In this talk, Jake will help attendees use specific communication techniques to shift the client relationship from transactional to collaborative. He will also provides methods to handle push back & make pivots on SEO Strategy without damaging the long-term relationship

Most marketers manage channels.

SEO professionals reverse engineer systems.

Search algorithms. ranking signals. data pipelines. user intent. experimentation loops. distribution mechanics.

SEO professionals spend their careers testing systems they do not control and extracting growth from complex environments. They analyze data at scale, understand intent deeply, and learn how the web actually works.

Those skills used to be called SEO. Today they look a lot like modern marketing leadership.

As AI changes how information is discovered and how companies generate demand, the people who understand the mechanics of the web have a major advantage.

Yanay Sela started as an SEO specialist and is now CMO of a $400M+ ARR technology company. In this keynote he explains why SEO professionals are uniquely positioned to become the next generation of marketing leaders.

You will learn what SEO professionals already do better than most marketing teams, why those strengths matter even more in an AI-first discovery ecosystem, and the five simple things you can do today to become a CMO by the end of 2026.