Name: How to grow a successful career in marketing: Q&A with Matthew Howells-Barby
Start: 2024-04-04T19:00:00Z
End: 2024-04-04T19:00:47.000Z
Location: BrightTALK
Rating: 4.3

LLMs have changed how search works, but have they changed SEO so much that it has become something else entirely?

GEO is quickly becoming a common term in search conversations. Some teams are embracing it. Others see it as SEO under a different name. In this session, we take a step back and look at what is actually changing and why this debate matters.

Our panel will explore how SEO has evolved in the age of LLMs, whether GEO represents a real shift in strategy, and how teams and clients are responding. The goal is clarity. Not hype. Not rebranding. Just an honest discussion about where search is headed and how to think about optimization moving forward.

SEO or GEO. Which One Is It?

GenAI platforms like ChatGPT, Perplexity, and Gemini aren’t just summarizing the web — they’re selecting which brands to recommend.
In this new era of AI-powered search, your brand is either present in the answer… or completely absent.
The Search Shift Webinar Series guides you through how search is evolving across engines and AI models that read, cluster, and recommend content in fundamentally new ways.
This fourth session shows how topical depth, content structure, and semantic authority determine whether your brand is cited, surfaced, or ignored by GenAI systems.
 We’ll reveal the technical and content signals that make brands “trusted entities” — and how you can build a depth advantage that AI engines can’t ignore.

How Depth Wins: Structuring Your Brand to Be Chosen by AI

We’re entering a new era of search: an expanding universe across search engines and AI models that understand, summarize, and recommend.

The Search Shift Webinar Series takes you through this transformation at every step. From understanding how AI is changing discovery, to mastering measurement across generative platforms, and unlocking a strategy that reaches customers—however they search.

This third session focuses on the new technical foundations needed for AI-powered visibility. As search expands beyond Google, platforms like OpenAI, Perplexity, and Gemini interpret websites differently—they don’t execute JavaScript, struggle with dynamic rendering, and often miss content that isn’t structured cleanly.
You’ll learn what it takes to make your site machine-readable for both search engines and AI crawlers—and why rendering, crawlability, and performance now impact AI discoverability just as much as rankings.

Technical SEO for AI: Making Your Site Machine-Readable

We’re in a new phase of search. People aren’t just typing keywords into Google anymore—they’re asking questions in chatbots, AI assistants, and search engines that now understand, summarize, and recommend.

The Search Shift Webinar Series is here to help you keep up with that change step by step—from how AI is reshaping discovery, to how you track results across all these new generative platforms, to building a strategy that reaches customers wherever they choose to search.

In this second session, we’ll look at how leading brands are adapting to both classic search intent and new prompt intent to win more AI visibility. You’ll see how LLMs read and interpret natural language, how to group prompts with the same discipline you use for keywords, and how to update your search strategy for an AI-first world. You’ll leave with concrete frameworks and tactics you can start using right away.

From Keywords to Prompts: Redefining Search Intent in the AI Era

Everyone’s talking about zero-click—but what happens to your growth when traffic stops being the main goal?

In this session, we’ll break down the changes in discovery and what it takes to stay visible in 2026.

Winning in the Zero-Click Era: Your 2026 Marketing Playbook

Everyone’s talking about LLM visibility these days — ChatGPT, Google’s AI Mode, you name it. But let’s be real: no one has a clear playbook for measuring it.

This session will break down what’s changed in the LLM landscape and what it means for brands in ecommerce — from how to gain mentions and citations to how to measure if those actually move the needle.

Our speakers will explore how B2B and D2C brands can build smarter visibility strategies, how Google and ChatGPT’s updates are reshaping discovery, and what the future of AI-driven ecommerce looks like.

You’ll walk away knowing:

-How LLM visibility impacts ecommerce growth today
-What metrics matter and what to stop tracking
-The differences between LLM visibility for B2B and D2C
-What’s next for ecommerce as AI and LLMs evolve

LLM Visibility in Ecommerce: What’s Changed?

The opening session to a 7-part educational journey from understanding to measurement to mastery. Explore how AI innovations like Google AI Overviews and ChatGPT are reshaping search behaviour - and why SEO remains the foundation of AI visibility. Learn how discoverability now means being mentioned, cited, and contextualised across multiple engines

Beyond SEO: Winning Visibility in the Age of AI Search

The U.S. ecommerce market is entering a transformative phase, shaped by trade shifts, artificial intelligence, and evolving consumer trust.
Join experts from Semrush and Statista as they present exclusive insights from their joint 2025 report, revealing how global tariffs, AI-driven discovery, and changing shopping behaviors are redefining the online retail landscape.
Discover which states, platforms, and strategies are driving growth — and how to stay competitive in the next era of digital commerce.

Inside the New U.S. E-Commerce Landscape: What AI and Trade Trends Reveal About Retail’s Future

WHAT IS THIS SESSION ABOUT?
This is a strategic session designed for digital marketing agency leaders who are struggling to achieve scalable, predictable, and high-ROI growth in today's complex digital environment. 

We'll show you how to move past the bottlenecks of fragmented MarTech stacks, slow time-to-market, and the rising cost of paid advertising, and transform your clients organic visibility into a leading, reliable engine for your business.

