9:15 утра — Оптимизируйте лес, а не деревья: выходите за рамки контрольных списков SEO
Лили Рэй
It can be tempting to approach SEO, like checking a list of tactical items off a checklist. Our industry produces checklists for all kinds of SEO processes — all of which are helpful and come in great handy — but often lead to SEO practitioners losing site of the most important questions of them all: why am I doing this task, why does it matter to the client, and what impact will it have on overall performance? After 10+ years of overseeing agency SEO teams, Lily will share what she sees as a common tendency to miss the SEO forest for the trees and how to ensure your priorities are aligned with the outcomes your clients (or your boss) care about!
Garrett Sussman
Explore the untapped influence of searcher bias in the dynamic evolution of SEO. While the industry often dissects search engine bias, Garrett will delve into the psyche of searchers, unraveling Россия телеграммы данные the threads of confirmation bias and its profound impact on content strategy. From leading queries like "Is coffee good for you?" to the self-guided nuances of conversational search, he'll examine how biases shape our interactions with Google's Search Generative Experience and the search ecosystem at large. This presentation goes beyond the surface, hinting at various other biases that influence the search experience. By the end, Garrett will tie these insights into a cohesive framework, unveiling the strategic implications for content creation. Join him on this journey through the searcher's mind and gain actionable strategies to become the content your audience is searching for.
10:15am — A special announcement from Moz you’re not gonna want to miss!
Ethan Hays
10:25am — Morning networking break
10:55am —Trust and Quality in the New Era of Content Discovery
Andy Crestodina
After decades in digital, we enter a new era where AI has changed everything… or maybe not. Our audience hasn’t changed. Their needs haven’t changed. Their perception of quality hasn’t changed. In fact, the most important things haven’t changed at all. In this session, you’ll learn how AI can make us better at the classic challenges of how to: get discovered, connect through content, and stay top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics but with the most advanced techniques. Andy will share a set of frameworks, prompts, and techniques for better digital basics using the latest tools of today. And in the end, Andy will consider — in a brief glimpse — what might be the biggest change of all and how to grow your footprint in the new landscape.