Agenda 2025

It’s famous for speed and efficiency, but that’s not the only reason to use generative AI. AI can also help you create content that is more targeted, more comprehensive and more effective. It just takes a few extra prompts. In this session, you will learn a new approach for using AI to create high-impact content. 

• How to use AI to get quick insights about your audience
• How to improve the relevance and rankings with semantic SEO gap analysis
• How to give AI your marketing data to see which topics connect
• How to find gaps on your landing pages and improve them for better conversions

These are the next-level use cases in a prompt-by-prompt framework for every digital marketer, all done using off-the-shelf tools. And a glimpse into the future of content creation.

It’s not just about AI Overviews – the SERP looks very different to only a few years ago, and varies hugely by vertical, intent, locale, and device. In many cases, organic alone is not a viable strategy. In some, it’s AI features that have taken over, but in many, it’s visual features, local or product features, or expansive Knowledge Graph results. But, not all is lost – many of these features are winnable for businesses. In this data-led session, Tom will cover how you can carve out an SEO funnel in 2025 and beyond, both in terms of opportunity analysis and tactical advice.

For years, brands have treated Google Ads like an ATM—dump in more budget, pull out more sales. But here’s the truth: search ads don’t create demand, they capture it, and that means there’s a ceiling to how far PPC can scale on its own. If you’ve been chasing endless growth through Google Ads alone, you’re likely overspending and underperforming. In this tactical, straight-talking session, we’ll cut through the fluff and help you reframe PPC’s role in your growth strategy. With automation on the rise and control shifting, Kirk will help you stop reacting—and start leading with strategy. You’ll learn:

• How to identify when PPC is hitting a growth ceiling—and what to do next
• How to integrate search ads with top-of-funnel efforts for smarter scaling
• How to set up and manage your Google Ads account in a holistic way to support, rather than detract from, additional Top of Funnel marketing channels

You’ll walk away with a clearer understanding of how to spend smarter, align PPC with broader marketing goals, and build campaigns that grow profitably—not just bigger.

Brand is emerging as the third pillar of SEO, alongside content and technical optimisation at a great taking pace. Search engines and large language models interpret brand strength through links, mentions, and how your brand connects to other known concepts via entities, proximity, and vector embeddings. In this session, Lidia will provide an overview of studies that demonstrate the strong correlation between brand and SEO performance. As search behaviour shifts beyond traditional engines into platforms like Instagram, Pinterest, TikTok, and LLMs, understanding and enhancing your brand presence becomes more essential as ever before. You’ll walk away with actionable tips including how to implement organisation schema for SEO, optimise your social media profiles, and amplify content distribution to build brand visibility across all search surfaces.

Everyone who is running Performance Max campaigns on Google knows that it is a bit of a black box. Still! However, there are a number of things that you should be doing that will not only help to set campaigns up for success, but also help YOU to be in control (and not Google).

During this session Sam will be discussing: The structure and segmentation of campaigns and asset groups; best practices for image and video assets; the pros and cons of utilising AI; how to run your campaigns alongside other campaign types (or is it better to run them in a silo?); the mechanics of audience signals; Sound like a lot? It will be – but after this action packed session, you will know how to effectively run Performance Max for Ecommerce and Lead Gen businesses.

The content for this session will be published closer to the date – but we promise it is going to be cutting edge! Stay tuned.

Close variants have become an inevitable part of our paid media landscape. Whether we lean into them or fight them with negatives, they’re here to stay. Due to broad match and SEO ranking factors sharing the same underlying technology, Navah and her team wanted to investigate whether close variant ratios could be used as a canary in the coal mine for core updates. While the data can only be treated as a correlation, there are actionable insights—and Navah is here to share them with you. You’ll learn how close variant matching changes before and after core updates—and what that means for CPC and CTR. You’ll also discover opportunities for collaboration between PPC and SEO, including early signals of a potential core update and close variants that might be more useful to target organically. This session is designed for PPC practitioners but will also be valuable for SEOs.

You are surrounded by fellow SEO experts and there is no better place to discuss and share our common problems – off the record, and in a small group. These are your people – they understand your situation. Often rated the best part of the event, sharing your problems with like-minded professionals is your path to answers, a little empathy, and a stronger professional network. Come prepared with an issue you are facing, a problem you are solving, or a question that needs answering. And then, be ready and willing to help others to overcome their challenges.

You are surrounded by fellow PPC experts and there is no better place to discuss and share our common problems – off the record, and in a small group. These are your people – they understand your situation. Often rated the best part of the event, sharing your problems with like-minded professionals is your path to answers, a little empathy, and a stronger professional network. Come prepared with an issue you are facing, a problem you are solving, or a question that needs answering. And then, be ready and willing to help others to overcome their challenges.

