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Jason Lax | SAP
Adaptive SEO for a Screenless, Off-Site Search Future
In a screenless search future, SEO strategies must adapt. Jason Lax, Technical SEO Expert at SAP, shares enterprise-level approaches for navigating rapid search evolution beyond traditional websites. He discusses how to mobilize strategic changes within large organizations, leverage observational insights to anticipate consumer behavior shifts, and prepare for AI-driven experiences that bypass traditional search entirely.
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Tyler Einberger | Momentic
SEO, GenAI/LLMs as search, lack of performance data for SEO professionals
SEO faces disruption from generative AI and LLMs as search alternatives. Tyler Einberger, Co-founder and Head of Growth at Momentic, shares clickstream data revealing ChatGPT users are 2.3 times more likely to click through to external websites than Google users. The report examines changing user behavior across platforms, highlights the measurement challenges of app-based traffic,…
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Michelle Robbins | LinkedIn
The New Sp[AI]ce Race
The AI race is transforming search engine strategies. Michelle Robbins, Manager of Strategic Initiatives and Intelligence at LinkedIn, shares insights from her decade of tracking AI's evolution in search. She examines Google's cautious approach to AI integration, the challenges of monetizing AI-driven search experiences, and why companies must diversify beyond search engines to build sustainable…
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Martha van Berkel | Schema App
How GenAI uses structured data
Structured data is critical for AI-powered search success. Martha Van Berkel, CEO of Schema App, explains how to optimize content for generative AI environments. She details how schema markup creates a knowledge graph that enables AI inferencing, explores the Model Context Protocol (MCP) as a universal framework for LLMs, and demonstrates why unique, expert content…
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Dale Bertrand | Fire&Spark
Educating LLMs & Optimizing Content for AI Search
In AI search, traditional SEO tactics are no longer sufficient. Dale Bertrand, President of Fire&Spark, explains how SEO professionals must shift from technical optimization to marketing fundamentals. He advocates for understanding customer behavior through direct conversations rather than relying solely on analytics, developing interactive tools that force website visits, and training AI agents to handle…
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Jade Pruett | Hello SEO
How to (and not to) use AI in your SEO
AI is transforming SEO—for better or worse. Jade Pruett, CEO of Hello SEO, shares her optimistic perspective on navigating this evolution. She explains how AI search is creating new opportunities for smaller businesses to compete against established brands, why schema markup is making a comeback, and how diversifying optimization strategies across multiple LLMs can drive…
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Travis Tallent | Brainlabs
How AI is transforming search
SEO must evolve beyond keywords to drive revenue. Travis Tallent, Managing Director at Brainlabs, shares his expertise in integrated SEO strategy. He explains how to reposition SEO as a business-critical function by aligning with stakeholder KPIs, incorporating CRO into SEO roadmaps, and leveraging AI search trends to gain executive buy-in for omnichannel approaches.
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Mike Walrath | Yext
AI-Powered Search: Disruptive Risk or Strategic Advantage?
AI is reshaping search discoverability and business visibility. Mike Walrath, CEO of Yext, explains how Google's monetization model faces disruption from emerging AI search competitors. He details how businesses must structure data for machine consumption rather than humans, identifies opportunities in local search fragmentation, and demonstrates how granular competitive intelligence can pinpoint exactly where digital…
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Elliot Tsai | TextNow
How to create a holistic “land and expand” SEO strategy
Marketing channels often operate in silos, limiting SEO success. Elliot Tsai, Senior Growth Manager of SEO and ASO at TextNow, shares his cross-channel expertise from his background in paid search and influencer marketing. He demonstrates how to operate SEO like a paid channel with revenue-driven forecasting, partner strategically with data teams to establish unified measurement…
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