual actions for publishing content outside their core topics. This shows a clear shift: Topical Authority is becoming more important than just having a strong domain.

In this talk, I’ll cover:

• The recent shift from Domain Authority to Topical Authority and what it means for SEO
• How Google might define and measure Topical Authority
• Why Topical Authority matters even more in an AI-driven search landscape

This session will help you understand what’s happening, why it matters, and what you can do to adapt.

Key Action Points:

By the end of this session, you’ll:

• Understand why Google is focusing more and more on Topical Authority instead of Domain Authority
• Learn how Google might define and measure Topical Authority
• See why Topical Authority is key for AI and LLM-driven search

BIO.

Andy Chadwick has spent the best part of a decade in SEO, working both in-house and agency-side before co-founding Snippet Digital and Keyword Insights—a SaaS tool designed to help businesses become topical authorities. More than just an SEO, Andy is an entrepreneur who has built multiple businesses to seven figures, blending data-driven strategy with innovation to drive growth.

Overview

The web is drowning in AI-generated content—so how do you make yours rise above the noise? In a world where large language models churn out millions of articles daily, it's easy to wonder if human-created content still has a place. In this talk, learn how to craft content that not only competes but thrives—by leveraging AI in smart ways, understanding how search engines and platforms prioritise visibility, and adopting strategies that set your content apart from the AI avalanche. If you're asking, "Is it still worth creating content?"—this talk gives you the answer and the roadmap to success.

Key Action Points:

• AI in Search: How AI overviews impact rankings and traffic.
• Uncertainty: Effects vary by niche and intent—some keywords remain unaffected.
• Risks: Increased exposure to negative SEO, misinformation, and brand dilution.
• Mitigation: Active monitoring, social listening, and standard SEO best practices.
• Ranking Factors: Links, authority, citations, and topical relevance still matter.
• AI-Specific Optimization?: Avoid overinvesting—focus on sustainable SEO.
• Smart SEO Strategies: Optimise for non-AI-overview content & diversify across platforms.
• Final Takeaway: SEO fundamentals still work—adapt but don’t chase every AI trend.

BIO.

Yagmur Simsek is an independent SEO and content strategist, the founder of Search 'n Stuff Community & Networking Events, and the co-founder of Global Cyber Security Network and Global Fintech Market. With over a decade of experience in SEO, she specialises in developing robust content strategies and fostering organic growth for both B2B and B2C clients. Previously serving as the SEO Manager for Philip Morris International's UK market and SEO Strategist for Re:signal Agency, as well as other digital marketing agencies, Yagmur’s expertise extends to in-house and consultancy roles. Yagmur is a seasoned speaker, having shared her insights at renowned industry events such as BrightonSEO, International Search Summit Barcelona, Women in Tech SEO Festival, SEO Vibes, We Love SEO Paris; and industry meetups including SearchNorwich, Search London and Search ‘n Stuff events. She frequently speaks on SEO content strategies and organic startup growth, aiming to inspire actionable progress within the digital marketing community.

Overview

Building a B2B content strategy that scales globally requires more than just publishing articles—it demands a structured approach to content collaboration, audience insights, and AI-driven efficiency. In this session, I’ll break down how we leveraged expert partnerships, AI-assisted content creation, and SEO-driven topic clustering to establish a strong organic presence in the cybersecurity industry.

Learn how to systematize content ideation, streamline production with AI, and integrate subject matter expertise to create a B2B content ecosystem that drives sustained traffic, engagement, and conversions. Whether you’re scaling a niche industry brand or expanding globally, this talk will provide a repeatable content framework that balances SEO, authority, and lead generation.

Key Action Points:

• Partner with experts, influencers, and internal teams to co-create authoritative, SEO-driven content.
• Use AI for topic clustering, content outlines, and automation while ensuring human oversight for depth and accuracy.
• Implement topic clusters, align content with user intent, and continuously refine based on performance data.
• Convert long-form content into multiple formats (videos, social posts, newsletters) to maximise reach and engagement.

BIO.

Ellie Wraith is a seasoned copywriter and content strategist with over 8 years of experience crafting high-performing content for both in-house brands and leading agencies. An expert at balancing audience engagement with SEO best practices, Ellie specialises in creating content that not only ranks but converts. She’s passionate about using storytelling techniques to persuade, inspire, and drive action – turning technical topics into compelling narratives that resonate. Ellie has shared her expertise at industry events like Digitaloft's Digital PR Summit, Manchester DM, and SEO Stream, earning a reputation for delivering actionable insights with a creative edge.

Overview

Rankings are so last year. In this session, Ellie will dismantle the outdated “traffic = success” mindset and show you how to create SEO content that truly drives revenue. Organic search in 2025 isn’t just about keywords – it’s about crafting content that speaks to your audience’s needs and pushes them to take action that will impact your bottom line. Tune in to discover how to turn SEO into your most powerful growth engine and integrate it seamlessly into your broader marketing ecosystem. If you’re ready to stop chasing vanity metrics and start seeing results, this is the talk you can’t afford to miss.

Key Action Points:

• Discover ways to craft content that converts by understanding what truly resonates with your audience
• Learn how SEO fits into your wider marketing ecosystem and complements other approaches to realise multi-channel success
• Leave with actionable insights and tactics to transform rankings into revenue

BIO.

John Doherty is the Founder of EditorNinja, a remote US-based content editing and writing agency. They work with mostly B2B marketing teams and agencies to help them scale quality editorial content. They currently edit 1m+ words and write 100+ blog articles per month. John is a veteran SEO and digital marketing leader, with both agency and in-house experience. Prior to EditorNinja, he bootstrapped a lead generation agency, Credo, where he generated over $250m in digital marketing leads for agencies. He sold Credo in 2022 to focus on EditorNinja. John lives in Colorado with his family.

Overview

Have you ever wondered what would be required to edit 1m+ words and write 100+ blog articles per month? After this talk, you won't have to wonder any longer. John Doherty is going to pull back the curtain and show exactly how their production process works, so you can apply his lessons to your own process to scale your offerings.

Key Action Points:

• The 3 keys to ensuring on-time delivery of quality content
• How to find a well of freelancers to deliver work
• Pricing strategies so you don't go broke
• The 4 lessons that enabled us to scale from 100k to 1m words edited per month