SEO metrics are failing us. Traffic, rankings, and technical expertise don’t impress executives focused on ROI — but conversions do! Most SEO professionals avoid taking ownership of conversion optimization, but that’s exactly what makes Search Experience Optimization the ultimate competitive advantage. Improving experiences for both humans and bots drives measurable revenue, and makes you indispensable.

This session focuses on Conversion Auditing, and Tina will show you what happens when human insight meets machine precision. You’ll learn how expert auditors identify and prioritize conversion metrics across mobile and desktop experiences. We’ll discuss how to review a site’s conversion journey and explore how to use LLMs to surface conversion insights at scale. By the end of this session, you’ll know how to combine both approaches, human context and AI scale, to create a complete, modern conversion audit that demonstrates real business impact