Chad Hetherington

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If it feels like search is changing faster than ever, you’re not imagining it.

Not long ago, SEO was largely about earning rankings on Google. Today, people are just as likely to ask ChatGPT a question, browse an AI Overview, watch a YouTube video or compare recommendations across Reddit, LinkedIn and other platforms before ever visiting a website.

For marketers, that creates both new challenges and opportunities. Adapting early gives agile organizations a chance to earn visibility in more places than ever before.

That’s exactly why we’re hosting our upcoming webinar, Winning Strategies for SEO, GEO & AI Visibility, on July 8 at 12:00 p.m. ET.

Hosted by Philip Weafer, AVP of SEO, and Adam Barber, Global CCO, the session is designed to help marketers — and anyone interested in the future of search and AI visibility — make sense of what’s changing, what isn’t and where they should focus next.

Why We’re Hosting This Webinar

Over the past year, we’ve spoken with countless marketers asking variations of the same questions:

  • Is SEO still worth investing in?
  • Should we be optimizing for AI now?
  • Why is organic traffic changing?
  • How do AI tools decide which brands and websites to cite?
  • What metrics should we even be measuring anymore?

The conversation around AI search is often filled with extremes. Some claim SEO is dead. Others suggest brands need to throw out everything they’ve been doing and start over. Neither is true — the reality is much more nuanced than that.

Our goal with this webinar is to replace speculation with practical, verifiable guidance. Rather than chasing trends, we’ll discuss the strategies that actually prove effective today and explain how they build on the SEO fundamentals many organizations already have in place.

What We’ll Cover

The webinar begins by looking at how search behavior has evolved. AI-powered discovery is no longer limited to Google. Consumers increasingly move between AI Overviews, ChatGPT, Gemini, Claude, Perplexity, YouTube and other platforms throughout a single buying journey. Understanding that shift is the first step toward adapting your strategy.

We’ll explore why SEO remains just as important as ever — certain aspects of it even more so now — even as organic traffic patterns continue to change. Strong technical foundations, topical authority and trustworthy content haven’t become less valuable. In many ways, they’ve become more important because they’re the signals AI systems rely on when identifying reliable sources.

We’ll also discuss practical ways to strengthen your visibility, including:

  • Building topical authority with original, experience-driven content.
  • Expanding your brand’s presence beyond your own website through channels AI frequently references.
  • Leveraging YouTube and rich media to answer customer questions more effectively.
  • Using Google Search Console as an audience intelligence tool to uncover emerging topics and measure visibility in AI search experiences.
  • Tracking success using metrics that better reflect today’s customer journey, including AI visibility, engaged traffic, conversions and branded demand.

What You’ll Take Away

The goal here isn’t simply to explain how AI search works. We want attendees to leave with a clearer understanding of how to prioritize their marketing efforts over the next year or the next five years.

You’ll come away with a practical framework for adapting your search strategy without abandoning the SEO practices that already work. You’ll better understand where AI visibility fits into the bigger picture, how to identify new opportunities using your existing data, and what kinds of content are most likely to earn trust from users, search engines and AI systems.

Whether you’re responsible for SEO, content marketing or broader digital strategy, you’ll leave with actionable ideas you can start applying.

We hope you’ll join Philip and Adam on July 8 at 12:00 p.m. ET for an engaging discussion about the future of search.

Can’t make the time? Don’t worry; if you’re interested, register anyway and we’ll email you the recorded session. Secure your spot below ahead of the event. See you there!