Filmed On: 11th December 2025

Host: Sean Barber - / https://www.linkedin.com/in/seanrbarber/ - He & Him

In this episode of Chat With Sean, I’m joined by Ashley Liddell — Co-founder & Search Everywhere Director at Deviation, and recent main-stage speaker at BrightonSEO.

Ashley returns to break down how search is expanding far beyond Google, why social platforms and LLMs are reshaping discovery, and what “Search Everywhere” really means in practice for brands and SEOs heading into 2026.

We also explore why revenue (not traffic) should be the primary SEO KPI, how agencies need to rethink value and pricing, and what the rise of AI-driven commerce means for websites, brands, and attribution.

Connect With Ashley - https://www.linkedin.com/in/ashley-liddell-seo/

Watch / listen on Spotify -

We covered a wide range of topics, including:

- What “Search Everywhere” actually looks like in real-world strategy

- Why social search (TikTok, YouTube, Reddit & more) is now critical to discovery

- SEO vs GEO and how acronyms distract from real change- Why revenue should be SEO’s primary KPI — not traffic or rankings

- How AI, LLMs and agentic commerce are reshaping user journeys

- The role of digital PR, brand preference and off-site signals in AI visibility

- How to break down silos between SEO, social and brand teams

- What successful agencies will need to do differently in 2026