Christian Rigg follows on from Otuto Umeji’s tip to share that, if you can form a brand association in someone’s mind, it makes many aspects of SEO a lot easier.

Christian says: “2026 is all about brand associations: in people's minds, in search engines, and in LLMs.

Optimizing for brand associations means building deep and meaningful connections between your brand and the topics, products, features, outcomes – all of the things that matter to people and machines.”