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 (angefragt TA)

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

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

PPC 

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

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

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

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. All ticket holders will be notified by email when registration opens in January.