YouTube Ads in the Age of AI: What SEOs Can Learn from Peak Points

As AI reshapes YouTube advertising, a new frontier is emerging: moving beyond targeting who is watching to understanding when they are most receptive. In this session, Andrey Lipattsev from Google introduces Peak Points, a breakthrough AI system that identifies key moments in videos to enable precise contextual ad placement, driving deeper brand relevance and enhanced memorability.

While built for ads, the underlying concepts offer powerful insights for SEOs and content creators. Learn how to better align with user intent, pinpoint the most compelling segments in video content, and apply those learnings to your organic strategies. Whether you're focused on video SEO or broader search behavior, this talk offers a unique look into how Google is redefining contextual relevance and effective viewer engagement.

Andrey Lipattsev

Andrey is a long-time strategist at Google, currently focused on YouTube Ads product partnerships. With over a decade of experience at the company, Andrey has been at the forefront of major developments in search, web standards, and now AI-driven advertising. He brings a unique perspective on how Google’s evolving technologies—like Peak Points—are reshaping the future of video marketing.

Pawsitive SEO: Lessons from My Dog (and Many Mistakes) on Thriving as a Consultant in the Age of AI

This isn't your typical 'how to succeed in SEO' talk. It's a heartfelt and refreshingly honest journey through my ongoing experience of establishing myself as an SEO consultant in today's rapidly transforming landscape. Drawing on unexpected lessons from my dog, I'll share the real story: the mistakes I'm making, the insights gathered from listening to peers, constant learning, and navigating challenging proposals.

My aim isn't to lecture, but to openly share what I'm learning about adapting, especially as AI challenges the very core of our consulting roles. We'll explore together how uncertainty can fuel growth and how, sometimes, the most valuable insights come from the most surprising sources.

David Carrasco

SEO consultant with a focus on growth. He has over ten years of experience in SEO, creating strategies for a wide range of projects. In recent years, he served as CEO of a Spanish PR tool, a company he founded and sold, which helped him learn about team and business management. He currently works as a freelance SEO, trainer, and content creator.

Top 10 things I learned from doing SEO audits for 13+ years

In this session, Olga Zarr shares the top 10 lessons she’s learned from over 13 years of conducting in-depth SEO audits. Drawing from hundreds of real-world cases, she’ll reveal common pitfalls, surprising discoveries, and practical strategies that can dramatically improve a site’s performance. Whether you're an SEO pro or just getting started, expect actionable insights grounded in experience—not theory.

Olga Zarr

Olga Zarr is an experienced SEO consultant and founder of SEOSLY, with over 13 years of hands-on experience in technical SEO and site auditing. Known for her deep-dive SEO audits and educational content, Olga has worked with businesses of all sizes to uncover critical site issues and unlock growth opportunities. She’s a strong advocate for knowledge sharing in the SEO community and hosts the SEOSLY podcast and YouTube channel, where she regularly shares advanced tips and audit insights.

My Link Regrets - the links I regret the most

I make no secret of the fact that I buy links but I also have a set of criteria I use to assess their value. No matter how careful I am though I have messed up and taken penalties. Instead of only looking at the wins, this session will look at the disasters and why they happened, what I learned from them and maybe I’ll also showcase a win or two.

Judith Lewis

Judith is a renowned international speaker, MC/compare, writer, trainer,

blogger and digital media consultant specialising in applying strategic

understanding of digital technologies to help businesses innovate and

optimise their effectiveness. She has over 25 years of experience, and runs

her own consultancy delivering actionable business insight for M2B, B2B, and

B2C companies globally. Judith judges the Search Awards across the world,

leveraging her deep expertise in multiple markets.

Outside marketing, Judith Lewis is also a seated member of the WBA think

tank in Switzerland which seeks to assist in realising the digitisation of the

wine sector using AI. She is a board member of the Academy of Chocolate

(AoC), a grand jury member of the AoC awards, and delivers educational

training. She is also involved in judging a number of international wine awards

and has been awarded her WSET3 certification.

