Pet Detective - Tracking the Trends and Leaders
11:50 am ET/ 3:50 pm UK
Steve will highlight search trends, leading brands and websites that can be used as blueprints for success. Data by
SISTRIX.
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
12:00 pm ET/ 4:00 pm UK
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.
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.
12:30 pm ET/ 4:30 pm UK
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.
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.
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.
Begum Kaye
How to Optimise for Google Discover in the Age of AI
2:00 pm ET/ 6:00 pm UK
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.
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
2:30 pm ET/ 6:30 pm UK
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.
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
3:00 pm ET/ 7:00 pm UK
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.
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.
Garrett French
Garrett is the founder of
Citation Labs, a research and link-building agency trusted by brands like Verizon, Adobe, and Angi. He also leads ZipSprout, a platform connecting national brands with local sponsorships, and co-founded XOFU, which tracks brand visibility inside LLM-generated answers.
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