Many sites struggle to scale their ecommerce SEO strategy due to site infrastructure limitations. In this session, Daniel will demonstrate how AI-driven image classification can open new doors for long-tail keyword targeting—without the need for a full site rebuild. You will learn how one apparel ecommerce team leveraged AI to scan thousands of product images, automatically extract key visual attributes (like colour, style, and fit), and turned those insights into highly targeted, high-converting category pages (think red tees or black ripped jeans). Not only did this approach boost organic visibility, it also enhanced on-site search relevance and saved merchandisers countless hours of manual tagging. Whether you’re battling SEO constraints or looking to future-proof your ecommerce site with smart automation, this session will help you to improve your SEO visibility significantly.

BigQuery has been a game-changer for data analysts for years—so why aren’t more PPC specialists leveraging its power? Lars is here to change that. In this session, he’ll break down how you can use BigQuery to process massive datasets effortlessly, automate reporting, and unlock insights that traditional tools can’t provide. Expect practical tips, real-world applications, and best practices to supercharge your PPC campaigns from day one. Whether you’re new to BigQuery or looking to refine your skills, this session will take your PPC analysis to the next level.

Human-machine communication evolved to combine multiple modes of search. Consumers no longer rely on brands to spell it out! They can access instant intel that used to take serious Reddit detective work or a slew of support tickets. In this talk, Myriam Jessier will present the key “modes” of multimodal search and how multimodal queries are changing user intent signals. You’ll be walking away with a clear grasp on what multimodal search entails; how it combines various input methods such as text, images, voice, and video, insight into how multimodal search aligns consumer behaviors and a search framework mapping out the main multimodal scenarios.

Breaking down silos between paid and organic has always been a priority—but AI is fundamentally changing how fast and effectively we can do it. No more disconnected teams, manual coordination, or missed opportunities. AI shapes a search ecosystem, that automates, optimizes, alignings teams, simplifies execution, and maximizes cross-channel firepower.In this session, Amanda Farley will show you how to harness AI to seamlessly unify paid and organic strategies, eliminating inefficiencies and unlocking massive growth. You’ll discover how AI can create a unified strategy that reduces waste and maximises ROI, enhances audience insights, optimises spend, and fosters structured collaboration for greater efficiency and revenue. And of course, Amanda will bring some case studies of brands that are already thriving with AI-powered paid and organic strategies.

Are you worried about how Google’s AI Overviews will affect your content visibility and traffic? You’re not alone, and Matthew is here to help! In this session, he will show you how to gather data to assess AI Overviews’ effect on search traffic potential and how to package your findings to present them to your executive team and other stakeholders. Using data across multiple industries and real-world examples, Matthew will illustrate which strategies can win AIO visibility and which ones to avoid. Whether you’re running a major media outlet, managing a B2B content hub, or publish guides and blogs for niche audiences, this session will give you the tools and strategic insights to stay ahead of the curve,

Have you heard of the Feeder strategy? It is certainly a well discussed concept and John is here to share the core principles including structure, targeting, and testing as well as advanced tactics for building multi-layered funnels that guide audiences from awareness to conversion. Get ready for actionable insights on

• How to use search and standard shopping to focus on scaling only cold traffic
• How to leverage Performance Max’s disadvantages of over remarketing
• How to feed your Google account’s own Tag with potentially ready purchasers to capture more market share
• How to remain in control with placement, channel and search terms

Whether you run Lead Gen or Eommerce accounts – this might be your golden nugget(s) session.

Think about all the content you’ve ever seen (if you can even imagine such a thing!). Now think about how little of it you can actually remember. Why is it we can remember some content so vividly? And the rest is so quickly forgotten? And of the ones we can remember, why can we recall which brands were behind some of them, but not all of them? What makes the difference? And how can we utilise these insights to make sure our content leaves a lasting impression? The answer to this lies in how the idea is formed, first in your mind, then again in the minds of the audience. When the right things click into place at the right time, a lasting memory can be formed. Mark will explain this all in more detail in what will hopefully be an UNFORGETTABLE talk! But you can be the judge of that!

No single Google Ads account is perfect. Yet, it’s not always easy to spot and prioritize the most valuable areas of improvement.

