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Zero-Click Marketing: How to Win Attention Without Chasing Algorithms

Amanda Natividad from SparkToro reveals how marketing is fundamentally changing as clicks disappear but attention remains. This session explores the shift from traditional funnel-based marketing to building brand influence through zero-click content, backed by real data on traffic patterns and attribution challenges that every marketer faces today.

02:33 The disappearing click crisis: Understand why 60% of Google searches now end without clicks, how social platforms are actively penalizing external links, and why attribution tracking is fundamentally broken with dark social hiding up to 100% of referral data.
16:04 From marketing funnel to brand vortex: Discover the revolutionary shift from pushing people through funnels to creating powerful content that pulls audiences in wherever they are, building trust and intent through consistent visibility rather than click optimization.
20:39 Audience research vs keyword research: Learn why traditional keyword research only tells you what people search for, while audience research reveals where they spend time, who they trust, and how their interests evolve - the key to creating resonant content.
24:23 Practical zero-click strategies: Master tactical approaches like creating LinkedIn saved searches to monitor audience behavior, leveraging subreddit conversations, and analyzing your own content performance to build sustainable community-driven growth.

AI-driven SEO: Leveraging Technical & Content Optimizations for Future-Proof Strategies

Charley from Semji and Joshua dive deep into Generative Engine Optimization (GEO), revealing how AI-powered search engines like ChatGPT and Perplexity are reshaping SEO. This technical discussion covers everything from how answer engines actually work to actionable strategies for optimizing content, with insights from analyzing millions of citations and queries.

05:20 How AI answer engines actually retrieve information: Understand the fundamental differences between Google AI Overviews (built on PageRank), ChatGPT (using Bing API with query regularization), and Perplexity (vector-based proprietary index) - revealing why traditional SEO metrics don't always transfer.
15:29 Game-changing research findings on 177 million citations: Discover why there's only 12% overlap between ChatGPT and Google results, why listicles dominate with 32.9% of all citations, and how Reddit became ChatGPT's second most cited source with a 400% increase.
21:53 Critical technical optimizations for GEO success: Learn why answer engines can't render JavaScript content, how to leverage LMS.txt for accuracy plays, and master log file analysis to reverse engineer AI search patterns and user behavior.
28:09 Content optimization strategies that actually work: Master the art of value-preview meta descriptions, understand why ChatGPT appends "2025" to 40-60% of queries, and structure semantic HTML chunks for maximum citation potential in answer engines.

From Performance to Influence – The New SEO

Kevin Indig presents an in-depth analysis of SEO evolution in the face of Google's AI overviews. Based on data from 5 billion queries and the first-ever AIO usability study, this webinar reveals how marketers must rethink their strategy to shift from performance to influence in this new AI-transformed SEO landscape.

01:33 The fundamental shift in SEO due to AI overviews: Understanding how 2025 presents the biggest change to SEO ever, with the new traffic pattern showing clicks down and impressions up across the entire ecosystem.
05:04 Quantitative research revealing the macro impact: Analysis of over 5 billion queries showing how AI overviews increase Google usage but significantly reduce website traffic, with zero-click searches rising from 72% to 76%.
12:14 Groundbreaking usability study insights: Discover the first-ever AIO usability study with 70 participants, revealing that users love AI overviews but only 20% of final answers come from them, with critical findings about trust, emotions, and demographics.
30:24 Actionable strategies for the new SEO era: Learn the five key tactics to thrive in the post-click SEO world, from detaching from clicks to leveraging AI for content creation and multi-channel presence on Reddit and YouTube.

Zero-Click SEO: organic conversion strategies for both AI and traditional search

Comprehensive masterclass by Dale Bertrand (CEO, Fire and Spark) on optimizing for the zero-click era. Learn the VECTOR framework for AI search optimization, understand vector embeddings vs keyword search, master Google AI mode's 6-step process, and discover tactics for expanding relevance, clarifying answers, and creating unconverable interactive tools.

04:03 Semantic vs lexical search revolution: Understand why keyword search is dead - modern search engines use vector embeddings to find semantically similar content, not keyword matches. Learn the library analogy that explains how AI organizes content by meaning.
10:59 Google AI mode's 6-step process: Master how AI mode works: query understanding, query fan-out, reasoning chains, context understanding, content selection, and response generation - plus why it's conversation, not ranking.
16:41 The VECTOR framework revealed: Discover Dale's comprehensive optimization system: Verify intents, Expand relevance, Clarify answers, Target mentions (digital PR), Optimize for assembly, and Refresh passages for AI visibility.
30:47 Interactive tools strategy: Learn how to create unconverable content with AI-generated interactive tools (calculators, assessments) that force users to visit your site, provide first-party data, and can't be summarized by AI.

