In this talk, Damien will show why accessibility is now the most important foundation of modern SEO. He will explore accessibility not only as a matter of compliance and empathy, but as a way to make websites easier for people and machines to understand, trust and use.
The talk will connect human inclusivity with machine inclusivity: clear structures, meaningful content, organised journeys, accessible media, robust metadata, and better use of systems such as PIM and DAM. Damien will also look at what the direction of WCAG 3.0 tells us about the future of accessibility, and why SEOs need to think beyond rankings towards usability, trust, findability and long-term digital quality.

very day, marketers, recruiters, journalists, and business leaders ask AI to help them find experts, the best voices in a field, the right speakers for an event, the authorities worth citing or following. Most assume the results are neutral. They are not.

In 2026, Azahara Corrales led the Invisible Expert study with OtterlyAI, analysing 1.3 million LinkedIn citations across six major AI platforms and eight professional sectors including marketing, finance, technology, and media. The findings were stark: when you ask an AI a neutral question about who the leading experts are in any field, only 1 in 5 people it surfaces are women. Ask specifically for women and that number almost triples. The neutral default behaves almost identically to asking specifically for men.

This is the Prompt Tax, the invisible extra step required to surface women's expertise that most users never think to take.

In this session, Azahara presents the research findings, explores the direct implications for AI search visibility, content strategy, and brand authority, and shows what happens when you run the same search three times. The results will change how you use AI to find expertise — and whose voices you amplify as a result.