Join Nils Rooijmans to learn some of the more advanced auditing techniques that aren’t covered in your regular Google Ads Audit Checklist.
And of course, Nils will help you automate some of the tedious checks that no human can reasonably perform on a consistent basis (scripts will be provided during the session; no coding required). After this session, you’ll be able to:

• Perform account audits like no time before
• Use scripts to automatically check if your accounts are still in shape
• Impress your potential clients, colleagues and your boss with unique insights to improve almost any Google Ads account

Even the smartest teams fall into the same traps. In this session, Anthony will break down the ten most common – and costly – SEO mistakes that continue to sabotage performance, even in mature setups. From getting caught up in vanity metrics to losing sight of key priorities and losing sight of what matters to the bottom line. This talk goes beyond the basics and into the systemic, strategic missteps that slow down growth. Expect a candid, data-backed teardown of what makes SEO fail across different business models and how to spot the warning signs in your own setup. Whether you’re in-house, agency-side, or leading SEO for a fast-scaling brand, you’ll walk away with a sharper lens for diagnosing what’s holding your performance back and a checklist to fix it.

Measurement is keeping us on our toes – with the spectre of cookie deprecation hovering over us, and AI and signals taking over from traditional attribution. For anyone running paid media, particularly upper-funnel social or brand or generic PPC, video or YouTube campaigns, this is worrying! It’s time for agencies and in-house to evolve measurement using first-party data. Amy will be bringing new measurement strategies to life with a case study from Norse Atlantic Airways & sharing tips suitable for any vertical & brands either ends of the brand/performance spend spectrum. She will explain how measurement issues were overcome, including diving into Geo-testing to understand the incremental impact of paid social (meta/tiktok). If you’re ready to level up your media effectiveness maturity journey, then this is the session not to miss.

Topical authority. Information gain. E-E-A-T. These aren’t just buzzwords. They’re competitive levers that can determine whether your content ranks—or gets buried—in rapidly evolving SERPs. In this session, James will take a tactical deep dive into what these concepts actually mean in practice, and how to implement them as part of a winning SEO strategy. You’ll learn how to build real topical depth (no, this doesn’t mean randomly publishing hundreds of blog posts based on scraped People Also Ask (PAA) questions), work with subject matter experts to demonstrate experience and expertise, and create content that adds genuine value to users beyond what already ranks. In a sea of AI-generated content, where sameness is the standard, these are the exact things that AI can’t fake. Standing out means doubling down on human-driven, experience-led content that demonstrates real authority and delivers true value. If you want to gain a lasting edge over your competitors—and build a content engine that ranks, converts, and compounds over time—this is your roadmap.

Reddit is showing up more and more in organic SERPs — from long-tail searches to product comparisons — making it a goldmine of visibility for brands that get it right. But unlike other platforms, Reddit doesn’t just ignore self-promotion, it actively punishes it. For SEOs, that creates a unique challenge — and a powerful opportunity. This session is about doing Reddit the right way. You’ll learn how to authentically engage with the platform, contribute value to the conversation, and earn trust within communities — all while boosting your brand’s presence in the SERPs. No tricks. No spam. Just smart, ethical strategies that align with how Reddit actually works. Whether you’re new to Reddit or looking to refine your approach, you’ll walk away with actionable insights to make Reddit a natural — and respected — part of your SEO strategy.

Clicks don’t close deals—conversions do. As a PPC professional, your campaigns are only as successful as the landing pages they drive traffic to. This session is your guide to optimising B2B landing pages that turn high-intent clicks into qualified leads and sales. This talk will explore how to utilise your first party data to fine tune your landing page experience, including keyword and content alignment, reducing form friction and leveraging behavioural insights to cater to every stage of the sales funnel.

PPC is so often confined to keyword-based targeting, but in today’s customer-centric world, that’s no longer enough. To truly connect with audiences and deliver impact, we need to go beyond keywords and consider the full customer journey. In this session, Lottie will explore how to adopt a human-first approach to your PPC strategy, tactics, and reporting, one that puts people and not just keywords, at the centre. She will show you how to harness audience insight data from social platforms like LinkedIn and Meta, alongside your programmatic data, to build a more integrated strategy. By tapping into signals from across the customer journey, you can create smarter, more connected campaigns that truly resonate with your target audience.

The days of working in silos are long gone! It’s no longer just about improving individual channels – it’s about building a cohesive, cross-channel strategy that maximises revenue impact in the long term. In this session, Matt will show you how integrating PPC, SEO, Social, and CRM data unlocks new growth opportunities and a complete view of your audience. You will learn how blending search and social insights with CRM data enhances targeting, boosts personalisation, and drives better engagement. Learn from real examples of brands that left isolated tactics behind. It’s time to step into the new era of Blended Search.