This talk is suitable for people with 1+ years of SEO experience, who are already familiar with concepts like keywords, SERPs, rank tracking, and SERP features.

Tom will talk through the latest AIO data and an actionable framework for assessing the impact of AIOs on your traffic, using GSC, rank tracking, and a trick GA4 setup.

Impact tends to vary hugely from one vertical to the next, even one keyword to the next - especially as in so many cases, AIOs have surfaced on what were already "zero click" SERPs. So, does it really matter, or not?

This talk explains why semantic keyword research outperforms strings-based methods by clarifying what modern “semantic search” means—entities, context, and intent—and why static keyword lists aren’t enough.

We’ll run through core concepts in practice—query understanding, paths, and augmentation; user behavior and context signals; SERP interpretation; and intent—and show how Google and AI/LLM search apply them.

You’ll see how to scale with AI/ML via quick demos of clustering, classification, entity extraction, and fuzzy matching, plus implementing semantic query understanding, synthetic queries, and AI-based retrieval.

Then we’ll walk a copy-ready workflow: build a semantic keyword universe, turn it into topic maps, and generate content briefs with free templates and tools. We’ll close with a 6-step starter plan, pitfalls to avoid, and links for continued learning.