From Link Gaps to Prompt Wins: A Purrfectly Practical Framework for AI‑Search Visibility

As AI Overviews and tools like ChatGPT increasingly pull from search results to generate answers, SEOs must adapt their playbook. In this session, James Wirth, Managing Director at Citation Labs, outlines a practical framework for improving visibility across both traditional and AI-powered search. You’ll learn how to run link gap analysis to build foundational authority, structure content for LLM digestion using schema and FLUQs, and identify where AI is inferring or hallucinating due to gaps in coverage. Through real-world scenarios and a hands-on measurement toolkit, James will show you how to move from audit to action in today’s AI-influenced search landscape

James Wirth

With 25 years of experience in SEO and digital marketing, James Wirth leads strategy and innovation across Citation Labs’ products and services, helping clients from Fortune 100s to high-growth SaaS companies build visibility, authority, and measurable ROI.



James is especially focused on future-proofing SEO in the age of AI. He develops tools and methodologies that help brands assess and improve their discoverability in both traditional search and AI-generated responses. He has spoken at numerous conferences on topics including link gap analysis, structured content strategy, and creating actionable systems to increase visibility in search engines, LLMs, and AI Overviews.

Schema Mastery: Enhancing E-E-A-T Signals with Structured Data

Structured data is a powerful tool in the SEO arsenal, but when strategically combined with E-E-A-T principles (Experience, Expertise, Authority, and Trustworthiness), it can significantly enhance how search engines interpret your content. In this talk, I’ll guide you through advanced Schema.org implementations that support E-E-A-T, helping you gain a competitive edge in the SERPs. We’ll start by exploring how to identify key entities on your site that align with E-E-A-T signals, such as authors, organizations, reviews, and products/services. I’ll show you how to develop structured data scripts tailored to improve search engine comprehension, ensuring that Google and other bots can accurately interpret your site’s expertise, authority, and trustworthiness. You'll learn how to implement structured data effectively across your site, whether you’re using JSON-LD, microdata, or RDFa formats. Additionally, I’ll discuss how search engines benefit from crawling and understanding Schema.org structured data, such as improving rich results, enhancing Knowledge Panels, and delivering more relevant search experiences. Real-world examples will highlight how structured data amplifies E-E-A-T signals and how small details can make a big difference in rankings. 

Zach Chahalis

Zach Chahalis is an experienced SEO consulting veteran with 15 years of experience in SEO, digital marketing, and marketing analytics, focused on developing and executing strategies for Fortune 500 brands, including Under Armour, NAPA Auto Parts, GameStop, Michaels Stores, Warner Music Group, Sodexo, Apartments.com/CoStar Group, Extended Stay America, and Global Payments. 

Zach's passion lies in data-driven marketing strategies and uniting marketing goals across the organization. His passion in SEO lies in deep technical SEO, especially working with website replatformings (he's done over 75 in his career), structured data and JavaScript SEO. Zach also has experience working both agency-side and in-house with companies of all shapes and sizes, ranging from local universities and regional home builders to national nonprofits, ecommerce brands, hotel groups, and multinationals.

Crawling the Future: Technical SEO Strategies for LLMs

As Large Language Models (LLM) become major consumers of web content, understanding and optimizing how your site is crawled has never been more critical — or more complex. This panel dives deep into the technical SEO fundamentals of crawl optimization and log file analysis, reframed for an LLM-driven web. We'll also examine the knowns and unknowns of AI tools and how to ground your strategy and sanity in the fog of hype.

Jamie Indigo

Jamie isn’t a robot but speaks bot.  As the Director of Technical SEO at Cox Automotive, they study how search engines crawl, render, and index.  They love to tame wild JavaScript and optimize rendering strategies.

When not working, Jamie likes horror movies, graphic novels, and D&D.

From the Paws Up: Building hyperlocal visibility via community PR and supporting tools

In a search landscape transformed by AI, brands can no longer rely solely on traditional SEO.

Join Lee Elliott, Senior Strategist at Citation Labs, as he unveils how hyperlocal grassroots strategies -- anchored in community engagement, local sponsorships, and visibility across Reddit, LinkedIn, and YouTube -- are driving real traction in Search and LLM results. You'll learn about a new model for brand amplification that blends Software AND a Service (SAaS) to help you turn local relevance into scalable search authority.

Lee Elliott

With over eight years of experience in digital marketing, SEO, and content creation, Lee has worked with a diverse range of clients—including small businesses, creatives, and both B2C and B2B brands. Currently, he is the senior strategist at Citation Labs.

Known for delivering measurable results in organic growth, revenue, and SERP performance, Lee brings a strategic, data-driven approach to every project. He is also deeply passionate about continuous learning, innovative thinking, and meaningful collaboration with other professionals in the digital marketing space.

