Traffic alone no longer proves the value of SEO. As search evolves, organizations are under pressure to show measurable business impact — yet most SEO programs stop at acquisition while CRO teams often lack visibility into how users discover and engage with a brand. The result is disconnected strategies, fragmented experiences, and missed revenue.

In this session, Zach will introduce a modern framework for conversion auditing that connects search, UX, and product thinking. You’ll learn how to align user intent with end-to-end journeys, identify friction across the full customer experience, and prioritize the improvements that drive meaningful conversion growth. He’ll explore how behavioral insight, quantitative data, and AI-powered analysis come together to uncover hidden opportunities and scale conversion insights across large organizations. By the end, you’ll walk away with a practical, repeatable approach to move beyond rankings and traffic and take ownership of real business outcomes.