How to build an LLM readiness audit: a practical framework

Essential practical guide by Nick Samuel (Head of Technical SEO, Dentsu) for preparing your website for LLM-powered search. Get access to Dentsu's comprehensive LLM readiness audit framework with 5 pillars, downloadable Google Sheet scorecard, and concrete action items to future-proof your SEO strategy in the AI era.

04:02 The new era context: Understand the fundamental shift to AI-powered search, diversification of search engines, and key milestones like AI mode global launch and agentic AI capabilities that will reshape SEO.
14:56 The 5-pillar LLM readiness framework: Discover Dentsu's comprehensive audit system covering Analytics & Measurement, Crawling & Indexation, UX & Rendering, Technical Discovery, and Content & Authority with downloadable scorecard.
18:44 Analytics and measurement essentials: Learn 5 critical actions including LLM traffic tracking with regex filters, brand share of voice measurement, AI overview tracking, and server log analysis for bot behavior.
24:33 Technical optimization tactics: Master crawling optimization (robots.txt for AI bots), indexation verification methods, schema implementation for products, JavaScript rendering issues, and performance improvements for LLM accessibility.

Bridging the two worlds of AI and traditional search on Google and beyond

Data-driven masterclass by Ray Grieselhuber (CEO, Demandsphere) debunking the AI vs traditional search dichotomy. Discover why everything is already AI search, learn unified data modeling techniques, understand index overlap between ChatGPT and Google, and master attention-based metrics beyond clicks using visual rank and pixel depth analysis.

02:33 The false dichotomy myth: Understand why "traditional vs AI search" is misleading - everything is AI search now. Google pioneered transformer architecture and LLMs years ago, it's about search experience interfaces, not different technologies.
07:14 Attention over clicks paradigm: Learn why traffic is just a proxy for attention. Master SERP features as attention magnets, visual rank analysis, and pixel depth measurement to understand true user behavior beyond click-through rates.
12:25 Unified data view case study: See concrete TripAdvisor example showing 33% CTR explained by AI Overview citations. Learn how combining SERP data with Search Console reveals hidden insights about AI traffic sources.
18:33 Index overlap revelation: Discover research across 17 industries showing ChatGPT uses Google's index 50% of the time vs Bing. Understand how improving Google rankings directly impacts AI platform visibility.

AI search and how to remain findable

Essential masterclass by Ann Smarty on staying visible in the AI search era. Discover the difference between losing clicks but not conversions, master GEO vs AIO strategies, learn why "do queries" are gold, and understand how to engineer your digital footprint for AI platforms including the crucial role of Reddit and co-citations.

01:38 The 10-year click decline reality: Understand why we've been losing clicks for a decade (featured snippets, PAA) and how AI accelerates this trend with 30-50% traffic drops, but conversions still happen without clicks.
05:47 GEO vs AIO strategies: Master the difference between Generative Engine Optimization (getting cited in AI answers for traffic) and Artificial Intelligence Optimization (converting without clicks through brand mentions).
14:17 "Do queries" are conversion gold: Discover why action-intent queries are harder to summarize and drive more clicks. Learn how to identify and optimize for these high-converting search patterns.
19:22 Engineering your AI footprint: Learn relevance engineering tactics: brand knowledge content, co-citations, Reddit strategy, and how to make AI platforms understand your unique value proposition and differentiators.

Scaling SEO across borders: wins, fails & WTF moments from 3 global brands

Gerry's masterclass on international SEO with 25 years of experience at Just Eat, Norwegian supermarket and other global brands. Discover why hreflang isn't enough, Google Merchant Center pitfalls, multilingual AI impact, and localization tricks to avoid the errors that can ruin your international efforts.

02:57 Why international SEO is complex: Discover concrete examples with Meta Quest and Lifestyle Sports showing how Google interprets queries differently based on geographic and linguistic intent.
05:23 Beyond hreflang - Local EAT: Understand why hreflang is just a signal, not a magic solution. Master the importance of localization vs translation and the concept of local EAT (expertise, authority, trust).
20:44 Google Merchant Center neglected: Revelation about the most underutilized tool in international SEO. Learn why GMC has become crucial for traffic and how to prevent it from falling between SEO and Paid teams.
22:44 Multilingual AI and localization: Master the challenges of English-trained AI, variable adoption rates by region, and expert prompting techniques to avoid failed literal translations.

AI beyond the hype: what's changing in Search, what's not, and what you need to do now

Inspiring keynote by Perna on AI beyond the hype. Discover the 5 major transformations redefining marketing (B2ME, AI orchestration, responsive content), the 4 unchanging truths (trust, creativity, ethics), and 3 concrete actions to succeed right now in the era of generative AI.

