DAY 2 Opening Keynote
The AI Search Playbook
10:20 – 11:10
Mike King’s talk, “The AI Search Playbook,” offers a comprehensive blueprint for modern SEO, shifting the focus from traditional ranking factors to a new framework for achieving visibility in an AI-driven search landscape. The presentation will introduce Relevance Engineering as key strategies for structuring content and data to be effectively retrieved and utilized by AI systems like Google AI Overview and ChatGPT. Attendees will learn how to adapt to the evolution of user behavior from simple keyword queries to conversational searches, and how to measure success and simulate visibility in this new era of AI search. Attendees will learn how to:
– Reframe their SEO strategy to focus on Relevance Engineering.
– Understand the new AI-powered search landscape, how Generative Engines operate, and how user behavior is evolving.
– Identify and structure content to ensure it is accurately retrieved and attributed by AI systems.
– Measure and simulate visibility in AI-driven search to demonstrate value and ROI.
– Redefine their existing SEO teams into forward-thinking GEO teams capable of winning in the new AI search environment.
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Speaker
Mike King
Founder of iPullRank, USA Today Top 10 SEO
Michael King is the CEO and founder of digital marketing agency iPullRank, specializing in Technical SEO, Content Strategy, Machine Learning, and Relevance Engineering (r17g) – an emerging field reshaping the way brands connect with their audiences across all search surfaces. As the leading voice in Relevance Engineering, Mike is evolving traditional SEO into a more sophisticated, AI-driven approach that prioritizes data-driven relevance over keyword mechanics. He consults with enterprise and mid-market companies worldwide, working with brands like SAP, American Express, Nordstrom, SanDisk, General Mills, and FTD. Recognized as a thought leader in the convergence of search and AI, he has advised generative AI startups on prompt engineering and how businesses can adapt to AI-powered search and content strategies. With a background in Computer Science and a career as an independent hip-hop artist, Mike blends technical expertise with creative problem-solving to tackle modern marketing challenges. In 2025, he launched SEO Week, a new conference in NYC designed to position r19g as the next evolution of SEO. He is also set to release his debut book, The Science of SEO, a comprehensive guide that bridges the gap between SEO’s foundational principles and the advanced methodologies driving Relevance Engineering forward.