9:00 AM - 9:20 AM
Opening Remarks
Willow Mack
General Manager
at
Moz
9:20 AM - 9:50 AM
What if Google Wins the War?
Dr. Pete Meyers
Principal Innovation Architect
at
Moz
Join Dr. Pete as he explores how Gemini and organic search overlap, why 25 years of SEO fundamentals still matter, and how to prepare for SEO's hybrid future.
9:50 AM - 10:20 AM
How to Use Topical Reasoning to Optimize for Humans and Machines
Beatrice Gamba
Head of Innovation
at
Wordlift
Organizing sites around keywords creates broken journeys and weak entity signals. Beatrice shows how connecting navigation, content hubs, and structured data around clear entity relationships drives user engagement, topical coverage, and AI citations.
10:20 AM - 11:00 AM
Morning Coffee Break + Networking
11:00 AM - 11:30 AM
Why Great SEOs Struggle To Become Business Leaders (And How To Change It)
Helen shows you how you can position yourself as a leader so you can influence executives using business language and build cross-functional partnerships.
11:30 AM - 12:00 PM
Building Attribution That Survives AI Interference
Stephen Akadiri
Organic Growth and SEO Expert
Last-click models distort reporting by ignoring the role SEO plays early in AI-assisted user journeys. Stephen shares practical tracking frameworks to calculate the true value organic search creates beyond clicks.
12:00 PM - 1:15 PM
Lunch Break + Networking
1:15 PM - 1:45 PM
How to Scale Impactful Content Without Losing Quality
Chima Mmeje
Senior Content Marketing Manager
at
Moz
Most content teams are under pressure to do more with less. Organic traffic is harder to win, demand targets are rising, and leaders are investing heavily in AI, expecting it to solve the scaling problem. But AI won’t fix a broken content operation. In this session, Chima Mmeje will show…
1:45 PM - 2:15 PM
Why the Best Digital PR Campaigns Don’t End With Links
Link-first campaigns often fail to build lasting brand value. Katy explains how to connect creative PR campaigns to brand, SEO, and revenue goals, stress-test ideas before pitching journalists, and measure outcomes beyond links and coverage.
2:15 PM - 2:50 PM
Afternoon Break & Networking
2:50 PM - 3:20 PM
Citation Needed: Linking AI tactics to real results
Tom Capper
Director of Search Product Strategy
at
Moz
Whilst most traditional SEO metrics and attribution seem to be losing clarity in AI Search, citations can provide tactical data and proof of ROI that we've never had before. Tom will explore key trends in citation data across AI platforms and how to use citations to prove the missing link…
3:20 PM - 3:50 PM
How to Win at Agentic E-Commerce
Miracle Inameti-Archibong
Head of Organic Search
at John Lewis (Financial Services)
As shopping agents research and complete purchases for users, e-commerce sites must support machine-led journeys. Miracle demonstrates how to run AI technical audits, optimize context windows, and structure product data for agentic discovery.
3:50 PM - 4:20 AM
How to Make Smart Bets on the Future of Search
Mark Williams-Cook
Digital Marketing Director
at
Candour
In a rapidly shifting search market, teams must decide where to invest without complete information. Mark outlines how to use expected value frameworks to evaluate risk, avoid unguided AI reliance, and identify which search trends are actually worth betting on.
8:00 AM - 9:00 AM
Registration & Welcome Coffee
9:50 AM - 10:20 AM
Local SEO That Actually Works: Some Assembly Required (AI Not Included)
Amanda Jordan
Director of Digital Strategy
at
Owner
Local SEO has never been easier to execute, yet many businesses scale traffic without seeing a meaningful impact on revenue. What is causing this disconnect? Drawing on large-scale data from thousands of locations, Amanda breaks down how to diagnose phantom SEO growth, fix counterproductive metrics, and audit your operations for…
11:00 AM - 11:30 AM
2 Truths and a Lie About Digital PR
Debbie Chew
SEO & Digital PR Consultant
Most SEOs don't focus on off-site signals, but that's often where LLMs pull from when customers type commercial-intent prompts. This talk helps you understand where Digital PR fits in your strategy and gives you concrete ways to act on it.
11:30 AM - 12:10 PM
Panel Discussion: Top Strategies to Dominate Answer Engines [AI Mode, ChatGPT and Perplexity]
AI search is not one channel, and a generic strategy won't cut it. AI Mode, ChatGPT, and Perplexity each work differently — and they don't always surface, cite, or recommend content in the same way. In this session, Beth Nunnington and Paul Norris will share proprietary data from client work…
2:00 PM - 2:25 PM
Preparing for the Death of the Open Web
AI agents are becoming the primary consumers of the internet, collapsing traditional marketing channels into a single surface layer. This structural shift is replacing SEO with Relevance Engineering. Mike King will lay out the playbook for restructuring content into data stores, adopting new agentic protocols, and driving brand visibility inside…
3:00 PM - 3:30 PM
Operationalizing AI: Proven Workflows That Generate Measurable Revenue
AI tools are everywhere, but using them as on-off assistants gives you limited leverage compared to a shared organizational "brain." Eric Siu will show how marketing teams can transition from scattered AI experimentation to an agent-powered operating system. Learn how to connect institutional knowledge, deploy specialized agents across recurring workflows,…
3:30 PM - 4:00 PM
The State of AI Search in 2026
In this session, Josh Blyskal will share original Profound research on what AI search platforms cite, and how their retrieval systems work. Attendees will leave with a clearer framework for adapting SEO strategy to AI search and making their brands more visible, citable, and legible to answer engines.
4:00 PM - 4:30 PM
How to get your website ready for AI Agents
Crystal Carter
Head of AI Search & SEO Communications
at
Wix
AI agents are becoming a new kind of user. They browse, compare, validate, and act on behalf of humans. In this session, Crystal Carter will show you how to get your website agent-ready. You’ll learn how to improve site actions, feeds, APIs, markdown, MCP, and the protocols shaping agentic search.
4:30 PM - 4:45 PM
Closing remarks, farewell and thank you
Willow Mack
General Manager
at
Moz
5:00 PM - 7:00 PM
Happy Hour
