What started as a personal idea after the first edition of The Audience Club in New York has slowly grown into something much bigger than I ever imagined. The Audience Club. was born from a simple intention: creating a space where people working in SEO, publishing, audience development and digital media could meet to have honest conversations about what is really happening in our industry. A place to exchange ideas, experiences and concerns in a much more open and human way.
That’s why I’m especially excited to announce that the next edition of The Audience Club. will take place in London on June 25th at Trapeze Bar, organized with Spotlight by Semrush. From 3:30 PM to 7:00 PM, we’ll bring together more than 15 incredible speakers, friends and colleagues from across the media, SEO and AI industries to discuss how search and audience strategies are rapidly evolving. And honestly, being able to organize this edition in London alongside so many professionals I admire makes this one feel particularly meaningful.
Three panels about the future of search and media
This edition of The Audience Club. in London will focus on the major changes currently transforming publishing and online visibility. Throughout the afternoon, we’ll discuss the future of News SEO, the evolution of Google Discover, AI Overviews and what many are already calling the era of “Google Zero.” We’ll also explore how AI is reshaping editorial workflows, product strategies, audience development and the way brands and publishers think about search visibility. Of course, recent Google algorithm updates and many of the announcements from Google I/O, especially those related to AI-powered search experiences, will also be part of the conversation.
The event is organized with the support of Spotlight, Semrush’s flagship conference on AI, search and the future of digital visibility. The Audience Club. London edition will also feature participation from Semrush speakers and moderators, including some of the experts who will be part of the upcoming Spotlight conference taking place in London on October 13th. (The Spotlight team has prepared a few more surprises for everyone attending the event. Don’t miss it!)
Agenda
- 3:00 pm – Guest arrival & welcome drinks with popcorn
- 3:30 pm – Official kickoff + presentation of the book SEO for News Publishers by Clara Soteras
- 3:40 pm – Panel 1: The Future of News SEO — Google Discover, AI Overviews & the rise of “Google Zero”
- 4:30 pm – Panel 2: AI, Product & Content Creators — How should editorial brands approach this new landscape?
- 5:15 pm – Panel 3: GEO, AEO & LLMO — What’s changing in the future of search optimization for brands?
- 6:00 pm – Closing remarks & surprises!
- 6:15 pm – 7:00 pm – Networking session
You can also take a look at a summary of the New York edition, including everything that was discussed and shared, as well as photos from the event, to get a sense of the atmosphere and the kind of conversations we had.
Speakers – The Audience Club. London edition 2026
The London edition will feature an incredible lineup of professionals from leading publishers, media organizations and SEO teams, many of whom I deeply admire and consider friends within the industry. I’m especially grateful that from the very beginning they immediately wanted to be part of this project and support this edition of The Audience Club. in London.
SEO, Discover & AI Overviews
- Steven Wilson-Beales (SEO and Content Strategist & Founder Publishing Strategies newsletter)
- Carly Steven (Director of SEO & Editorial E-commerce at Daily Mail)
- Harry Clarkson-Bennett (Partner at DJB Strategies. Forrmer SEO Director at The Telegraph)
- Nicola Agius (SEO and Discover Director at Reach)
- Anna Sbuttoni (Deputy Head of Digital at The Times and The Sunday Times)
AI, media innovation & the future of publishing
- Nic Newman (Senior Research Associate at Reuters Institute for the Study of Journalism, Oxford University)
- Kevin Anderson (WAN-IFRA. Director of the Digital Revenue Network)
- Dmitry Shishkin (Independent Media Advisor)
- Felicitas Praganti (Social Video Journalist at The Times)
- Sofia Victoria Delgado (Director Mina Lab and past Audience Director at Metro DMG Media)
- Ismael Nafría (Media Consultant. Founder Tendeci@s newsletter)
SEO consultants & industry friends supporting the project
- Gerry White (SEO Consultant)
- Silvia Martin (International SEO Consultant)
- MJ Cachon (SEO Consultant and Founder of Laika)
- Jonathan Moore (SEO & Analytics Consultant)
- Emma – Jane Stogdon (Organic Content Manager – WISE)
- Alfonso Moure (Technical SEO and Co-Founder & CEO bigmomo)
Sponsored by Spotlight by Semrush
This edition of The Audience Club. in London is proudly sponsored by Spotlight, the conference from Semrush focused on the future of AI-driven discovery and brand visibility. AI has fundamentally changed how brands are discovered online, and Spotlight was created to help marketers understand how to adapt to that transformation. Taking place in London on October 13th, Spotlight will bring together more than 80 practitioners from companies including Uber, Visa, McKinsey and Financial Times, alongside more than 1,000 marketers and over 100 sessions focused on the future of search, AI and marketing automation.
What makes Spotlight especially interesting is that the event is built around practical experience rather than theory. The speakers are not simply presenting trends, they are sharing what they are actively building, testing and implementing inside their companies today. The conference will explore how AI and agentic search are changing the way brands gain visibility, how automation could redefine marketing in the coming years, and what strategies marketers can realistically apply immediately in this new AI-first search environment.
At The Audience Club. London on June 25th, you’ll also be able to discover a bit more about Spotlight and a few extra surprises the team is preparing for attendees during the event.
Presenting SEO Playbook for News Publishers
One of the moments I’m personally most excited about will be presenting my book, SEO Playbook for News Publishers. The presentation will include a short conversation with Ismael Nafría, journalist, media consultant and creator of the Tendenci@s newslette, about the future of audience growth, SEO and innovation in media. Physical copies of the book will be available during the event, and anyone interested in reserving a copy beforehand can simply reach out to me directly by email.
More than talks: community, drinks and networking
The Audience Club. has never been just about panels or presentations. The idea is to create an atmosphere where conversations continue naturally after the sessions end, where people can meet others facing similar challenges in publishing, SEO and AI, while sharing ideas in a much more relaxed environment. There will be welcome drinks, popcorn, snacks and plenty of networking time throughout the afternoon in what I hope will feel like a very special and unique London venue for everyone attending.
Registration
Registration for The Audience Club London is completely free through Eventbrite. Spaces are limited, and I would genuinely love to see familiar faces from the industry as well as meet many new people who are passionate about SEO, publishing, AI and the future of audience development. I would be extremely grateful if you decide to join us and can make it to the event. And equally, if you register but later find you can’t attend, I would really appreciate it if you could release your spot so someone else can take your place.
See you soon!