Industry expert Russ Easther is set to address brokers on the transformative role of artificial intelligence (AI) in search engine optimisation (SEO) during his keynote at the Better Business Summit 2026. Scheduled to take place across several Australian cities, the summit aims to equip brokers with tools to elevate their lead generation strategies amid an evolving digital landscape. “People have this incredibly powerful tool at their disposal, but don’t know how to use it,” Easther remarked, likening the situation to having a Lamborghini in the garage without taking it for a drive.
Easther, who has over two decades of experience in digital marketing, explained that the latest shift towards large language models (LLMs) represents a significant evolution in consumer search behaviour. He noted that this transition is not entirely new; it follows a pattern where search capabilities have continually adapted to technological advancements. “Search used to be locked to a desktop or laptop computer. Then when the smartphone came in, search suddenly became mobile,” he stated, underscoring the ongoing transformation driven by social media and AI-powered tools.
With AI models like ChatGPT and Google’s Gemini becoming integral to users’ research processes, Easther emphasized that brokers must adapt to this next stage. “We’re at the start of a new wave with LLMs, and I’m teaching people how to surf,” he added. He pointed out that ChatGPT is currently one of the six largest websites in Australia, trailing only Google, indicating a rapid shift in how consumers engage with digital content.
As discussions around AI often revolve around its disruptive potential, Easther encourages brokers to view AI as an extension of familiar SEO principles. For many businesses, particularly smaller ones, SEO has been foundational to their digital strategies. “A lot of people got a little disillusioned because they’ve invested some money and didn’t get the return,” he acknowledged, noting that many are now cautiously exploring artificial intelligence optimisation (AIO).
Despite the complexities of AI, Easther reassured that many traditional SEO fundamentals still apply. He stated, “A lot of my presentation focuses on LLMO, GEO, and AIO, but the question is, isn’t it all just SEO?” He aims to highlight how brokers can fine-tune their existing strategies rather than necessitating a complete overhaul. According to Easther, brokers who have invested in strong SEO foundations are already making significant progress.
During his keynote, Easther will guide brokers on positioning their businesses effectively, ensuring they appear in searches from potential clients asking questions like, “What’s the best broker in Sydney?” He emphasized the unique advantage brokers have in crafting content, drawing from their extensive real-world knowledge and local insights. “Brokers are absolutely drowning in that kind of material through the stories they have with the local people they help,” he said, stressing the importance of leveraging these narratives to enhance digital visibility.
As he prepares for the summit, Easther is focused on elucidating practical steps brokers can take to improve their search visibility as AI continues to integrate into the digital ecosystem. “I’m really looking forward to sharing the knowledge in a really easily digestible way,” he noted. The Better Business Summit will span Adelaide, Perth, Sydney, and Melbourne, featuring a full-day agenda of insights from industry leaders, aimed at helping brokers sharpen their strategies as competition intensifies across various finance sectors.
In addition to Easther’s insights, the summit will serve as a platform for brokers to engage with the latest trends in consumer search behaviour and AI optimisation. With each event capped at 500 attendees, participants will gain a comprehensive understanding of the changing landscape affecting how Australian consumers find brokers in 2026. “Brokers can expect a big-picture look at what’s happening,” Easther concluded, encapsulating the summit’s goal of preparing brokers for future challenges and opportunities in their industry.
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