Building your prompt strategy and showing holistic search

Why attend

• Synopsis

  • Discovery has fundamentally changed. Buyers now move fluidly between Google and AI engines like ChatGPT, Gemini, and Perplexity, and a single prompt fans out into dozens of supporting Google queries behind the scenes. This session is about learning to track and act. You’ll learn how to build persona-based prompts that mirror what real audiences are actually asking, as well as the prompt gaps that competitors are silently winning. 
  • This isn’t a fit for every team. Prompt tracking only pays off once you have SEO fundamentals in place and an active content engine. Without that foundation, there isn’t anything for AI engines to cite.
  • We will also cover how to actually read the data that is being presented to you, and knowing the difference between a mention, a citation, and a citation that holds up over time, since that gap is where most teams overestimate their AI visibility.
  • Finally, we'll connect visibility to value, optimising content to be cited across both channels, and forecasting the traffic, reach, and mentions you stand to gain. This will help you have the ability to prioritise with confidence and prove the ROI of search to leadership.

• What will I take away?

  • A repeatable prompt strategy framework, built around four prompt categories: revenue, reputation, competitor, and gap. You’ll be able to move from instinct-based lists to a structured view of what your audience and the LLMS themselves are actually asking. 
  • One holistic view of SEO + AI visibility. Stop optimising in silos: benchmark share of voice side-by-side across Google and AI, see where you lead versus where competitors own the answer, and create content structured to earn rankings and citations in both.
  • A defensible, scenario-based business case using prompt-gap forecasting alongside the right metrics share of voice, citations, AI referrals) to prioritize resources and make the ROI case to leadership, even in a zero-click, first-move-take-all landscape.

• About the host

  Leigh McKenzie is a search strategist focused on visibility across Google, ChatGPT, and AI-driven search.