Everest will explore strategic approaches to integrating paid search (PPC) and organic search (SEO) efforts to maximize return on investment and create synergies between both channels.

Everest will likely demonstrate how to leverage data insights from PPC campaigns to inform SEO strategy and vice versa, identifying opportunities where paid and organic search can work together to dominate search results and improve overall performance.

Attendees can expect to learn actionable frameworks for aligning keyword strategies, content development, and conversion optimization across both channels to achieve better results than treating them as separate initiatives.

Search intent is shifting from static keywords to AI conversations—and traditional PPC metrics are completely blind to it.

In this talk, Harel will share an exclusive first look at real-user data showing how consumers actually behave when they encounter ads inside AI discovery engines.

Attendees will learn how to illuminate this massive visibility gap, understand exactly how brands appear in the "reasoning layer," and regain measurement clarity in the new customer journey.