You are surrounded by fellow search 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.

Topics:

SEO

1) From Optimizer to Business Partner – How the Role of SEOs is Changing
Insight-driven, not task-driven, cross-functional skills (content, UX, analytics), increasing influence inside organisations. With Johanna Hartung 

2) Content Strategy in the Age of LLMs
What still needs to be produced, content reduction & prioritisation, LLM-driven changes to content formats. With Marcus Tandler

3) AI Overviews & Generative Search: How can we measure traffic reliably?
New tools vs. existing setups, dealing with missing or incomplete data, realistic benchmarks and KPIs. With Tom Anthony

PPC 

4) PMax & AI Max: How do we maintain control in a fully automated environment?
Structure, signals, exclusions,  real-world setups that work. With Ivana Nikic

5) PPC Measurement 2026: Which KPIs still matter?
Marginal ROAS, blended metrics, post-click behaviour, attribution realities. With Matt Beswick

6) TikTok & Meta as Performance Drivers: What truly works outside Google?
Cross-channel insights, technical setups, attribution considerations. With Larissa Ramsauer

Registration: Each round is limited to a maximum of 10 participants. We recommend signing up in advance for the topic you’re most interested in. Registration for the Discussion Rounds is available exclusively to already registered SMX attendees.