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Emma Russell and Luke Gosha joined Michael Chidzey and Jo Juliana Turnbull on Friday 29th August 2025 for SEO Office Hours. 00:00 Intro 05:02 How can AI agents be used to replace tasks like product research and link building to reduce costs, and are there resources on using them to build processes for organic growth? 14:43 Thoughts on AI specific optimisation and preparing for agent-based search beyond AI overviews. 27:58 Is Google’s AI Mode going to be the new default? 37:05 If Google is using query fan-out to break complex searches into subqueries, should we shift away from single keyword targeting and start structuring our content around thematic coverage and follow up questions instead? 43:55 Do you think LLM SEO is something new that we need to adapt to, or is it just traditional SEO repackaged? 49:20 what are you most excited about in terms of SEO? If you don't know Luke... Luke is the Head of SEO & AI at StrategiQ(https://strategiq.co/), an award-winning full-service marketing and transformation agency. Over the last 10 years, he has worked both in-house and agency-side roles. He is passionate about AI and driving organic traffic through data-driven strategies. Luke spoke at BrightonSEO last year and has appeared as a guest on multiple occasions on the SEO Office Hours, and we are so thrilled to have him back. If you don't know Emma... Emma is the founder of Oxford Comma Digital (https://oxfordcomma.digital/), a search-first digital agency dedicated to helping brands grow through organic search. With more than a decade of experience in SEO, she has worked both in-house and agency-side, supporting start-ups and some of the UK’s best-known brands, including House of Fraser, Mitsubishi, Sure Deodorant, Smythson, and Graham & Brown. Passionate about sharing knowledge, Emma speaks regularly at industry conferences including brightonSEO, Women in Tech SEO, RemoteSEO, and ReadingSEO. She is also a mentor to women in tech, supporting the next generation of digital leaders. Head over to https://www.goodsignals.com/seo-offic... to get the invites for SEO Office Hours added to your calendar. You can also submit questions and watch previous episodes.