In this talk, Demetria will help SEO teams at enterprise ecommerce companies make sense of a confusing pattern.

Organic traffic falling while revenue rises, creating a gap that's difficult to leadership.

This talk will show how AI Overviews, product grids, and LLM-assisted research are absorbing more of the purchase journey before the click happens, turning the traditional year-on-year traffic chart into a misleading measurement of SEO performance.

Attendees will leave with a clearer framework for which metrics actually reflect the value SEO delivers in this environment, and a roadmap for separating the impact of their work from the noise of a rapidly shifting search landscape.