An iPullRank Webinar

How Do You Market To a Machine Panel: The Future of Conversational Search and AI Agents

Featuring Dawn Anderson, Dan Petrovic, Mike King, and Garrett Sussman

Time Stamps:

  • [00:00] – Introduction
  • [00:22] – SEO Week Announcement
  • [00:34] – Current State of SEO
  • [1:29] – Academic and Practical SEO
  • [02:02] – Generative AI and Information Retrieval
  • [3:03] – Keeping Up with Innovations
  • [4:33] – AI Agents as Gatekeepers
  • [6:06] – Automation in SEO
  • [7:31] – Education in SEO
  • [9:51] – Measurement in SEO
  • [11:32] – Site-Level Metrics
  • [13:03] – Marketing to Machines
  • [15:03] – Practical Applications of AI
  • [17:08] – Google’s Perspective
  • [19:08] – Reinforcement Learning and AI Models
  • [21:08] – Major Leaps in AI – Titan and DeepSeek
  • [23:33] – Google’s Market Position
  • [26:05] – Future of AI and Search
  • [29:32] – Google’s Priorities
  • [32:22] – Project Astra and Consumer Adoption
  • [34:10] – Opportunity in Conversational AI
  • [36:00] – Deep Research in AI Overviews
  • [37:11] – Google’s Ecosystem
  • [38:04] – Role of SEOs in AI

In this live-streamed panel, Dawn Anderson (Bertey), Dan Petrovic (DEJAN Marketing), Mike King (iPullRank), and Garrett Sussman (iPullRank) discussed what will matter to marketers regarding SEO, LLMs, and AI agents over the next three years.

We speculated how commercial innovations emerging from information retrieval and natural language processing advancements will influence search engines, consumer behavior, and marketing strategy.

Search is changing fast. AI has explicitly inserted itself into nearly every search result. Soon, AI agents will form a new intermediary search layer, influencing how people find products and services. Soon, machines will make decisions on our behalf. This panel explored how advancements in AI, information retrieval, large language models (LLMs), NLP, and search algorithms reshape discovery and what it means for marketers, SEOs, and brands.

We discussed some of the current technical breakthroughs and what they could mean for the future of search behavior. The presentation included a mix of practical insights, forward-looking ideas, and predictions about where things are headed in the next three years.

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About the Panelists

Dawn Anderson | Principle Consultant - Managing Director | Bertey

Dawn Anderson is an SEO consultant, educator, and international speaker specializing in technical SEO, information retrieval, and digital marketing strategy. She is the founder of the digital marketing agency Bertey, holds advanced degrees in marketing, and is pursuing further studies in data science. Dawn has lectured, judged global Search Awards, and provided SEO consulting and training for brands worldwide.

Dan Petrovic | Managing Director | DEJAN

Dan Petrovic is the managing director of DEJAN and a well-known name in the field of search engine optimization. Dan is a machine learning specialist and a highly regarded search industry event speaker.

Mike King | Founder and CEO | iPullRank

Mike King is an acclaimed international speaker covering SEO, content strategy, and the impact of generative AI. Innovating and elevating as the Founder & CEO of the performance marketing agency iPullRank. Mike consults with companies all over the world, including brands like SAP, American Express, and HSBC to a laundry list of promising eCommerce, publisher, and financial services organizations. He’s about to shatter everything you thought you knew about how modern search engines work with the launch of his debut book, “The Science of SEO.

Garrett Sussman | Director of Marketing | iPullRank

Garrett Sussman has worked in marketing for over fourteen years across a number of disciplines including, content marketing, demand generation, affiliate marketing, and SEO.

Garrett previously led marketing at online review SaaS startup Grade.us (acquired by Traject in 2019). He’s hosted 2 podcasts and recorded over 150 podcast episodes

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