Search is no longer just about rankings and clicks. Consumers now move seamlessly between Google, AI assistants, social platforms and creator content, discovering brands long before they ever visit a website. As the search journey evolves, marketers need a new way to measure success.

In this session, Rosa will explore why influence is becoming the most important SEO metric. We'll look at how brand visibility across AI search, social media, digital PR and traditional search is shaping discovery, consideration and demand, and why relying on rankings alone no longer tells the full story.

Using real-life examples, this talk will show how marketers can measure brand influence across the modern search journey, connect activity across channels, and prove the value of SEO in a world where visibility increasingly happens without a click.

Madeleine will share how to build data-driven digital PR campaigns that capture journalists’ attention and earn coverage in Tier-1 media. She’ll cover everything from finding compelling story angles and creating original research to crafting effective pitches and turning media coverage into measurable brand growth.