Judith Lewis

🎤Speaker; MC; Trainer; 👩🏻‍💼NED; ThinkTank lead; Search Awards judge; 🍫🍷 chocolate, & wine expert judge; WSET3; 🪶First Nations; Email: [email protected]

[Judith Lewis @JudithLewis]

@seosmarty @searchmartin You think the percentage is too small..?

[Luke Carthy 🔎 @MrLukeCarthy]

⚠️ SEO is dead, apparently...

Nah, it's thriving better than ever - we're just scrutinising the wrong data.

Here's the proof:

Yes, clicks to your website are down, but users and your audience aren't searching any less.

Saying SEO is dead is like saying the supermarket is dead because less folks step foot in store.

(Tesco's profit is up 6.5% YoY doubling down on my analogy) and their delivery network Whoosh has grown 37% to £500M.

Same customer, different storefront.

... And to drop in another analogy... Your audience is still reading the news, they're just buying newspapers from a different news stand.

Facebook was once the single place to post social content, now with a more fragmented internet, you have to post that same content across multiple platforms.

SEO and the investment of time and energy was solely directed at Google. No one ever optimised for Bing, let's be honest...

SEO is now just experiencing that same fragmented shift.

If you want the click/citation/mention, you just need to spread your optimisations across several platforms.

Google, Claude, ChatGPT - whatever your 'news stand' optimise for it and win the customer where they show up.

Stop complaining because they're not clicking on your organic links and instead show up in the right spots.

Show up where your customers show up, whether you own the news stand or not.

Saying SEO is dead is like posting to MySpace and saying social media is dead.

Saying SEO is dead is like saying watching movies is dead because you can't rent DVDs from Blockbuster anymore.

You're just looking in the wrong place.

Suits me if you think it's dead, it just means there's more room for those of us who see that it isn't.

It's definitely not getting any easier, and that's a separate conversation, but organic search is absolutely thriving.

[Judith Lewis @JudithLewis]

Every time someone talks about MCP I have to remember it is not this…

[Judith Lewis @JudithLewis]

@aleyda @lufthansa Shocking! I only like flying @FlySWISS when I use Lufthansa group but this is next level. I’m Senator with Lufthansa but maybe I just don’t renew…

[Barry Schwartz @rustybrick]

ChatGPT links aren't passing UTM parameters and tracking anymore

https://t.co/qB3khr7wus

[Brodie Clark @brodieseo]

Before you report an unconfirmed Google update or panic over a major drop in your rank tracker: check if you were served a poisoned SERP.

An interesting new study from @nozzleio looked at 27.5M SERPs across 49 countries and found Google has started actively poisoning results served to scrapers.

Instead of blocking requests with 429s or CAPTCHAs (which just tells scrapers to rotate IPs and retry), Google serves a fully rendered, completely normal-looking SERP.

What this is resulting in is that the organic results are quietly swapped out with irrelevant data.

Some key observations from the study:

• 8% of all SERPs were poisoned post-Sept 13 (peaking at ~27% between Sept 27–29)
• Organic results kept only ~21% of their usual sites (vs. 88% normal)
• Tracked client sites fell out of the top 10 on 58.6% of poisoned SERPs
• Social sites like Reddit (+8 pts), Facebook (+5.5 pts), and LinkedIn surged to fill the gaps
• Interestingly, paid modules (Ads and Shopping) remained almost completely intact, while AI Overviews and PAA dropped significantly
• Desktop pagination was heavily truncated (stopping at page 4 or earlier on deep queries)

This is essentially Google's countermeasure against automated AI scrapers and RAG grounding pipelines, but rank trackers are inevitably being impacted.

If your client's ranking report shows a significant decline overnight, check GSC average position first. If GSC hasn't displayed a major deviation, it is likely that it is a data anomaly rather than a change in your ranking

Read the full write-up and data: https://t.co/lQaXnD9FLb

[Aleyda Solis 🕊️ @aleyda]

I’m deeply sad today as so many in the SEO community in the UK, Europe and beyond about the passing of a wonderful member of the search community, excellent friend and wonderful human, @nickwilsdon , with whom we shared so many moments through the years. He was so funny, kind, supportive, smart… what an amazing human.

You will be deeply missed, Nick. I can’t still believe you’re gone. You’ll be always remembered… thank you for all the beautiful moments.

