Jury questions for James Perrott

Why is the Swedish SEO Award needed?

The Swedish SEO Award is essential for highlighting and celebrating the impactful work being done in search. In a market as digitally advanced as Sweden, where innovation and performance are expected, this award:

• Recognises excellence in a discipline that is often invisible yet critical to digital success.
• Inspires knowledge sharing across agencies, in-house teams, and marketers to raise the standard of SEO practices.
• Drives industry maturity by rewarding those who evolve with the rapid shifts in SEO.
• Promotes long-term value creation, not just quick wins, by honouring strategies that build sustainable visibility.

What is the biggest SEO trend for 2025?

The biggest SEO trend in 2025 is the AI transformation of search – particularly the rise of AI Overviews and the need for Answer Engine Optimization (AEO).

• As Google, OpenAI, and others shift user behaviour from click-based to answer-based experiences, brands must:
  • Adapt their content and structure to serve AI-generated answers, not just traditional search results.
  • Understand how AI summaries are already impacting branded search and traffic flow.
  • Educate internal teams – from marketing to product – on the implications of this shift.
  • Put in place measurement frameworks and governance to monitor AI visibility and its business impact.

This is no longer theoretical. Companies that don’t adapt risk losing visibility and control of their messaging within AI-generated environments.

What three tips would you give to companies to improve their SEO?

1. Educate and align your organisation on AI’s impact on search
2. Maximise the traffic you are getting: focus on conversion
3. Double down on structured, credible content