In this talk, Simone will address the blind spot in the AI search space and propose a framework to map AI-friendly search queries by combining your first-party data from Google Search Console, Bing, and server logs. The objective of the session is to provide a robust tracking framework to capture AI search signals while laying the groundwork for prompt building

This talk is a head-to-head organic search comparison between EasyVista and OTRS, two ITSM software brands that compete in the same market for the same buyers, under the same parent company. Using real, non-anonymized Google Search Console data from both properties, I'll show how two brands with shared internal visibility still perform very differently under zero-click search conditions, and why.

This isn't an external competitor analysis, it's something most SEOs never get to run: a controlled comparison where you have full internal access to both sides. I'll walk through how to isolate zero-click impact when comparing two organic profiles you fully control, which query types show the widest performance gap between the two brands, and what structural or content differences explain why one loses more visible traffic than the other on identical or near-identical query sets.

Attendees will see actual comparative data from two named, real B2B software brands, not anonymized aggregates, and get a rare look at how zero-click search reshapes competitive visibility even within a single company's own portfolio.

The second half is tactical: a replicable framework for running this same brand-vs-brand zero-click analysis internally, what GSC data can and can't tell you when comparing your own properties, and how to reframe organic reporting around visibility rather than clicks when you're benchmarking brands you own against each other.

This isn't a vendor pitch, it's a transparent internal data comparison that most companies never publish, showing exactly where zero-click search creates winners and losers even inside the same portfolio.