In this talk, Tiffany will show what Prerender's analysis of 100M+ pages reveals about why most websites are silently failing the machines that now decide what gets found — from Google to ChatGPT to autonomous agents.

She'll introduce a five-step framework that maps the sequence every machine runs before any SEO tool has anything to work with, and share proprietary data on who is actually winning AI citations (spoiler: it's not the brands spending the most on content).

The audience will leave with three actions they can take immediately to fix what no dashboard is showing them.

Itamar Blauer’s talk explores how technical SEOs can use MCP to make crawler data more useful, actionable, and connected to real workflows.

Crawlers already produce huge amounts of data, but much of it still ends up buried in exports, spreadsheets, filters, and audit documents.

This session looks at how technical SEO tools can be connected into AI-assisted workflows that help SEOs move beyond simply collecting crawl data.

Attendees will learn what MCP actually means for technical SEO, without the hype or vague AI theory, and how it can be used to identify patterns, cluster issues, diagnose template-level problems, find internal linking opportunities, check redirects, improve metadata, and surface content-quality signals.

Itamar’s session is aimed at SEOs who want to go deeper into technical SEO and understand what AI genuinely changes in day-to-day workflows. Rather than replacing professional judgement, the talk shows how MCP can help SEOs identify what matters faster, explain issues more clearly, and turn technical audits into actions people can actually use.