My deepest condolences to his wife Anna and kids, and his team at Torque Partnership, the awesome consultancy he successfully built and was so proud of. ❤️ whatever you need, I’m here.

A big hug in heaven, Nick 🙏 RIP, my friend.

[Judith Lewis @JudithLewis]

@dwlz I was reading the list and got to “invent a new punctuation mark!” And my brain said “no, f**k you” and I think that list will haunt me forever

[Judith Lewis @JudithLewis]

I’m speaking at Spotlight by @semrush tomorrow - hope to see you there!

[Judith Lewis @JudithLewis]

@pedrodias It looks like a nice pub but there are loads of nice pubs around…

[Judith Lewis @JudithLewis]

I'm doing a workshop at Spotlight by
@semrush which is titled "Optimise your website for AI answers" https://t.co/Bd9c37716P - a fairly intense hands-on workshop to get you into AIOs. The discount code SPEAKER30 gives a 30% discount off the standard ticket price - see you there!

[Suganthan Mohanadasan @suganthan]

POV: You work in tech and just woke up to another “AI killed X” announcement.

[Lily Ray 😏 @lilyraynyc]

Claude and ChatGPT have started calling out listicles and comparison pages since earlier this year @jabezreuben #SEOIRL

[Judith Lewis @JudithLewis]

@OmiSido @brightonseo Thank you Omi!!!!!

[Omi Sido @OmiSido]

Who to see at @brightonseo

@JudithLewis - Schema in the AI Era: From Rich Results to Machine Interpretation - https://t.co/M4E0GYn6n9

📅 Thu 08 Oct
⏲️ 05:00 PM
📌 Auditorium 2

#brightonseo #digitaltransformation

[Martin MacDonald @searchmartin]

I once listened to Ian Hislop being interviewed, and he told the story that as a writer for the original Spitting Image (back in the 80's), every politician HATED being featured.

Except, they didn't have Archer. He, himself, lobbied them to add him, even sending plot ideas.

[dan barker @danbarker]

Imagine if today was your start date on this job at ASOS.

Someone comes to interrupt your onboarding session: 'um - are you the new DPO? There's been a message for you...'

[Search ‘n Stuff @searchandstuff]

AI visibility touches SEO, PR and GEO, so who owns it, and who gets the budget? @JudithLewis of DeCabbit Consultancy brings clarity to the boardroom question: “SEO, GEO and PR Walk Into a Boardroom… But the punchline will surprise you!” #SearchNStuffAntalya

[Aleyda Solis 🕊️ @aleyda]

🎉 Join us in the upcoming special @searchandstuff x #SEOFOMO London Holiday SEO Meetup, with SEO & AI search panels, an SEO open mic, festive food, drinks, karaoke and giveaways on Nov 14 at 6pm in London 👇 Sponsored by @WhitePressINT and @SERanking !

I'm delighted to partner with Yagmur Simsek and team to co-host a special Search ’n Stuff and SEOFOMO together for one very special festive SEO night in London featuring:

⭐️ Two panels about The Present and Future of Search & AI in Marketing in 2027, with the amazing @thetafferboy @ClaraSoteras @dergal @JudithLewis @chrisgreenseo @chimammeje @areej_abuali Anthony Barone @THCapper @danbarker @ItamarBlauer, and more!

⭐️ A very fun SEO Open Mic: quick-fire SEO, AI search, digital marketing tips, no slides, 5 minutes max each with @silvia_smp @nathanless @bngsrc @gfiorelli1 ... you? Open spots for attendees!

⭐️ Holiday networking party: With food, drinks, karaoke, games and giveaways!

Don't miss it out:

🗓️ November 24, 2026 from 6pm to 11:3pm
📍 Trapeze Bar | Old Street London, England
🏷️ Buy your ticket for just £16.96

See you in London: https://t.co/M8p7BbXWF5

PS: Thanks so much to our 🔥 sponsors WhitePress and SE Ranking for your support 💪 it wouldn't be possible without you!

[Search ‘n Stuff @searchandstuff]

🔎 Which actions raise your chances of being cited in ChatGPT, Gemini and Perplexity, and which classic tactics backfire? @metehan777 of Peec AI shares the patterns in “Beyond the ChatGPT Leak: The Citation Patterns Shaping GEO.” #SearchNStuffAntalya