From Search to Discovery: AI's Role in Shaping SEO | Lily Ray
Wed Jul 23 2025
Fresh off the back of our Discovered event in NYC, Billy sat down with SEO expert Lily Ray to explore how AI is shaping SEO and search.
In this chat, Lily discusses the evolution of search in the context of AI and large language models (LLMs), emphasizing the significant changes in SEO and user behavior. She highlights the importance of digital PR in the current landscape, the need for brands to adapt to AI overviews, the integration of organic and paid strategies, and tactics for showing up across LLMs and the SERPs.
Takeaways 🥡
- AI and LLMs are fundamentally changing how we search for information.
- Brands need to adapt to the evolving landscape of SEO and user behavior.
- Digital PR is crucial for brand visibility in the age of AI.
- Monitoring AI responses is essential for brands to understand their impact.
- Integrating organic and paid strategies is more important than ever.
- Content should be repurposed across various formats to maximize reach.
+ much more!
Lily Ray was our keynote speaker at Discovered NYC, our flagship marketing event held in June 2025. From shifting algorithms to evolving consumer behaviour, discoverability is more complex than ever, which is why we brought together search leaders to uncover the biggest challenges and smartest solutions shaping the future of search.
Speakers included expert marketers from TikTok, Bookshop.org and Journey Further. Uncover all the insight from each session, including actionable tips to help your brand stay discoverable, here: https://events.journeyfurther.com/discovered-new-york
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Socials 🤳
Follow Lily on LinkedIn: https://www.linkedin.com/in/lily-ray-44755615/
Follow Billy on LinkedIn: https://www.linkedin.com/in/billy-truswell-94535011a/
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About 💡
The Marketer's Debrief Podcast is a 20-minute debrief of the campaigns, innovations and strategies shaping the marketing industry right now, through the insight of inspiring global marketers. New episodes dropping every month.
Listen & subscribe now:
Apple - https://apple.co/36iLQk2
Spotify - https://spoti.fi/2PacXIt
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Journey Further is a global performance marketing agency that pushes the boundaries of what’s possible. Founded in the UK in 2017, the agency has rapidly grown to over 160 specialists across offices in London, Leeds and New York City, all on a mission to take brands beyond the limits of performance, platform optimization, and human potential.
Find out more: https://www.journeyfurther.com/
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Chapters
00:00 The Evolution of Search and AI's Role
03:06 Impact of AI on SEO and User Behavior
06:01 Trust and Accuracy in AI Information
09:02 AI Overviews and Brand Visibility
11:47 Digital PR's Importance in the AI Era
15:06 Integrating Organic and Paid Strategies
17:53 Actionable Takeaways for Marketers
More
Fresh off the back of our Discovered event in NYC, Billy sat down with SEO expert Lily Ray to explore how AI is shaping SEO and search. In this chat, Lily discusses the evolution of search in the context of AI and large language models (LLMs), emphasizing the significant changes in SEO and user behavior. She highlights the importance of digital PR in the current landscape, the need for brands to adapt to AI overviews, the integration of organic and paid strategies, and tactics for showing up across LLMs and the SERPs. Takeaways 🥡 - AI and LLMs are fundamentally changing how we search for information. - Brands need to adapt to the evolving landscape of SEO and user behavior. - Digital PR is crucial for brand visibility in the age of AI. - Monitoring AI responses is essential for brands to understand their impact. - Integrating organic and paid strategies is more important than ever. - Content should be repurposed across various formats to maximize reach. + much more! Lily Ray was our keynote speaker at Discovered NYC, our flagship marketing event held in June 2025. From shifting algorithms to evolving consumer behaviour, discoverability is more complex than ever, which is why we brought together search leaders to uncover the biggest challenges and smartest solutions shaping the future of search. Speakers included expert marketers from TikTok, Bookshop.org and Journey Further. Uncover all the insight from each session, including actionable tips to help your brand stay discoverable, here: https://events.journeyfurther.com/discovered-new-york --- Socials 🤳 Follow Lily on LinkedIn: https://www.linkedin.com/in/lily-ray-44755615/ Follow Billy on LinkedIn: https://www.linkedin.com/in/billy-truswell-94535011a/ --- About 💡 The Marketer's Debrief Podcast is a 20-minute debrief of the campaigns, innovations and strategies shaping the marketing industry right now, through the insight of inspiring global marketers. New episodes dropping every month. Listen & subscribe now: Apple - https://apple.co/36iLQk2 Spotify - https://spoti.fi/2PacXIt --- Journey Further is a global performance marketing agency that pushes the boundaries of what’s possible. Founded in the UK in 2017, the agency has rapidly grown to over 160 specialists across offices in London, Leeds and New York City, all on a mission to take brands beyond the limits of performance, platform optimization, and human potential. Find out more: https://www.journeyfurther.com/ --- Chapters 00:00 The Evolution of Search and AI's Role 03:06 Impact of AI on SEO and User Behavior 06:01 Trust and Accuracy in AI Information 09:02 AI Overviews and Brand Visibility 11:47 Digital PR's Importance in the AI Era 15:06 Integrating Organic and Paid Strategies 17:53 Actionable Takeaways for Marketers