Luke will run through 5 category focused PR strategies that can help build coverage, topical relevance, links to your key money pages on site.

This will all be about different methodologies that you can use to move the needle in organic search.

Luke will also run through studies on earned media and LLMs and the different types of earned media that is currently being used as sources.

After this talk you will be prepped with at least 5 category strategies that you can implement across your PR and search teams that will make you more money in search.

In this talk, Eric will discuss how off-site authority is the heaviest lever to pull in terms of driving AI results for brands: a single strong citation can drive AI performance indefinitely.

Eric will walk through a simple framework to achieve wins in LLMs: Found, Understood, Chosen.

Found — Is the brand present?
Understood — Is the brand correctly interpreted?
Chosen — Is the brand building momentum?