Why Your SEO Numbers Don’t Make Sense Anymore – And What to Measure Instead 

Classic SEO metrics like rankings, impressions, traffic, and search volume are becoming harder to trust in an AI-shaped search landscape. In this session, Itamar Blauer will explain why the old measurement model is breaking, why prompt tracking alone is not the answer, and how SEOs can rethink reporting around what actually matters: eligibility, selection, and outcomes. 

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Itamar Blauer

Itamar Blauer is a marketing and growth leader, author, and international speaker specialising in SEO. What began at age nine—creating digital assets and ranking content before he knew the term SEO—grew into helping businesses from ambitious SMEs to billion-dollar brands grow their online visibility through data-driven, user-focused marketing. He's the author of "Keywords for SEO," host of the "SEO Unplugged" podcast, and a regular speaker at conferences worldwide.

From Screenshots To Statistics: How To Measure AI Visibility With Real Numbers 

Most AI visibility data is noise masquerading as insight. Join Aimee Jurenka as she reveals why single-shot prompt tracking fails and how to measure AI visibility using statistically valid methods that produce real, decision-ready numbers.

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Aimee Jurenka 

Aimee Jurenka is an AI Visibility Strategist and the founder of seo SUSTAINABLE. With over a decade of experience across technical SEO, content strategy, and on-page optimization, she helps brands evolve from traditional 10-blue-link thinking into an AI-first era of search.

The “Anti-Slop” Protocol - Moving Beyond Single-Prompt Failure to Multi-Model Orchestration" 


Most teams treat AI content briefs as a one-shot prompt and hope for the best. This talk takes apart a matched pair of production-grade master prompts — one for creating new content, one for updating content that already ranks — and shows the engineering underneath. You'll see how both run the same backbone (qualitative semantic competitive analysis, content architecture, and entity-salience SEO rules) while the update prompt solves the part everyone botches: improving a page without sacrificing its existing rankings, design constraints, or link signals. You'll leave able to build your own phase-gated brief generator that produces output optimized for both Google and generative AI — not just a better prompt, but a repeatable system. 

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Gianluca Fiorelli 

With almost 20 years of experience in web marketing, Gianluca Fiorelli is a Strategic and International SEO Consultant who helps businesses improve their visibility and performance on organic search. Gianluca collaborated with clients from various industries and regions, including Glassdoor, Idealista, Rastreator.com, Outsystems, Chess.com, SIXT Ride, Vegetables by Bayer, Visit California, BlueGround, James Edition, Alpitour, and many others.

From AI Prompts To Purposeful Content: A Simple Blog Workflow for Charities 


Join Shweta Gupta as she shares a simple AI-assisted workflow that helps charities turn one meaningful idea into clear, search-friendly and values-led content. The session will show how to move from idea, audience intent and structure to blog creation using AI. It will also focus on aligning human review and adapting content across channels, without losing empathy, trust or the charity’s voice.

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Shweta Gupta 

Shweta Gupta is a UK-based content strategist specialising in SEO, content strategy, and AI-assisted marketing workflows. LinkedIn.

The Low-Hanging Fruit Framework: Turning GSC Data Into Quick Traffic Wins 


Low-hanging fruit in SEO is often overlooked in favor of bigger, flashier optimizations, but these quick wins can add up to serious traffic gains over time. In this session, Mike walks through a repeatable, automated process for discovering underperforming pages using Google Search Console data. You will learn how to identify pages with high impressions and a strong keyword footprint that are simply not converting to clicks, and what to do about it. From conditional formatting rules in Looker Studio to a prioritized list of content refresh tactics, you will leave with a practical framework you can implement right away.

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Mike Ginley 

Mike Ginley is a results-focused technical SEO and digital marketing consultant at Mike Ginley Digital Consulting based in Chicago, IL. With 10+ years of experience, he has worked across B2B and B2C industries, ranging from local small businesses to enterprise ecommerce sites. His expertise spans technical SEO, international SEO, content strategy, data analysis, and omni-channel digital marketing. Mike got his start at SyncShow in Cleveland before moving to Chicago to work at Americaneagle.com, where he honed his skills across a wide variety of clients and industries. He holds a B.S. in Marketing from the University of Dayton along with certifications in Technical SEO, Google Analytics, and Google Ads. When he is not deep in data, you can find him running, golfing, or playing soccer with his dog Donnie.

