Search has changed, and so has the definition of a strong brand. In this talk, Aimee will unpack why your brand has become one of the most powerful levers for organic performance today. She'll explore how showing up consistently across both owned channels and earned media strengthens discoverability, not just in traditional search, but across AI search too. Attendees will learn how brands that build real expertise and authority earn trust with both algorithms and audiences, and will walk away with practical tips on the key data points to leverage when creating content to drive discoverability.