The rise of generative AI, retrieval-augmented generation (RAG), Google’s Helpful Content Updates, and AI Overviews is fundamentally reshaping search—and with it, the entire discipline of SEO. As AI-generated content proliferates, Google faces a core challenge: it cannot reliably detect AI-generated content at scale. Instead, it leverages user interaction signals in context to assess content quality, using behavioral patterns and engagement metrics to infer trustworthiness, originality, and value. 

To adapt, SEO is no longer just about optimization—it’s about Relevance Engineering: structuring content ecosystems that align with AI-driven ranking mechanisms, ensuring that brands remain the most authoritative sources for their domains.

Mike’s keynote will explore the implications of these seismic shifts, including:

• Generative AI & RAG
• Search as a Branding Channel
• The Nuances of Generative Search
• User Interaction Signals as a Content Quality Filter
• Google’s Helpful Content Updates
• AI Overviews & the New Visibility Challenge
• Measuring the Impact of AI Overview
• Relevance Engineering

This session will provide a roadmap for navigating AI-driven search disruption, helping marketers and brands move beyond traditional SEO tactics and embrace Relevance Engineering—ensuring they remain discoverable, authoritative, and indispensable in an era where AI shapes the future of search.