This April 2025, Tom Vaughton, founder and CEO of Varn, delivered an insightful talk on the main stage at Brighton SEO, on the future of SEO titled “The only 4 SEO strategies you’ll EVER need.”
After analysing over 450 of our past SEO proposals and campaigns, Tom found that almost every successful strategy fell into one of four categories:
- Cost-led
- Differentiation
- Niche
- Growth
The right one for your business depends on your goals, resources, and competitive landscape, but Tom suggests that one thing is true for all of them: ‘Your SEO strategy will never exceed the quality of the questions you ask.‘
Ask better questions.
Understand the commercial context.
Build SEO strategies that align with what actually matters.
The Varn team also attended many other insightful talks this year. Read on to hear our key takeaways…