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.