Crawl Budget From the Other Side

The AI era introduces new issues related to website crawl budgets. Now we not only have to consider the crawl budget that Google and others allocate to us, but also the budget we allocate to them, since our resources are not unlimited.

Pawsitive start!

Small intro by Anton Shulke

Debugging JavaScript websites

In this session we'll look at a methodical approach to identifying and debugging JavaScript issues for Technical SEOs

Martin Splitt
Developer Advocate @ Google

Dark Patterns in SEO and UX: How to avoid them and build a more ethical web

Join this eye-opening session to discover how dark patterns lurking in your website design could be sabotaging your SEO efforts, and learn practical strategies to identify and eliminate these deceptive practices that risk search engine penalties and lost user trust - perfect for SEOs and digital marketers seeking to align their optimization tactics with ethical design principles while maintaining strong rankings and sustainable growth.

Sara Fernández Carmona

SEO consultant

The role of embeddings in modern SEO

Understand how modern search engines use embeddings to evaluate content relevance and what this means for your SEO strategy. Join Roxana as she simplifies advanced concepts into practical insights and walk away with actionable tips and a ready-to-use code demo to get you playing with embeddings immediately.

Roxana Stingu

Head of Search & SEO @ alamy.com

Down the Mountain

Advancing in your career isn’t just about technical skills—it’s about mastering the balance between hard and soft skills. In this inspiring 30-minute talk, Noah shares a repeatable framework to help you navigate your professional journey with confidence. 

Google exploit and how it changed my thinking about SEO

Mark explores the details of what he found with a frontend Google exploit that revealed parameters used in Google Search and what he is doing differently with SEO now.

Mark Williams-Cook

Director of Candour agency, Founder of SaaS tool AlsoAsked

Technical SEO for AEO

As search engines fully embrace GAI, and as GAI companies try to take traffic from organic search, understanding technical SEO, and how it impacts these changes, is vital for sustainable growth.

Alan Bleiweiss

Forensic SEO audit consultant

Which Update Was It

Demystify Google's complex algorithm ecosystem in this session, where you'll learn how to accurately diagnose which algorithm is actually affecting your site's performance, understand the distinct characteristics of different Google updates, and develop the skills to identify the true cause of traffic changes - essential knowledge for SEOs who want to implement the right recovery strategies.

Kristine Schachinger

SEO consultant and digital strategist

Pawsitive start!

Small intro by Anton Shulke

I've seen things

Stories & anecdotes about the sometimes wonderfully weird world of search, SEO, and the web.

John Mueller
Search Advocate @ Google

The psychology of authority

How to use psychological processes behind authority to create compelling pitches/presentations that showcase your digital marketing results. By hacking into the cognitive processes of the people responsible for budgets/hiring/redundancies, you’ll be able to solidify yourselves and your results as invaluable.

Sarah Presch
Digital Marketing Director @ Dragon Metrics

Keyword Clustering

Some cool shit you might not have thought about. Techniques that solve keyword cannibalization, reveal unique content opportunities, and establish unbeatable topical authority. After implementing it, traffic increases 288% on average.

Andy Chadwick

Co-founder and SEO Strategy Lead at Snippet Digital

From Rich Results to Search Journeys investigation of the SERPs

Two case studies in which, thanks to the "suggestions" that Google hides in plain sight in its SERPs and the thoughtful use of structured data and an effective implementation of Entity Search insights, two clients in different fields were able to obtain great results in terms of traffic organic.

AR/VR for SEOs

VR and AR are set to transform digital marketing and SEO by 2025, moving from niche to mainstream. Discover key insights for staying ahead in this immersive space, including metaverse trends, augmented reality, standards, and current usage.

Using cats for your link building

Bibi is g0nna t4lk ab0ut c4tz & l1nkz. Cats rule the internet. It's a scientific fact. You can use this cat content to attract people to your website.

Bibi Raven
Link Building Expert @ Bibibuzz

Organic link building for sales & landing pages

Great links are essential, but they alone may not be enough to improve rankings for your sales landing pages. Join Garrett French and James Wirth from Citation Labs to learn how to supplement your Digital PR efforts with white-hat, ROI-focused link-building that increase rankings for your sales landing pages.

AMA session - recorded session

Do you feel as excited as we are? You can now send your SEO questions through the form here and the best will be answered by Aleyda! 😻

Aleyda Solis
International SEO Consultant & Founder @ Orainti