04:28 The 5 shifts changing everything: Discover the fundamental marketing transformations: from B2B/B2C to B2ME, from human to AI search, from optimization to orchestration, from planned to responsive content.
04:47 The revolutionary B2ME: Understand how AI transforms marketing from static personas to living "identity graphs." Coca-Cola case study: 8M posts analyzed for 828k personalized coupons.
19:57 The 4 unchanging truths: Master what never changes despite AI: trust remains the foundation, your brand becomes AI's memory, human creativity stays irreplaceable, ethics define your boundaries.
26:20 3 concrete actions for right now: Apply immediately: build for the "invisible funnel," prioritize "return on learning" over ROI, and codify your brand for machines with a Brand OS.

5 Marketing Trends You Can't Ignore in 2024

Neil Patel explores 15 key trends shaping the marketing landscape in 2024, backed by data, and offers actionable insights on leveraging these trends for success in the coming year.

07:00 – Beyond Content Creation
Quality is now paramount in content creation. 15% of daily searches are brand new, presenting a wealth of keyword opportunities to target.
12:00 – The Importance of Long-Tail Keywords
Despite low traffic volume, ultra-long-tail keywords are increasingly driving revenue and should be prioritized.
19:00 – Social Media Secrets
Short-form videos dominate engagement, but text-based content like how-tos and listicles still perform well, particularly on Instagram and TikTok.
25:00 – Leveraging WhatsApp for Marketing
With a growing user base, WhatsApp offers significant engagement opportunities for marketers. Utilize it for direct communication and retargeting.
31:00 – Human vs. AI Ads
Combining human creativity with AI tools yields the best results, with AI-generated ads outperforming human-only ads by 75.7%.

Because No One Lies to Their Search Bar: How Search Insights Leads to SEO Evangelism

Stefan Bayo discusses how leveraging search insights can transform SEO strategies and help evangelize SEO within organizations by connecting with the business's core goals.

10:00 – SEO as a Marketing Tool
SEO is not just about rankings; it should be used strategically as part of the broader marketing efforts within the organization.
17:30 – The Power of Search Insights
Search queries reflect true user intent, offering valuable insights into what people truly want, and how this can guide SEO and content strategies.
24:00 – SEO Evangelism Within the Organization
To succeed, SEO needs to be proactive and integrated into the decision-making process, helping other teams understand the value of SEO beyond just traffic metrics.

From Local to Global: Grow Your Business by Mastering SEO

In this session, the speakers explore essential strategies for expanding your business internationally through SEO, offering actionable tips on localization, technical SEO, and content adaptation.

02:00 – Setting Up for Global SEO Success
Key components for starting international SEO campaigns: research, market understanding, and the importance of local market adaptation.
10:00 – Localizing Content for Different Markets
Strategies for targeting the right keywords and creating SEO briefs for each market to ensure content resonates with the local audience.
18:00 – Technical Considerations for Global SEO
Best practices for structuring your website with hreflang tags and understanding the impact of technical implementation on different markets.
26:00 – Adapting Content to Local Audiences
Importance of adapting content based on cultural nuances and search intent, with examples on how content localization differs across markets.

Measuring SEO Success for Internal Buy-In

In this session, industry experts Craig Harkins and Matthew Osuch discuss the challenges and strategies for measuring SEO success and gaining internal support for SEO projects.

05:00 – Challenges in Communicating SEO Value
SEO teams often struggle to justify their efforts in terms of revenue, not just traffic. Focusing on driving non-brand, high-intent traffic that converts can be the key to securing buy-in.
12:00 – Aligning SEO with Other Departments
By working closely with product, customer service, and marketing teams, SEO teams can demonstrate the broader impact of SEO on different business KPIs, such as reducing customer support calls and improving product conversions.
19:00 – SEO in the Product Organization vs. Marketing Organization
Being embedded in product teams provides SEO teams with greater access to technical resources and early product development, making it easier to influence product features that align with SEO goals.
27:00 – The Power of Data-Backed SEO Proposals
Leveraging data from both SEO tools and analytics teams helps SEO teams present clear, measurable goals. By proving ROI through traffic and revenue metrics, SEO becomes a more strategic partner.

Fireside Chat with Eli Schwartz

Eli Schwartz shares his expert insights on SEO strategies that focus on user experience and business outcomes, as well as how AI is reshaping SEO in a post-rankings world.