WHO IS THIS FOR:
This session is specifically focused for Agency Owners, Directors of Strategy, SEO Managers within marketing agencies who are driven by the goals of: obtaining better and more consistent results for clients, increase team productivity without compromising quality and scale consistently.

WHAT CAN YOU EXPECT?
We will show how to:
-Maximize client retention delivering faster, more consistent performance at scale.
-Increase operational margins: Streamlining workflows and reducing non-billable hours.
-Win new clients demonstrating clear, data-backed ROI forecasts.

WHAT WOULD YOU LEARN?
By the end of this webinar, you will have the knowledge to:
1.Deliver Faster Client Wins: Implement a framework that accelerates SEO strategy execution by up to 10x.
2.Boost Agency Profitability: Cut operational costs and free up team bandwidth by automating non-billable grunt work.
3.Scale: Walk away with a data-driven pitching strategy that proves your value, drives higher client acquisition rates, and ensures long-term client loyalty.

Partnering with Semrush: The Roadmap to Scalable Agency Growth

Everyone wants visibility in LLMs like ChatGPT and Google’s AI Mode — but how do you actually know if it’s working? Unlike traditional channels, attribution is murky and the playbook isn’t clear. In this session, you’ll learn what LLM success really looks like, which metrics matter, and how to tie LLM visibility back to your broader marketing strategy. Walk away with a practical framework to measure, analyze, and act on your brand’s presence in AI-driven conversations.

LLM Visibility: How Do You Measure the Impact?

Should your LLM visibility strategy for ChatGPT be the same as for Google's AI Mode? Dive into the latest data on how LLMs differ from one another and what that means for your AI visibility strategy. We'll explore the overlap between brand mentions and citations between ChatGPT and AI Mode and what that implies for your strategy. Where should you be focusing your time and effort? How can you make the right strategic decisions for your visibility, even if the dust hasn't fully settled yet, and if not all LLMs work the same way? We'll explore how to make the right decisions and what you should be considering along the way.

Are all LLMs the same? Rethinking Approaching LLM Visibility

Marketing today is fragmented — search, social, behavioral, brand, and traffic data often sit in silos, making it harder to scale results.

In this webinar, we’ll introduce a working model that connects these signals into one growth system. The framework shows how leading teams unify their data stack to strengthen brand equity, improve channel performance, and accelerate marketing impact.

From Data Silos to Growth Signals: How Leading Brands Build a Unified Marketing System

Most companies still treat AI and search as two different worlds. The result is wasted spend, longer cycles, and missed opportunities.

AI + Search: one marketing stack, compounding revenue

In this exclusive webinar, Semrush meets Quora as we bring together Quora’s own expert, Jenna Austell Owens, and SEO/Digital PR specialist, James Brockbank. Together, we’ll share how you can use Quora to build your brand, engage your audience, and increase your visibility in AI-driven search.

How to Grow Your Brand on Quora and Show Up in Google’s AI Results

Join top experts for a roundup of the main news and updates from the market, and how Semrush can help you stay on top of the game.

Marketing Countdown: 5 Industry Shakeups (and your action plan)

In the fifth episode of the AI and Search webinar series, we discuss the AI Landscape, the Generative AI platforms especially LLMs and how they are augmenting the broader digital experience and how we can prepare for this new era of search. 

This 1 hour webinar will be divided into 2 parts, the first 30 minutes, we will share a study of the current AI landscape and an analysis of evolving user behavior compared to traditional Google search, practical advice from our panelists with the next 30 minutes answering your questions live. 

Hear from a panel of leading SEO professionals Aleyda Solis, Judith Lewis Nitin Manchanda, and Myriam Jessier, as they share practical strategies and recommendations about how we should be adopting our search strategy as user behavior in the traditional search engines changes.

AI and Search Webinar Series: Episode 5

In the fourth episode of the AI and Search webinar series, we discuss Google’s AI mode, what it is, how we are working with it in the US and how we can prepare for it as it rolls out to more markets.
In this 1 hour webinar we will share a study of how AI mode compares to traditional Google search, how we can embrace AI mode and actionable strategies to adapt and stay competitive. 
Hear from a panel of leading SEO professionals Gerald Murphy, Kevin Indig, Myriam Jessier and Jo Juliana Turnbull as they share practical strategies and recommendations about AI Mode. This is the episode to watch for marketers navigating the next phase of search.

AI and Search Webinar Series: Episode 4

How do you land a senior position at an awesome company? How do I learn tactics that nobody else is using? How do you create a personal brand that will have companies approaching you to come work for them? Matthew Howells-Barby gets asked these questions all the time and in this online free event he will answer all of them—and then some. Join to learn key insights, learnings, and strategies from his accelerated career trajectory as an internationally recognized SEO and entrepreneur.

How to grow a successful career in marketing: Q&A with Matthew Howells-Barby

Career Development

Marketing

Demand generation is the process through which a business integrates marketing and sales to move potential buyers down the sales funnel from interest to payment. The BrightTALK demand generation community is made up of thousands of professionals sharing and learning best practices for engagement marketing, demand generation and lead scoring and nurturing through interactive webinars and videos. Register and join the conversation to attend live webinars and have your questions answered by demand generation professionals and thought leaders.

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How to grow a successful career in marketing: Q&A with Matthew Howells-Barby

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