News SEO Experts Reveal Strategies for Surviving the AI-First Era at NESS 2025

Leading news SEO experts John Shehata and Barry Adams will address critical challenges facing publishers in the AI era at the fifth News and Editorial SEO Summit (NESS) this October, emphasizing the need for fundamental shifts in SEO strategy and publisher operations.

The rapid evolution of artificial intelligence and its impact on digital publishing has created unprecedented challenges for publishers, with Google's AI Mode emerging as a particular threat to traditional traffic patterns. This transformation is forcing SEO professionals to radically rethink their approach to digital publishing and audience engagement.

Adapting to the AI Revolution

Barry Adams, co-founder of NESS, challenges conventional wisdom about AI optimization. "I have yet to find any LLM optimization strategy that is not also an SEO strategy," Adams states, suggesting that many AI-specific services may be repackaged traditional SEO practices.

The experts emphasize three critical areas for survival in the AI era:

• Building topical authority through quality journalism
• Diversifying traffic sources beyond search
• Developing direct audience relationships through newsletters and apps

Technical Excellence Meets Quality Content

While technical SEO fundamentals remain crucial, both experts stress that publishers must go beyond basic optimization. Understanding potential risks and challenges of AI implementation in business is essential for success. "The content is what needs to shine," Adams emphasizes. "If you don't have that unique brand voice, that quality journalism, then why are you in business in the first place?"

The Role of AI Agents

The summit will feature detailed discussions on AI agents in newsrooms, with speakers including James Carson and Marie Haynes. Publishers are increasingly discovering significant business advantages of implementing AI solutions in their operations. John Shehata sees potential in AI for research and basic content creation, noting that "AI agents can save us hundreds of hours." However, Barry Adams urges caution about current AI reliability in enterprise environments.

The fifth NESS event will take place October 21-22, 2025, featuring 20 speakers from major news publishers including The New York Times, The Guardian, and CBS. SEJ readers can use code "SEJ2025" for a 20% discount on tickets.

Learn more about the impact of AI on digital publishing at Reuters Institute