02:30 – SEO Beyond Rankings
Shifting focus from rankings to product-led SEO: how user experience and business outcomes should drive SEO strategies.
08:15 – AI's Impact on SEO
AI tools enable more personalized SEO strategies, enhancing buyer personas and content alignment with user intent.
12:45 – The Future of SEO with Search Generative Experience (SGE)
Google's SGE is changing SEO dynamics by providing direct answers in search results, requiring a focus on mid-funnel content optimization.

Finding Experimentation Hotspots on Your Website

This session focuses on uncovering areas of your website that can be optimized through experimentation, helping to drive conversions and improve user experience.

02:00 – Identifying the Right Testing Opportunities
Learn how to identify areas on your website where experimentation can yield the highest impact on user engagement and conversions.
14:00 – Homepage Optimization Strategies
Understand how testing different aspects of the homepage, such as content layout and navigation, can improve user retention and guide visitors to the next steps.
20:00 – PLP (Product Listing Page) Tests to Increase Click-through Rates
Experiment with product imagery, CTAs, and reviews to drive higher engagement and click-through rates on product listing pages.
30:00 – Checkout Funnel Optimization
Test different strategies to reduce friction and improve conversion rates in the checkout process, focusing on user trust, payment methods, and cart summaries.

How Google Fights the AI Content Wave

Kevin discusses how Google is combating low-quality and AI-generated content, focusing on spam, the shifting algorithms, and what you need to know to stay competitive.

02:00 – AI content poses a unique challenge for Google
Google's core business model is threatened as AI-generated content increases. Low-quality AI content is harder to detect, making it difficult for Google to maintain quality standards.
14:00 – Google's strategy to fight AI-generated content
Google is using tactics like labeling, human-generated content prioritization, and user signals to differentiate quality content from AI-generated material.
17:00 – How AI and SGE will change search results
Google’s new Search Generative Experience (SGE) is reshaping how results are presented. By integrating AI-driven insights, Google aims to deliver more direct answers, impacting how SEO strategies will need to adapt.
32:00 – The importance of content quality and technical SEO
Google is focusing heavily on content quality and the technical aspects of SEO, like reducing low-quality pages and improving site crawlability. This is crucial for maintaining visibility in search results.

Towards SEO Leadership: Amplifying Your Market Strategy with AI

This workshop reveals strategies and tools for becoming an SEO leader by integrating AI into competitive analysis and content creation. Learn how to define, execute, and optimize your SEO strategy with advanced AI features.

02:00 – AI is revolutionizing SEO content strategies
72% of companies now use AI for SEO — a game-changing shift from just 10% two years ago. AI is more than content creation; it’s a tool for better strategic decisions.
08:00 – Defining your SEO battlefield
Understand your competitors' strengths and weaknesses through AI-powered analysis. This enables you to make informed decisions and capitalize on their gaps.
17:00 – Focus on content strategy and the marketing funnel
Align SEO with your business goals by focusing on the different stages of the marketing funnel — awareness, consideration, conversion — to optimize traffic flow.
28:00 – Using AI for quick competitive insights and content planning
AI can quickly identify competitors' successful content, allowing you to optimize your own pages or create new content to capture missed opportunities.

Unveiling the SEO Strategies Behind USA's Fastest Growing Ecommerce Companies

Discover key SEO strategies that powered the growth of the fastest-growing e-commerce companies in the US. From brand awareness to content-led growth, these real-world examples show how small e-commerce brands are winning big.

03:00 – Wild Grains: Content-Led SEO
By focusing on uncompetitive long-tail keywords and brand awareness, Wild Grains drove a 600% organic traffic increase. A clear example of how content can drive substantial growth.
10:00 – Entity SEO and Trend Hijacking by Allore
Allore capitalized on the rising trend of Korean beauty, using entity SEO to make their brand synonymous with "Korean perfume," leading to strong organic traffic growth in a competitive market.
20:00 – Bird Buddy: Leveraging Demand and Product Page Optimization
Bird Buddy doubled its organic traffic by optimizing product pages with educational content, seasonal blogs, and meme generators. They also captured 38% of all organic clicks for "smart bird feeder."
30:00 – Greenies: Creative PR for Link Building
Greenies used a unique PR stunt with a designer collaboration to raise awareness about canine dental health, gaining high-quality links from fashion and pet care media, boosting both brand awareness and organic traffic.

Cognitive Biases: How to Use Psychological Theories to Improve Your SEO

Sarah discusses how cognitive biases shape decision-making and how understanding these biases can enhance SEO strategies by aligning with user behavior and improving content effectiveness.

