Conference: Oct 5-6
Workshops: Oct 7
Working Session with Wil Reynolds & Alisa Scharf: Search Has Already Changed. Has Your Marketing Team?
Wil Reynolds (Chief Executive Officer / VP Innovation, Seer Interactive)
Alisa Scharf (Chief AI Officer, Seer Interactive)
Date: Monday, October 5
Time: 2:00 pm - 3:15 pm
Pass Type:
All Access, 3-Day, 2-Day -
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Session Type:
Interactive Experience
Vault Recording: TBD
Search Has Already Changed. Has Your Marketing Team?
AI search rewards the brands who are consistent in how they talk about themselves and more than ever AI search rewards "receipts" for what you say about yourself. There are more surfaces than ever to get congruence on. The good old days of "SEO it" and I'm good are over. SEO and GEO are NOT the same, and we'll show you why.
Good news: you already have customers leaving you the clues. It lives in your paid search data, reviews, sales calls, support tickets, and customer conversations. It's shared in community forums and on social media. In this working session, Alisa Scharf and Wil Reynolds of Seer Interactive walk through the workflow Seer uses to refine raw data into content strategy: mine what customers say, compare it against what your site says, close the gaps, and measure the lift and win across more surfaces.
You'll also get the funding argument, how to defend and structure a content team in 2026 when leadership is asking why it shouldn't shrink.
Takeaway
- A transcripts-to-content workflow you can run next week. How to take your call recordings, support conversations, or community discussions as raw materials that you can turn into refined value - use AI to surface the questions, objections, and phrases your buyers actually use.
- A site-versus-customer gap analysis method. A repeatable way to compare what your content says against what your customers say, identify where the language and topics diverge, and prioritize what to build or fix first, with AI search visibility and conversion rate as the payoff.
- The budget defense. How to structure and fund a content team in 2026: what roles change, what AI absorbs, what only humans should do, and the argument that preserves the team when leadership wants to cut it.