Search has executive attention like never before. Marketing leaders who once fought for an SEO budget are having it handed to them by bosses who've read about AI search and want in, which leaves the people responsible for results stuck between energized executives and metrics that can't answer the questions those executives ask.

In this talk, Laurel will make the case for a simpler way to measure modern search. Your CEO is already googling "best [product]" and asking AI engines whether your brand shows up, so she'll show how to connect your strategy directly to those outcomes using leading indicators that are hiding in plain sight.

She'll walk through how to build search authority around the entities your brand needs to be known for, based on the concepts and questions your customers are navigating.

You'll leave with a simplified measurement framework you can use to explain what your search work is producing, no new acronym required.