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

In our first episode of 2025, Billy sits down with Journey Further's Director of Strategy, Lydia Hinchliff, to discuss why generational segmentation needs to be a thing of the past.

They explore the pitfalls of generational stereotyping, the importance of understanding human nature in marketing, and the rise of the ageless generation.

Lydia shares insights from Journey Further's recent social experiment aimed at debunking stereotypes across generations and offers actionable tips for marketers to avoid lazy segmentation practices.

Want to learn more? Lydia will host a live webinar on Thursday 20 February, 11:00-11:30 GMT, where she'll identify crucial opportunities to find untapped audiences and reach new customers, boosting your brand revenue.

✅ Sign up for FREE at https://eu1.hubs.ly/H0fWLZm0

🎬 Watch our social experiment film: https://youtu.be/G382bNcDEcM

💡 Stay tuned for our 'Finding Audiences in 2025' research paper, which will be published soon!

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Socials 🤳

Follow Lydia on LinkedIn: https://www.linkedin.com/in/lydiabaxendale/
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

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 optimisation, and human potential.

Find out more: https://www.journeyfurther.com/

00:00 - The Challenge of Stereotyping in Marketing
03:06 - Generational Segmentation: Short-Term Thinking
05:58 - The Rise of the Ageless Generation
08:50 - Debunking Stereotypes: A Social Experiment
11:59 - Actionable Insights for Marketers
14:51 - Combining Segmentation Strategies

Want to learn the secrets to driving an engaged community of over 500,000 people across all the major social channels? Of course you do. It's what countless brands and marketers try to do every single day, with mixed success. Thankfully, we sat down with Sophie Miller to uncover her secrets for you.

Founder of the online marketing community Pretty Little Marketer, Sophie is a public speaker, community builder and content creator who has built her community to over 500,000 across platforms. How? Through relatable, insightful, engaging content delivered regularly and with purpose. ✅

In this podcast, Billy and Sophie discuss the essential elements of building a successful community around a brand. They explore the importance of growth, engagement, and retention, her journey in creating Pretty Little Marketer and what the future of community engagement may look like.

Whether you're trying to build a community of fans, customers, subscribers, newsletter readers, event attendees, digital consumers... the highly actionable tips in this episode should help you get one step closer. Let us know your thoughts in the comments!

Breakdown ✍️

• 🌱 Grow, engage, retain are the three core principles of community building
• 🤝 Why relatability and connection are key to fostering a loyal audience
• 🤳 How to choose the right platform for your brand
• 🏠 Why community is more than just responding to comments
• 💬 How small changes in language can significantly impact brand perception
• 👁️ Why in-person connections and employee-generated content could be the future
• + much more!

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Socials 🤳

Follow Sophie on LinkedIn: https://www.linkedin.com/in/sophiealicemiller/
Follow PLM on LinkedIn: https://www.linkedin.com/company/prettylittlemarketer/
Follow Billy on LinkedIn: https://www.linkedin.com/in/billy-truswell-94535011a/

Check out Pretty Little Marketer at https://www.prettylittlemarketer.com/

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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

Journey Further is a global performance marketing agency delivering Clarity at Speed for the world's leading brands, with offices in London, Leeds, Manchester and New York City.

Find out more: https://www.journeyfurther.com/

00:00 - Introduction
01:35 - Building Community: The Core Principles
04:49 - The Birth of Pretty Little Marketer
07:12 - Connection Points: Relatability and Engagement
08:55 - Choosing the Right Platforms for Engagement
11:10 - Debunking Community Myths
12:09 - Authenticity in Brand Communication
14:23 - Navigating Content Plateaus
16:04 - Future Trends in Community Engagement
18:10 - Recommended Reading: Community is Your Currency