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.

What does it really take to get cited in AI-generated answers?

This session shares proven tactics from two years of hands-on experimentation with AI citation building.

We’ll walk through the exact approaches that drive inclusion in AI responses, from publisher outreach, list placements to Reddit Engagement & Wikipedia page creation.

You’ll leave with a clear playbook for building citations that improve AI visibility today.