The AI search operating system for SEO leaders

Build the framework, audit, and 90-day plan to lead AI search across your entire organization

• Synopsis

  Search has changed — and so has the job of the search leader.
  AI platforms like ChatGPT, Perplexity, and Google AI Mode are reshaping how brands get found, evaluated, and recommended. But winning in this new landscape isn't about abandoning what you know. It's about extending it — across more surfaces, with more teams aligned, and with a strategy that leadership can understand and fund.
  
  In this session, we'll introduce the AI Search Operating System: a practical, four-layer framework for auditing your brand's visibility across Discoverability, Clarity, Authority, and Trust. Each layer reveals a different set of gaps, a different set of opportunities — and a different set of teams that need to be involved.
  
  You'll leave with a clear picture of how to determine where your brand stands today, which teams need to own which work, and how to build a 90-day action plan with KPIs that connect AI visibility to business outcomes leadership already cares about.
  This session is designed for in-house SEO leaders, agency strategists, and marketing leaders who are ready to move beyond the acronyms — GEO, AEO, LLMO — and build something their whole organization can actually execute.
  

• What we’ll talk about?

  • Explain the shift from SEO to AI Search in language your CMO will act on
  • Audit your brand's AI visibility across four layers: Discoverability, Clarity, Authority, and Trust
  • Identify which teams outside of SEO need to be involved — and how to bring them in
  • Define KPIs for AI visibility that connect to outcomes leadership already measures
  • Build a 90-day action plan with clear ownership, concrete actions, and a resource ask leadership can approve
    

• Take it from the expert
  

  Amanda Milligan is a Content + Growth Manager at Semrush and an inbound marketing expert with more than 15 years of experience in content, branding, and SEO. She’s worked at leading marketing agencies and ambitious bootstrapped startups to help them build awareness and drive business. She’s shared her thought leadership in publications like TechCrunch, Moz, Entrepreneur, and The Next Web, and she’s spoken at industry-leading conferences including SEO Week, BrightonSEO, MozCon, Pubcon, SMX, SearchLove, and State of Search.
  
  Lizzie LaCour is Senior Community and Content Manager at Semrush, where she leads the Ambassador Program. Her work sits at the intersection of community, Academy, and Customer Success — focused on helping customers activate faster, build practical AI Search strategies, and learn from expert peers