Jan,

The rise of generative AI, retrieval-augmented generation (RAG), and AI Overviews is fundamentally reshaping search – and with it, the entire discipline of SEO. AI-generated answers are beginning to overshadow traditional blue links, shifting visibility toward systems that retrieve, interpret, and act on information rather than simply rank pages.

On the paid side, well… keywords don’t work the way they used to. Match types blur, search term visibility keeps shrinking, and automation-first products like Performance Max and AI Max are shifting optimization toward signals, conversion data, and machine learning… not traditional keyword control.

It’s your job to stay ahead of the chaotic changes happening across the search spectrum. The best way to do that is to train with the best of the best.

Come to Boston June 3-5 for the triumphant return of SMX Advanced. You’ll unlock an expert-level training experience that speaks directly to your experience and prepares you for whatever comes next in search.

We’ve already unveiled the AI ROI opening keynote featuring the one and only Purna Virji. Now, you’re the FIRST to get the scoop on our SEO and PPC keynotes. Keep reading for more details… and if you’re ready, secure your All Access pass now.

If you don’t understand how AI Search systems are built, you don’t control how they interpret your content.

The underlying architecture – from RAG to context graphs and agentic workflows – now determines what AI systems know and what they can execute. That’s why long-standing Information Retrieval and SEO decisions – document structure, relevance signals, freshness, and structured data – now directly shape what AI systems understand and what they’re able to act on.

Join Dawn Anderson, Managing Director and Founder, Bertey, to explore the core architecture of AI search and get practical guidance for adapting SEO and ecommerce strategies to what comes next. You’ll learn how to build a clear mental model for a future where visibility depends on being retrievable, understandable, and executable by machines – not just rankable for humans.

After this keynote, you’ll be able to:

• Evaluate your visibility through a retrieval lens, understanding why AI visibility is driven by retrievability, not generation.
• Apply structured data and context modeling more effectively by understanding how context graphs shape what AI systems “know.”
• Adapt your SEO and ecommerce strategy for agentic search, with a clear view of what AI commerce means right now.