Everyone Ignores Google Discover (Except Those Who Are Beating AI Overviews) 


In this session, we will explore the key aspects of Google Discover that many businesses, publishers, and marketers still overlook. We will examine how to leverage this channel as a source of visibility, traffic, and brand growth in a landscape reshaped by AI Overviews, follow-up questions, and Google Search’s transition toward AI Mode. Despite being a Google product with significant potential, Google Discover remains largely unknown or underutilized by many organizations. Through data, strategic insights, and real-world use cases, we will show how businesses can take advantage of Discover as an effective positioning channel in the new era of AI-driven search.

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Clara Soteras

Clara Soteras is an SEO and Digital Strategy Consultant for news organizations, working with newsrooms across Spain, Europe, LATAM and the US. She trains journalists and editorial teams worldwide and speaks regularly at international conferences on journalism, SEO and media innovation. She is an Adjunct Professor at the Autonomous University of Barcelona, founder of The Audience Club, and author of the SEO Playbook for News Publishers. She judges for the Global, European and UK Search Awards and previously held senior SEO and digital strategy roles at AMIC, El Nacional and betevé. 

Pet Detective - Tracking the Trends and Leaders

Steve will highlight search trends, leading brands and websites that can be used as blueprints for success. Data by SISTRIX.

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Steve Paine

Steve is the English-language marketing manager at SISTRIX, presents regularly on-stage and oversees the data journalism team. Steve has a very long history in online content dating back to before the web was born.

Everything Old Is New Again: Why Information Retrieval Still Powers AI Search

As generative AI reshapes how users discover information, many assume traditional search principles are obsolete. This talk argues the opposite. From ranking and relevance to retrieval pipelines and evaluation, modern AI Search systems are built on decades of information retrieval research. Attendees will learn how foundational IR concepts quietly underpin LLM-powered search experiences—and why understanding them is essential for building, optimising, and auditing AI-driven discovery systems.

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Dawn Anderson

Dawn Anderson is an international technical SEO consultant and the founder and Managing Director of Bertey, a boutique consultancy based in Manchester, UK. She specialises in advanced technical SEO, information retrieval, and digital strategy, and is a regular conference speaker, trainer, and Search Awards judge. Dawn holds an MSc and a Postgraduate Diploma in Digital Marketing Strategy.

Optimizing Social Media For High-Converting SEO.

The search landscape is evolving. The gradual introduction of social media insights in Search Console strongly suggests Google no longer relies on websites alone to deliver real-world information. Recent SERPs are noticeably showing results that come from diverse sources, heavily leaning towards user narratives in discussion groups and perspectives expressed in social media content. Even YMYL niches are not entirely excluded from this evolution as shown in the screenshot below for the query "how can I file my taxes for 2025 in 2026.

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Jeanne Tan

Jeanne is an SEO consultant and entrepreneur specializing in semantic search and sales funnel optimization. As the founder and CEO of Search and Jeanne, Jeanne helps impact-driven businesses to increase their revenues without the uncertainty of algorithm changes and DIY fads using high-converting SEO. Her technical proficiency encompasses technical SEO, semantic search strategies, catalyst marketing, and copyediting.

Visual Semantics and Algorithmic Authorship: Dance of Bytes and Letters

It is gonna explain how to increase relevance based on the document understanding capacities of Google, by correlating the textual and visual data they can absorb.

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Koray Tuğberk Gübür

Koray is the CEO and founder of Holistic SEO & Digital. He is known for deep work in semantic SEO, topical authority, and technical SEO, and he publishes detailed case studies and research on HolisticSEO.digital while speaking regularly at SEO events.

Why Most B2B SEO Programs Plateau at ‘Traffic That Doesn’t Convert

B2B SEO has two structural problems:

  1. Traffic that doesn’t convert
  2. Declining CTR due to AI surfaces


When AI answers the question directly in the SERP, only the strongest brands and most differentiated content earn the click. This session explores how traditional traffic-led roadmaps are breaking — and what it takes to build defensible, conversion-focused SEO programs in an AI-shaped search landscape.

