“If your traffic is down but your work is solid—this isn’t a failure.

It’s a signal that your customers found their answers before they found you.”
AI-driven search has quietly stolen the front door to your brand.
This session shows you how to get it back—by becoming the source AI trusts, not just the page Google ranks.

Prerequisite

To get the most value from this session, participants should have:

A basic understanding of SEO and content marketing fundamentals
Familiarity with Google Analytics and Google Search Console
Experience managing or influencing website content, structure, or strategy
(No AI or technical deep expertise required)

Target Audience

1. Digital Marketing Leaders Working with Drupal - Heads of Marketing / Digital / Growth Digital Transformation Leads SEO & Content Strategy Leads Performance Marketing Managers in Drupal-based organizations 2. Agency Leaders & Client-Facing Strategists Who they are Agency founders and partners Account directors Strategy leads SEO / Content / Experience consultants working with Drupal clients 3. Product Owners & Platform Managers - Digital Product Owners Platform Managers Web Program Managers

Outline

Organic traffic is dropping - but not because your marketing is failing.
It’s because search itself has fundamentally changed.
While most of the marketing teams today are seeing traffic drops in Google Analytics and don’t understand why.
AI Overviews, conversational search, and LLM-driven discovery (Google AI Overviews, ChatGPT, Perplexity, Copilot) are now the first touchpoint in the buyer and user journey. Users increasingly get answers before they click—often without ever seeing traditional search results.
In this session, you’ll learn why Google Analytics is lying to you, how AI-driven answer engines decide who gets cited, and what marketers must do differently to regain visibility, authority, and high-intent traffic that actually converts.
Drawing on real-world work optimising 180+ global websites for UNICEF, this session introduces a practical AEO/GEO framework that helps marketing teams, agencies, and brand leaders adapt from “ranking pages” to earning citations, mentions, and trust inside AI systems.
This is not theory. It’s a clear, actionable operating model for winning customers in the AI-powered discovery era.

Learning Objectives

By the end of this session, participants will be able to:

1. Explain why organic traffic is declining even when SEO fundamentals are strong for their brand
2. Understand how AI-driven search and LLMs evaluate and cite their content
3. Identify the difference between ranking for keywords and being cited by AI
4. Apply a practical AEO/GEO framework to their existing websites and brands which is proven to work for large enterprises like UNICEF
5. Align content, technical teams, and leadership around AI-era discovery
6. Shift success metrics from clicks to authority, visibility, and intent

Experience level
Intermediate