In the recent session, our experts, Elmer Boutin and Tushar Prabhu, explored how search is evolving in an AI-powered world. They discussed the difference between search engine optimization (SEO) and AI search optimization, as well as whether schemas will play an important role in indexing. They also shared the key challenges brands are currently facing and the strategies to follow for success in AI engines search.

• Technical SEO fundamentals remain crucial, even in an AI-driven landscape.
• Content strategy must shift from keyword focus to understanding user intent and relevant entities.
• Prioritize business impact metrics over simple traffic numbers.
• Delivering personalized experiences across all touchpoints is essential for engaging and converting visitors.

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