AI is changing search fast — and for news publishers, the stakes are high. In this session, Shelby Blackley and Jessie Willms, the duo behind WTF is SEO?, cut through the noise on LLMs, AI Overviews, and AI Mode, explaining what they actually are, how they're affecting publisher traffic, and what's genuinely different from classic search versus what hasn't changed. You'll walk away with a clear picture of what matters most right now and the actions you can take to protect and grow your audience in an AI-driven search landscape.

WTF is SEO? is a newsletter for news publishers. It helps you - whether your publication knows all the things about search or it’s just you doing it all - understand, prioritize and make actionable growth for your outlet. You won’t have to worry about missing anything. Every new edition of the newsletter goes directly to your inbox on Monday.