Search is changing fast. With AI Mode and generative search surfacing answers instead of links, traditional keyword volumes won’t tell us the full story anymore. SEOs and content
strategists need to evolve into journey designers - understanding not just what people type into search boxes, but what results they really want at each stage.

In this talk, Jack will show why the future of SEO depends on working beyond your silo: partnering with product teams, customer service, and user research to uncover the real questions users ask (and how they ask them). Jack will explore how AI-driven results are increasingly shaped by conversational queries, intent gaps, and cross-channel signals - and how we can translate this into content that earns visibility.