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Begum Kaya


Begüm is an Organic Growth Strategist at Omniscient Digital, helping B2B SaaS companies build focused, data-informed growth programs. She brings experience across the US, UK, EU, and Japan and has a background in strategy, technical SEO, and analytics. She’s currently exploring how machine learning can support smarter, more efficient growth work. She’s a former cat mom who still can’t control her high-pitched voice around animals. (obvs that's for SEO for Paws, feel free to keep it out.)

How to Optimise for Google Discover in the Age of AI

AI Summaries are now also appearing in Google Discover, alongside more social media content from YouTube and X. How can websites maximise the visibility in Discover and attain consistent traffic from his highly unpredictable content recommendation feed? In this talk Barry Adams will show how Discover works, what tactics yield the best results, and what websites can do to maintain Discover traffic in this new era.

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Barry Adams

Barry is a 25-year veteran of the SEO industry. As a specialised SEO consultant for news publishers, he focuses on delivering technical and editorial SEO services to news publishers around the globe. Barry counts some of the biggest media brands among his clients including The New York Times, Daily Mail, The Guardian, Condé Nast, The Globe and Mail, Mediahuis, Reach, Euronews, and The Independent. He is a regular speaker at conferences and events across the world, delivers annual guest lectures for local universities, co-founded the News and Editorial SEO Summit, and writes an irregular newsletter on SEOforGoogleNews.com.

E-E-A-T 2.0: How Real-World Trust Signals Now Drive Rankings

As Google shifts toward a safety-first search ecosystem, websites, especially those in the YMYL space (finance, medical, legal, insurance, wellbeing) face a new reality: E-E-A-T is no longer just about on-page optimisation, it’s about real-world credibility. In 2025, Google’s trust systems increasingly rely on external validation such as expert authority, institutional citations, regulatory trust markers, and off-site reputation signals.


This talk explores the evolution of E-E-A-T into a multi-layered trust framework, showing how Google blends content quality, author identity, brand reputation, and third-party verification to identify safe, authoritative sources especially in high-risk YMYL categories.


Attendees will discover how to build E-E-A-T into a measurable, scalable strategy that aligns SEO with PR, compliance, expert governance, and brand reputation. The session will provide practical steps for strengthening author entities, elevating organisational authority, improving content credibility, and creating the kind of trust signals that both users and AI models recognise as reliable.

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Amanda Walls

Amanda is the Founder and Director of Cedarwood Digital, a Manchester-based agency specialising in SEO, paid media, and digital PR. A former journalist with nearly 20 years in digital marketing, she is also the host of Manchester DM and a regular speaker at industry events. 

Learn how to speak Google's Love Language with SXO

In today’s search landscape, success means more than just technical SEO, it’s about creating experiences that delight users while keeping Google happy. We’ll explore the symbiotic relationship between search marketers and UX designers, showing how collaboration drives better results. You’ll get practical takeaways for balancing SEO, UX, and the evolving world of AI-driven search, ensuring your content connects with humans first… and ranks higher too.

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Laura Iancu

By day, Laura helps Octopus Energy tame SEO, AI, and UX beasts of the digital realm. By night, she builds Searchpedia, a personal project cataloguing the weird and wonderful world of search marketing. Equal parts Jedi, Noldorin elf, and Witcher, Laura believes great optimisation is part science, part storytelling, and occasionally, pure magic. They’re also an engaged member of WTS & Neurodivergents in SEO.

Building Local Trust and AI Visibility Through Community PR

Search has changed. Local businesses are no longer just competing in traditional rankings. They are competing for inclusion in AI-generated answers, map packs, and increasingly crowded SERPs. In this environment, generic link building and high-DA placements are losing ground to something more powerful: real-world relevance.

In this session, you will learn how community sponsorships and local partnerships can become a scalable, data-driven visibility channel. Drawing on original research and millions of dollars in sponsorship placements, we break down how local trust signals influence both search engines and AI systems, and why they outperform traditional link strategies.

You will see what effective community links actually look like, how they impact visibility, and how to operationalize sponsorships in a way that drives both business outcomes and meaningful community impact.

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Ellen Sartin

Ellen is the Client Success & Growth Manager at ZipSprout. A research-driven Local SEO nerd with over 12 years of experience in marketing and business development, and a background in applied statistics and data analysis, Ellen explores how community partnerships between brands and nonprofit organizations drive real local visibility and engagement - and how AI is shaping Local SEO.

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