Is SEO Dead? New Rules for Brand Discovery in the Age of AI Search
Session Overview
The era when simply appearing at the top of search results was enough is coming to an end. Generative AI and search assistants are no longer presenting information as lists of links — they are synthesizing answers. By the time users decide whether to click, they have often already compared brands and formed opinions.
In this new environment, success is no longer about being seen more frequently, but about ensuring AI systems can clearly understand, trust, and recommend your brand.
In this session, global SEO and digital marketing experts Sebastien Edgar and Jordan Koene explore how brand discovery is evolving beyond traditional SEO. They will discuss how companies must rethink content architecture, authority signals, expertise, and trust — as well as how information must be structured for AI systems to read, interpret, and surface.
Moving beyond algorithm optimization, this session will provide practical insights into what brands must change in order to move from simply being visible to truly being chosen in the age of AI-powered search.
Speakers
With more than 14 years of experience in digital marketing and SEO, he has led successful growth initiatives across multiple regions and industries.
Previously, he served as Global Head of Organic Discovery at Square in San Francisco, where he led global teams responsible for search visibility and organic growth.
Earlier in his career, he worked in Munich as SEO Team Lead at Searchmetrics US and InterNations.org, building data-driven strategies to scale global organic discovery.
Under his leadership, Previsible has expanded globally to a team of more than 80 professionals, supporting brands including Etsy, DocuSign, Klook, and Atlassian, as well as many Fortune 100 companies.
Jordan is known for combining people, process, and technology to drive strategic innovation and transformational growth for organizations navigating the future of search.
Previously, he served as CEO of Searchmetrics, where he led the company’s expansion in the U.S. market and helped establish it as a leader in search and content intelligence.
Throughout his career, he has developed data-driven strategies to scale content and search performance for global enterprises and major digital agencies.