Brand is emerging as the third pillar of SEO, alongside content and technical optimisation at a great taking pace. Search engines and large language models interpret brand strength through links, mentions, and how your brand connects to other known concepts via entities, proximity, and vector embeddings. In this session, Lidia will provide an overview of studies that demonstrate the strong correlation between brand and SEO performance. As search behaviour shifts beyond traditional engines into platforms like Instagram, Pinterest, TikTok, and LLMs, understanding and enhancing your brand presence becomes more essential as ever before. You’ll walk away with actionable tips including how to implement organisation schema for SEO, optimise your social media profiles, and amplify content distribution to build brand visibility across all search surfaces.