"Being first is no longer enough": what the SEO Summit 2025 really reveals

The SEO Summit 2025 is set to be an intensive, technical gathering, reflecting an industry in constant flux. On the agenda: AI, the search of tomorrow, and unfiltered case studies, in a venue as unexpected as it is inspiring.

Substantive topics, not rehashes

The program moves beyond clichés. Olivier Duffez asks the right question: how to optimize for both "classic" search engines and for LLMs? Nelly Kempf addresses an obvious truth too often ignored: "being first is no longer enough", especially when it's the AI that recommends content. A topic that Nelly Darbois expands on this by emphasizing the growing role of Wikidata and Wikipedia in semantic SEO.

And then, there are the new obsessions: LLMs, GSE, multimodality… With, poised at the starting blocks:

• Julien Bismuth on the citation in AI engines

• Jacky Giang on the backlinks in LLMs

• Frederik Bobet : how to structure your site for all bots, not just Googlebot

Needless to say, even the most senior SEOs will have reason to doubt, revise, or pivot.

AI, content, automation: where do we really stand?

Artificial intelligence remains the common thread of the summit. But not in a gadget or buzzword way. Vincent Terrasi stirs the pot with The Age of Agentic SEO. Understand: when AIs make decisions instead of you. Even copywriting is put under the scanner, with Selim Niederhoffer and Camille Dufossez, which cross-reference UX, micro-conversions and behavioral signals.

Are you automating your SEO tasks the old-fashioned way? Ludovic Salenne offers AI-based processes. And Alan Cladxin lab mode, pushes the thinking one step further: how to manipulate the AIs themselves?

Some talks to note to sharpen your methods:

• Mikaël Priol : seeding LLMs via link-building, 2025 edition

• Romain Thierry : GEO strategy for e-commerce

• Thomas Meyer : what your web hosting is really hiding

• Dimitri Ageon : why LinkedIn is no longer optional in an SEO strategy

Visibility, EEAT, SaaS: SEO remains (also) pragmatic

The Summit doesn't lose sight of what works, plain and simple. It's also an event where people talk about:

• ofhosting and performance, without turning it into a myth

• of Local and programmatic SEO (thanks Tom Dutreteau)

• of brands on TikTok and Instagram (Quentin Saboureau and A. Doguet)

• of SaaS that goes from 0 to #1 on Google (the very concrete firsthand account of Victor Da Silva)

• of SEO project management (signed Daniel Roch)

Even multimodal formats, fuzzy at first glance, become tactical with Alban Renard or the duo Demaret/Frater (on the Wall Street English case).

There is a real desire to Pooling expertise : tech, content, branding, everything is starting to come back together.

So, should you go this year?

SEO is evolving fast. Sometimes too fast. The SEO Summit, it's an opportunity to take stock with experts who share what they test every day.

No empty talk. No grandstanding. Concrete feedback and experience, in a setting conducive to discussion, Parc des Princes, an unconventional but well-suited venue for a day of active monitoring.

You'll leave with ideas and leads. But above all, a clearer view of what others are doing.