SEO Week kicks off in New York City on April 28 and runs through May 1—a four-day gathering of the brightest minds in search, all coming together to move past guesswork and dive into real conversations, fresh ideas, and the kind of inspiration that drives what’s next in SEO. It’s your chance to connect, learn, and set the stage for lasting success.
Each day of SEO Week zeroes in on a different core aspect of search:
- The Science – AI & Technical SEO
- The Psychology – Search Behavior & Content Strategy
- The Ecosystem – Enterprise SEO & Vertical Search
- The Future – Google, AI & What’s Next
Today we’re talking about THE ECOSYSTEM – Enterprise SEO & Vertical Search
SEO isn’t one-size-fits-all. This day focuses on the nuances of enterprise search, vertical-specific strategies like video, local, and e-commerce, and how businesses can build scalable, future-proof search strategies.
Just like an ecosystem in nature, SEO relies on various parts that interact with each other. Each part impacts the others. For example, strong content won’t perform well if the technical SEO is broken, and great technical SEO won’t help thin, irrelevant content. Search engines and algorithms are, in a way, living organisms on a constant feedback loop. SEO is an ecosystem of strategy, content, technology, and user behavior—all working together in a constantly shifting digital environment. To succeed in SEO, you have to think holistically and adaptively, just like in any thriving ecosystem.
Let’s take a look at our Day 3 speakers and their topics.
Special Presentation
Tony Effik
Managing Director at Google
Tony Effik is a Global Managing Director at Google, where he leads a business centered on YouTube and Creative solutions using Gen AI technologies. Tony is an accomplished global executive with decades of experience operating at the intersection of advertising, media, and digital technology, with a track record of building high performance teams around the world.
As a leader, Tony thrives at the intersection of data science, team culture, and strategic insight to achieve growth objectives, deliver innovative go-to-market strategies, champion product innovation, and also provide productive spaces for each member of the team to grow professionally.
All the Wrong Tech for All the Right Reasons
Farrah Bostic
Founder & Head of Research at The Difference Engine
You can automate or generate just about anything these days except an authentic empathy for your flesh and blood audience. As we continue to navigate our way through an incredibly volatile period in technology, culture, and media, Farrah Bostic will walk you through some of the core tools in our very human toolkit to answer four core questions:
- What do we do?
- Who do we do it for?
- What are we up against
- What’s next?
Using quick strike research to incrementally plant strategy seeds can help you stay connected to your audience and your brand’s purpose.
The State of eCommerce SEO: How to Win in Today's Products SERPs
Aleyda Solis
International SEO Consultant & Founder at Orainti
In this session, Aleyda will cover the current state of eCommerce SERPs and the latest SEO strategies driving online stores worldwide, based on survey insights and research across thousands of product queries in various verticals.
- Learn what’s generating actual clicks and conversions,
- What to avoid, and
- How to continue winning in an era where Google is evolving into a marketplace with AI-driven, personalized results
YouTube Keyword Research 2.0
Phil Nottingham
Founder & Producer at Organic Video
Most YouTube keyword research is broken—trying to force Google SEO methods onto a completely different platform. Phil Nottingham will introduce a smarter, data-backed way to identify video topics that actually generate views.
- Why most third-party “YouTube search volume” data is misleading
- How to research video ideas based on format, competition, and audience intent
- A practical framework for planning videos that drive real engagement
Unlocking Google Discover Code - Analyzing 200+ Million Articles
John Shehata
Founder & CEO at NewzDash
Google Discover isn’t a mystery—it just plays by different rules than traditional search. John Shehata has analyzed over 200 million articles to break down exactly what works, what doesn’t, and how to tap into Discover’s traffic potential.
- How Google Discover selects and surfaces content (and what that means for you)
- The key factors that drive visibility in Discover’s AI-curated feed
- The top mistakes that cause sites to lose Discover traffic—and how to fix them
Diving into Deepseek 🐳 Generative Search Optimization
Crystal Carter
Head of SEO Communications at Wix Studio
Deepseek is quickly emerging as a major player in generative search. Crystal Carter will break down how this new model works and what it means for search optimization.
- How Deepseek’s generative model differs from traditional search engines
- New optimization strategies for surfacing content in LLM-driven search results
- What brands need to do to stay visible in an evolving search ecosystem
Enterprise-scale Ecommerce and Retail SEO Lessons From Thousands of Experiments
Will Critchlow
Founder & CEO at SearchPilot
SEO for ecommerce is shifting fast, and Will Critchlow’s team has the data to prove it. He’ll break down what’s actually working for big retailers right now—and where things are headed next.
- The SEO tactics driving real revenue for ecommerce brands today
- What experiments reveal about Google’s direction for online shopping
- Actionable steps to stay ahead of search changes before they hit
The 3 Dimensions of Local Search
Greg Gifford
COO at SearchLab
Cultivating Momentum for Large SEO Projects
Ruth Burr Reedy
Senior SEO Manager at Houzz
To keep momentum on longer-term projects, SEOs need to shift our analytics and reporting mindset toward input metrics: the things we’re doing now that we expect to have an impact in the future, and what we expect that impact to be.
Ruth Burr Reedy with demonstrate how this shift goes beyond forecasting to connect inputs to outcomes and demonstrate consistent progress toward SEO goals, even before that tipping point where the results have started to roll in.
- Connecting opportunity sizing and forecasting to objectives, leading indicators, and inputs
- Selecting meaningful inputs to target and report on
- Highlighting the consequences of internal delays
- Using input metrics to get and keep buy-in across internal teams
Search, AI & UGC: Navigating the Future of Google & Reddit’s Influence
Ross Simmonds
Founder and CEO at Foundation
Google’s partnership with Reddit has changed the way search surfaces user-generated content. Ross Simmonds will break down how brands can leverage this shift to their advantage.
- Why Reddit threads are influencing search rankings more than ever
- How Google’s AI Overviews prioritize UGC in search results
- Tactical ways to integrate Reddit into your SEO and content strategy
Wrap up an amazing SEO Week at our official After Party, Algorithm After Dark, hosted by YEXT at HK Hall. Come unwind, connect with fellow attendees, and celebrate a week packed with insights, networking, and innovation. Whether you’re in the mood to keep the conversations flowing or just want to relax and enjoy the vibe, this is the perfect way to end the week. Expect good music, great drinks, and a vibrant atmosphere to close things out in style!
