Search is more fragmented than ever, and this is changing how people discover and trust brands online.

In this talk, Jess breaks down how changing SERPs and shifting user behaviour are changing what success in search actually looks like, and explores how brands can adapt to ensure they benefit.

Attendees will learn practical frameworks for analysing modern search experiences, understanding psychological triggers, and building organic strategies that drive visibility, engagement and conversion across today’s search ecosystem.

Visibility tells you whether your brand made the shortlist. It doesn’t tell you whether you’ve given anyone a reason to choose it.

As AI agents increasingly evaluate and filter brands before users ever see the options, understanding why one brand gets chosen over another becomes both harder and more important. This talk introduces Decision Distance: a metric that quantifies the gap between the functional, emotional and social motivations behind a decision and what a brand actually communicates across the customer journey.

You’ll learn how to calculate Decision Distance using semantic analysis, identify where your content is failing to support real decision drivers, and turn those gaps into priorities for SEO, content and brand strategy — for both human and agent-led search.