How AI is reshaping discovery, rankings and conversion, and what marketers need to do now
Search has shifted. Customers are no longer simply clicking through results. They are discovering brands through AI-generated answers, summaries and recommendations across platforms like Google, Chat GPT and Perplexity.
This masterclass breaks down how search works today and what marketers need to do differently to remain visible and competitive. You’ll explore how AI is reshaping rankings, how zero-click behaviour is impacting traffic and conversion, and how to adapt your content and optimisation strategies accordingly.
Led by Joe Romeo, this session combines practical frameworks, real-world examples and live demonstrations, so you leave with clear actions you can apply immediately.
Topics Covered
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The New Search Landscape
How AI is changing discovery across Google and emerging platforms
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From SEO to GEO and AIO
What drives rankings, relevance and inclusion in AI-generated results
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Zero-Click Behaviour
How changing user behaviour impacts traffic, attribution and conversion
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Practical Optimisation Strategies
How to structure content and assets for visibility across search and AI
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Tools and Demonstrations
Exploring tools such as Google Search Labs and AI search environments
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What’s Next
Key trends shaping the future of search and how to prepare
Learning outcomes
You will be able to:
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Understand how search is evolving in an AI-driven environment
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Adapt your SEO and content strategy to reflect current search behaviour
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Improve visibility across both traditional and AI-powered platforms
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Identify opportunities created by zero-click search
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Apply practical tools and techniques to drive better outcome
Who should attend
This masterclass is tailored specifically for
- Marketing Managers and Directors responsible for growth and performance
- Digital and Performance Marketers working across search and conversion
- Brand and Content Leads looking to improve discoverability
- Anyone responsible for SEO, CRO or digital strategy
Attendees will gain actionable insights and strategies designed to help marketers drive measurable growth and innovation within their organisations.
Facilitator
Joe Romeo Founder of Amplify & Rocket Fuel
Joe Romeo is a digital marketing specialist with deep expertise in search, performance and emerging AI-driven discovery platforms. He has worked with leading brands to improve visibility, optimise conversion and drive measurable growth through search.
Joe brings a practical, no-nonsense approach to SEO and digital strategy, combining technical knowledge with a strong understanding of how customer behaviour is changing. His work focuses on helping marketers adapt to the shift from traditional search to AI-powered discovery, ensuring brands remain visible and competitive.
*This course qualifies for 16 PMP points under the AMI’s Certified Practising Marketer program.