Revisiting 3 big themes from Re:commerce 2024
It’s almost 12 months since Re:commerce 2024, which proved to be a fascinating event filled with expert insights from some of the brightest minds working in e-commerce, digital marketing and SEO.
We summarised the event’s key takeaways here, but ahead of Re:commerce 2025 on Friday 16th May we wanted to revisit those themes and give our updated take, and a hint of some of the hot topics and insights we’ll be sharing at this year’s event.
AI continues to reshape search
Unsurprisingly, artificial intelligence was a key topic of discussion for multiple speakers at Re:commerce 2024, including how it’s reshaping search.
While our job used to be to create content that resonated with users and was optimised for search algorithms, we’re now also needing to think about how to get visibility with AI in the mix. Focus is needed on brand connection and bringing our A-game when creating content. AI won’t surface our content unless it adds value to the end user.
Jono Alderson, an award-winning technical SEO consultant with almost 20 years experience in the industry, discussed how we all need to take more responsibility for the low value pages being created by AI.
As Jono points out, what we fail to consider is that there are lots of people just like you following the exact same process for content production.
Figuring how to create unique, high value content isn’t necessarily a new issue for marketers, but AI is reshaping the search landscape. As Jono highlighted in his talk, Google (and other search engines) can increasingly synthesise results without having to send visitors to your website.
Dawn Anderson, international SEO consultant and MD at Bertey, discussed similar points in her talk. Dawn explained how AI is now more accurately predicting search preferences and outperforms human evaluation for ranking—all at a fraction of the cost.
Our take
In 2025, successful SEO strategies are starting to prioritise a strong focus on positive brand building, as well as an increased focus on efficient crawling and discovery of content. This isn’t just about surfacing content in Google Search, but across all touchpoints in the customer journey. Google has been crawling websites for decades now, but Answer Engine crawlers need a helping hand to see the ‘right’ content and serve it up to the user. Brand trust and deep subject matter expertise are now essential to achieving visibility.
Mediocrity is not a means of survival
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