Ross will break down the in-the-trenches tactics that are driving results for clients, using behind-the-scenes data driving day to day outcomes.
Actionable tips that will drive GEO results today
San Diego, September 2026
AEO in 2026: What's actually working now
San Diego, September 2026
AEO has evolved since 2025, so should your strategy.
In this session, we'll cut through the noise and focus on what AEO tactics are actually moving the needle in 2026, how the discipline has evolved since AIOs took over, and how to make smarter decisions about when AI should (and shouldn't) be part of your workflow.
Walk away with a prioritized action plan you can bring back to your team on Monday.
Two studies, 38 million data points, and the blind spot in every AI search study
San Diego, September 2026
Most AI visibility analysis starts from the brand and works down. Consumers search from a location, with context, in a particular model with ever-improving memory. This mismatch is creating immense confusion.
Data and results from two original Yext Research studies provide clarity on where to focus. We will explore an Elo chess ranking analysis of 21.6 million local search results and a citation analysis of 17.2 million AI citations across four major models.
How a chess rating system from 1960 measures sustained search performance, and why synchronized data gains +6.20 Google rank positions in the most competitive markets.
What 17.2 million citations reveal about which data sources you control, which you don't, and how that mix shifts by model, industry, and location.
Why analyzing AI visibility from the brand down instead of the location up means misreading the entire customer journey.
Your ranking "socks": 95% of GEO is recycled SEO. Here's the 5% that makes it "rocks"
San Diego, September 2026
Everyone's selling GEO like it's a brand-new discipline. It's not.
After 3+ years of R&D and live testing, here's the uncomfortable truth: 95% of "Generative Engine Optimization" is exactly what great SEOs have been doing for 15 years: content, credibility, metadata, schema, technical foundations.
But there's a 5% that genuinely changes the game: a short list of things you need to reprioritize, and one conversation you need to have with your brand team so LLMs actually understand who you are and recommend you correctly.
Nicolas will show you exactly where that 5% lives, so you stop chasing hype and start moving the needle in AI search.
