BrightonSEO

Answering "what happened?" remains a critical question in SEO and the majority of the KPIs we use today are built around answering this question.

However, the next question, which is too often unanswered is: "why did this happen?"

Ray will make the case for taking SERP analytics to the next level in order to better answer the question of "why" so that SEO teams can predict outcomes faster using a simple set of "why-focused" KPIs.

In addition, Ray will discuss some of the traditional challenges around answering these questions and talk about opportunities to leverage platforms and data warehouses in order to make search-focused analytics available to more teams, including product, development, and executive management.

A past Semrush study revealed that only 45% of users click on organic search, but what is the picture like as we move towards the end of 2024?

As organic real estate becomes a rare commodity, this session looks at the driving factors, including new SERP features such as AI Overviews.

In addition, we will look at the influence of LLMs like ChatGPT and using data-driven examples examine if they really pose a threat to traditional search engines.

Ultimately, this session aims to offer clear strategies on how brands can optimize their online presence in this ever-evolving Search landscape.