Might companies who put brand and beliefs over SEO be more likely to show up in AI search, when they got destroyed in traditional search?

In this presentation we will look at tactics that work today, and worked in the past that won't work in the future.

Then we'll dissect how to determine the financial impact and how to present that to executives.

You can't just present threats, you also have to present opportunities, so we'll show you the stuff we're doing to our own site to prepare us for the future.

We spend countless hours optimizing websites that fewer local searchers ever visit. Why? Because for local businesses, the Google Knowledge Panel is the new homepage.

This is where customers make decisions, and winning here requires a fundamental shift in strategy from driving clicks to providing answers directly on the SERP.

As a former Director at Google who led the Google Business Profile team, Brad Wetherall will provide an insider's framework for treating the Knowledge Panel as your most important conversion tool.

He'll explain how Google’s ecosystem is built to support this "zero-click" customer journey and why mastering it is essential for future success in an AI-driven world.