Search is entering a new era. Google’s evolution – accelerated by AI – has fundamentally changed how content is interpreted, ranked, and presented. Yet most SEO strategies are still reactive rather than proactive.

In this session, Carolyn Shelby explains what Google’s past algorithm updates reveal about its underlying logic, how AI is influencing its decision-making, and which ranking principles remain constant—whether for Google or for large language models. You’ll learn how to adapt your strategy to align with how Google now reads, understands, and evaluates information. From text and structure to schema and location signals, Carolyn shows how to refine your SEO foundations to perform today and remain competitive in the search landscape of tomorrow.