SEOs need to know about Performance Max ads - with Navah Hopkins

It’s not only SEOs in larger organisations that now have a greater requirement to understand and relate to business leaders. This is becoming increasingly important for independent SEO consultants, too. Adrijana says: “Acquiring high-paying SEO clients requires a different approach that a lot of SEOs are not talking about.”Why does it require a different approach, and what does that approach look like?“When you want to move from full-time SEO to freelancing SEO, or get your own clients on the side, most SEOs are not thinking about the fact that it’s a completely new skill. You already have SEO experience and knowledge, but when you want to get a client, that is a business skill, which you probably haven't developed yet.

In addition to SEOs facing their own traffic challenges, many alsofind themselves tasked with guiding their business leaders through themassive change driven by AI agents.Ben says: “Guide your C-suite into the great agentic unknown, because if youdon't, then nobody else is going to.”What is the great agentic unknown?“I'm talking about the nature of AI agents using websites in the same way that human customers conventionally would. They are researching a topic on behalf of a user based on a prompt, and can go from researching all the way to getting quotes or even adding things to a shopping cart.

Martina Kölsch shares that the Panda Update in 2011 was one of the first major changes by Google that she encountered. SEO is continually evolving, yet one thing remains constant: prioritising a solid SEO foundation, a clear structure, and excellent content. Many tend to overlook these essentials whenever a new trend emerges.Discussion points include:What are the key SEO essentials that many SEOs tend to overlook?Why do SEOs overlook these fundamentals?What benefit do these fundamentals provide in 2026?How do you measure the impact of the fundamentals?When a new trend emerges, how do you know if it is worth spending your time on?How do you continue to ensure that you are focusing on the most impactful activities?

One continuing trend within SEO in 2026 is the ever-increasing degree of difficulty when it comes to driving traffic from organic search. Jack Chambers-Ward advises that this should motivate you to reevaluate your overarching content publishing model.Jack says: “Create and monetise content to survive the upcoming zero-click era of search.”Will we be in an all-encompassing zero-click non-traffic era at some point in the future?“It certainly feels like we're heading that way. With a lot of what Google has been talking about recently – particularly with AI Mode, this is the looming topic in SEO right now.

Increasingly, it seems as though SEO needs to be a complete organisational approach rather than a marketing channel, and this way of thinking is backed by Keith Goode.Keith says: “The SEO who secures buy-in isn't selling rankings, they're selling resilience.”What kind of resilience are you selling?“More specifically, it's organisational resilience.One of the challenges that you will face as an in-house SEO, and oftentimes as a consultant for companies, is getting buy-in for the things that you're recommending for sites – and this problem evolves just like our industry evolves.

Sharon Gwati-Mudzudzu shares the importance of combining SEO tactics with data insights to personalise the user journey to drive smarter decisions.Talking points include:Why do we need to Combine SEO tactics with data insights?How do you Combine SEO tactics with data insights?How does this help to personalise the user journey?What are examples of how a user journey can be personalised?How does this deliver measurable SEO success?How does this help to drive smarter decisions?How should this be implemented on an ongoing basis - how does this fit into a strategy?

Jean Dejsuvan shares that you shouldn't be panicking because SEO isn't dead (again)!Talking points include:Why do people think that SEO is dead?Is SEO changing significantly?What does this mean for new SEOs entering the industry?What are the foundations?How does an SEO ensure that their skills stay relevant?Where do you learn the latest SEO techniques?SEO in moving fast - what should we do ?

Jonathon Roberts shares the importance of building bespoke web apps that automate SEO workflows - like site audits, schema generation and for in-house reporting - by integrating search-engine APIs and real-time dashboards to drastically speed up your optimisation process.Talking points include:What are bespoke web apps that automate SEO workflows?Why can’t we rely on standardised SEO platforms?What are we looking to achieve by doing this?What tasks should we be looking to run through these workflows?How do we build them?Where do we get the data from?How much work do we need to put in to keep everything running smoothly and best-in-class?Why can’t we rely on standardised SEO platforms?Why is building your own tools better?What types of businesses should be doing this?

Ulduz Ismayilova shares that with AI disrupting top-funnel visibility, SEO strategies must evolve to capture bottom-funnel, conversion-ready traffic.Talking points include:How is AI disrupting top-funnel visibility?Why is it so key to focus on capturing bottom-funnel, conversion-ready traffic?How do you identify bottom of funnel, conversion-ready traffic?What happens to top and middle of funnel?What does this look like as a strategy?How will this continue to evolve?

Katie Thompson shares the importance of getting expertise straight from the source - EEAT is still important and the most valuable content will come from those who have interviewed real-life, human experts.Talking points include:What do you mean by get expertise straight from the source?Why is EEAT still important?How does the importance of EEAT manifest itself?You say that the most valuable content will come from those who have interviewed real-life, human experts. What does this mean in practice?How do you put together an expert-driven content marketing strategy?What do you have to include in your content to maximise the opportunity?