This session, from the 2025 PPA Independent Publisher Conference provided practical insights on the evolving role of search, from SEO to AI-driven recommendation engines, and beyond Google to the other channels shaping audience acquisition.

Speakers

• Catherine Kinch-Willis, Head of Digital Marketing & Customer Acquisition, HELLO!
• Deepti Mistry, SEO Traffic Lead, Hearst UK
• James Carson, Founder, Absolutely Agentic
• Stuart Forrest, Global Audience Development Director, Bauer Media
  
  

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Key takeaways

Own your audience to build resilience
Publishers can no longer rely on Google as the gatekeeper of discovery. The focus now is on building audiences they truly own through newsletters, communities, subscriptions, and referrals. HELLO! highlighted the power of channels that grow alongside word of mouth, while stressing the importance in shifting goals from visibility to engagement. Resilience comes from reducing dependency on any single platform and nurturing loyal audiences who choose to return.

Authenticity and expertise beat perfection
The next wave of discovery favours real, expert-led content over polished production. Research and authority are key differentiators, and speakers noted that content doesn’t need a professional studio – just authenticity and a personal connection. Creators and non-traditional voices can drive reach if trained and empowered. The brands that win will feel human, credible, and relatable.

Discovery is evolving – don’t resist it, adapt
Search isn’t dying – it’s transforming. Generative Engine Optimisation and AI are changing how audiences find content, but not the need for trusted brands. Use AI for efficiency, not replacement, and reinforce the power of diversification – multiple channels that complement each other. The future isn’t about chasing the algorithm, but optimising for understanding, engagement, and long-term loyalty.

Treat new platforms like partners
Growth on new platforms won’t come from simply uploading content, it requires understanding what each platform values and positioning yourself as the kind of publisher they want to promote. Focus on what you can control: the share of audience you reach, the format they engage with, and how you build relationships with platform teams. Treat them like retail partners – ask what excites their users, adapt your formats, and stay open to their new offerings. Growth may be slower, but strategic collaboration opens the door to long-term visibility and trust.

Measure depth of engagement, not just reach
Audience health is about how valuable and loyal your users are. Focus on metrics like average revenue per user, subscription journeys, newsletter conversions, and watch time rather than just views. The strongest publishers build relationships across platforms and track where real value is coming from, including paid views. Prioritise engagement and revenue per user over raw traffic to grow sustainably.