Talk 1. Unlocking Efficiency with AI and Automation
Katie Barnard, SEO Strategist at Impression
When it comes to organic growth, many believe that Google penalises the use of AI-generated content, however, when applied correctly, with the right level of human intervention, this isn’t the case. AI and automation can help you generate results faster, allow you to monitor competitor activity, improve your brand’s visibility, scale up content creation and much more. But in order to achieve success, understanding the limitations and potential risks is key.
Katie’s talk will help you utilise AI and automation to complete simple or repetitive tasks at scale. You’ll learn how to make the most of your budget and resources and how you can apply AI to unlock time to allow you to focus on more strategic marketing activity.”
Key Delegate Takeaways:
- How you can use AI and automation to speed up productivity and processes within your internal teams
- Understanding the caveats and why human involvement is still crucial
- Real-life examples of success stories using AI
Talk 2. Ensuring Your AI SEO Strategy Doesn’t Fall Foul of Google
Dan Taylor, Head of Technical SEO at SALT.agency
AI is vastly changing a number of industries, and SEO is no different – but how can you ensure your AI generated content, schema, and other AI generations don’t fall foul of Google and end up in the spam bucket? In this session, Dan will cover how Google assesses page quality, and how you can factor this into your strategy to achieve the ranking and performance objectives you’re working towards.
Key Delegate Takeaways:
- Google’s opinion on, and how it handles, AI generated content
- An understanding of how Google determines page and content quality, and how to measure this on a search results page
- How to factor this into your AI strategy and improve your organic performance
Talk 3. The Future of AI in Global Content Creation and SEO: Opportunities and Risks
Martin Calvert, Marketing Director at ICS-digital
ICS-digital creates and optimises a million words of content per month without AI – how scared are we of the future? In this session Martin will explore the applications and limits of generative AI for content creation from creative ideation and briefs, to how AI can be safely built into SEO and content workflows.
He’ll discuss the similarities and differences between Google Magi, Bard and ChatGPT and speculate entertainingly (but responsibly) on the implications for SEO and content strategy – and the potential bloodbath between Google, Microsoft and other major players.
From there Martin will talk about use cases for event participants and their industries such as identifying and analysing relevant keywords and using AI-powered tools to facilitate human creativity, while also signposting the current limitations of AI for highly competitive, highly-scrutinised sectors.
Key Delegate Takeaways:
- Current applications of generative AI to support content-led SEO strategy
- Talking points about the wider context that’s driving Bing and Google in their AI product strategies – and implications for marketers
- Industry-specific case examples, suggested methodologies and AI initiatives to try based on the sectors of attendees
Talk 4. AI in PPC: Humans vs Machines
Will Levitt, Group Head of Paid Media at connective3
For the last 10 years, Google has been a leading force in the development and innovation of artificial intelligence, using it in all its products from Google Maps to the new search generative experience.
With AI taking care of many manual tasks that PPC managers used to do, and with more and more people using it, it’s difficult to see how humans can compete with AI technology. In this session, Will aims to show you how to use AI in PPC to achieve the best results. You’ll learn how to feed it information and use it to benefit your business or clients.
Key Delegate Takeaways:
- Examples of how AI is being used in PPC to improve performance
- Ways to make the AI work harder to do what’s important for your business/clients
- What the future of AI and PPC look like and how you can stay ahead of the competition
