For years, brand marketing and SEO have been treated as separate disciplines — one focused on awareness and perception, the other on rankings and clicks. However, the data increasingly suggests a different relationship.

In this talk, Jack Kennedy presents a statistical analysis of real-world SEO and marketing datasets to examine the measurable impact of brand marketing on organic search performance. By analysing search demand, SERP behaviour, click-through rates, and ranking volatility, the session explores how brand strength correlates with visibility, efficiency, and resilience in organic search.

This session moves beyond theory and opinion, focusing instead on what the data shows when brand is analysed as a performance lever rather than an abstract concept.

Designed for SEO leads, heads of marketing, and growth practitioners, the talk equips attendees with the evidence and language needed to explain why brand investment consistently shows up in organic results — and how to factor that reality into modern SEO strategy.

If your leadership is asking “Why aren’t we showing up in ChatGPT?” you’re not alone — but the answer isn’t one tactic. AI visibility is the outcome of connected capabilities across your whole organic ecosystem. This talk introduces a four-pillar maturity model for becoming found, trusted and recommended in AI-led discovery. You’ll learn how to diagnose whether you’re Reactive, Adaptive, Strategic or Predictive, what’s holding your visibility back in AI-led journeys, and the specific actions that move the needle.