06:00 – Anchoring bias: First impressions matter
People often make judgments based on initial information, even if it's irrelevant. Marketers can leverage this bias with pricing strategies and offer placements.
09:30 – The mere exposure effect: Familiarity breeds trust
People tend to favor what they recognize. Marketers can increase engagement by reinforcing brand visibility across different platforms.
12:00 – The framing effect: How information presentation impacts decisions
The way information is framed affects how consumers perceive products. For example, presenting "80% fat-free" is more appealing than "20% fat."
17:00 – Confirmation bias: People search for validation
Users often seek information that confirms their existing beliefs, which means marketers must tailor content to resonate with these biases.

Marketing Data, Fast and Slow

Evan Kading (Supermetrics) delivers a high-level roadmap for building a measurement strategy that balances speed, depth, and data complexity — even in a world of AI disruption and cookie deprecation.

02:00 – 3 macro trends reshaping marketing measurement
Generative AI, third-party cookie loss, and regulatory uncertainty are forcing marketers to rethink how they track performance and prove value.
07:00 – The 3-pillar measurement model: Post-exposure, MMM, and incrementality
A flexible framework combining fast insights and long-term attribution to align teams across SEO, paid, and content.
17:00 – The decision quadrant: Frequency vs. data volume
From tactical choices to strategic planning, every marketing decision type requires the right tool and dataset.
28:00 – How to test SEO’s true impact with incrementality
By temporarily cutting paid campaigns, brands can measure the real contribution of organic — and optimize spend accordingly.
30:00 – Why storing historical data is a competitive advantage
With GA4 and GSC deleting data after 14–18 months, brands need their own archives to benchmark performance and build long-term strategies.

8 Strange Things on Websites That Still Get Neglected – You Won’t Believe Number 4!

In this fast-paced and humorous talk, Jerry White highlights overlooked technical elements that can make or break your site's performance — from forgotten files to SEO pitfalls, he covers it all with practical insights and real-world examples.

02:00 – The robots.txt file is still misunderstood
Many SEOs and devs misuse this simple file, either blocking crucial pages or failing to protect crawl budget effectively.
10:00 – XML sitemaps are often a mess
Broken URLs, missing multimedia, or outdated entries are common issues that harm crawlability and indexing.
17:00 – RSS feeds aren’t dead — just neglected
From newsletters to syndication, RSS still has value, yet many feeds are broken or misconfigured.
21:30 – Manifest.json & PWAs are a huge missed opportunity
A well-set manifest file boosts engagement through installable web apps, but most sites get it wrong — or skip it entirely.
29:00 – CSP, schema, and asset linking can make (or break) trust
Security layers and structured data need more love — especially when brand reputation and UX are at stake.

🇺🇸 Rethink SEO: The modern approach to online growth

Neil Patel delivers a sharp, data-backed vision of SEO in the age of AI, where growth depends on adapting to new search behaviors and platforms beyond Google.

03:00 – Why most content fails to rank
Over 90% of pages get zero traffic — the issue isn’t SEO, it’s poorly optimized, non-competitive content.
08:45 – Search is fragmenting across platforms
From Google to TikTok, consumers now search everywhere. Marketers must optimize beyond the classic SERPs.
17:00 – Ranking in AI-driven results like ChatGPT
Authority, relevance, and brand mentions matter more than ever for visibility in generative search.
25:20 – SEO that drives revenue, not just clicks
Focus on commercial-intent keywords and high-CPC terms to align SEO with business results.
30:00 – Update old content instead of always creating new
The fastest-growing sites prioritize refreshing and aligning existing content over constant publishing.

🇺🇸 "Ask Barry Anything About the Future of SEO !"

A candid and insightful AMA session with Barry Schwartz, where he unpacks the real impact of AI on SEO, Google's evolving ecosystem, and how to stay ahead in a fast-changing landscape.

03:00 – 3 ways AI is reshaping SEO workflows
From automation of tasks to content creation and AI-first search engines, Barry outlines how generative AI will redefine SEO over the next five years.
07:00 – Standing out in a sea of AI-generated content
Personality, storytelling, and original thinking are now key to building trust and visibility.
12:00 – How Google handles AI-generated content
Google doesn’t penalize AI content but targets manipulative or spammy uses.
16:45 – Can Google lose its dominant position?
Despite pressure from ChatGPT, Perplexity, and the DOJ, Google’s search share remains strong—for now.
24:30 – Is Google sharing too much or too little?
Transparency comes with risks: too many details fuel distrust and confusion.
36:00 – AI search engines and publisher rights
Perplexity, Bing, and Google all face scrutiny for how they source content without proper credit.
41:00 – The real risk of mass AI content production
Google is cracking down on mass-generated content designed to manipulate rankings.
43:00 – What’s the future of link building?
Links matter less than before, but quality over quantity still applies.