Virtual Conference: Search Engine Optimization


10:00 am - 10:45 am

Opening Keynote: How Search Engines Really Work in 2023

Much of what we know about the inner workings of search engines is the remnants of information from an era when search engineers were more transparent about what they were building. As Google and its competitors have evolved, the understanding in the SEO community has not kept pace. However, search engines have continued to share details of their innovations with the Computer Science community. We can review that information

In this talk, Mike King, author of the Science of SEO, will explain and contextualize into a series of actionable insights:

  • Technical infrastructure of modern search engines
  • How machine learning impacts ranking
  • How pages are processed and understanding in the ranking pipeline
  • What the details of the Yandex code leak tell us about modern search engines
  • How to harness the power of generative AI for the long term
  • Why Information Gain needs to be a primary consideration for content moving forward
  • What should change about your approach to optimization and analysis

Michael King

Founder and CEO, iPullRank

10:50 am - 11:20 am

Enterprise Agility - Best Practices & Must-Haves

In today’s digital-first world, your website is more valuable than ever. Getting found online is a core component of achieving your business goals, and the only way to make it happen is with a comprehensive SEO strategy that touches all aspects of the website.

In this session, you will:

  • Learn how to get more out of your SEO investment by breaking down silos and increasing  agility within your content, SEO, and web teams.
  • Discover how increasing your team’s agility unlocks the ability to improve visibility on the SERP, online acquisition, conversions, and your market position.
  • Ensure your business is armed with the right teams, technology, and processes to weather turbulent times from continued volatility on Google to unpredictable economic downturns.

Find out how real-time monitoring and alerts will help you catch issues before they impact your rankings—and your bottom line. 

Patrick Reinhart

VP of Services & Thought Leadership, Conductor

11:25 am - 11:55 am

The Missing Link: Creating Winning Content & Link Building Systems in 2023

When asked what the primary ranking factors were in an interview a few years ago a Google engineer answered, “It’s Content and It’s Links.” The answer was simple but the process of doing these things right is anything but.

Michael Johnson has spent the last 10 years developing content and link-building strategies for the world’s biggest brands now he’s sharing the (not so) secret sauce on how he and his team build winning Content & Link Building systems for their clients. In this presentation you’ll learn step-by-step how you can dramatically grow your organic search traffic, we’ll cover:


  • How to create content people will actually want to link to
  • How to find the right audiences to promote your content to and earn links
  • How to maximize results from your efforts & make sure you have content that will rank in a world of E-E-A-T


Get ready for some real, actionable insights you can implement with your team to drive amazing results in organic search!

Michael Johnson

CEO, Resolve

12:00 pm - 12:30 pm

Embracing the AI Revolution in SEO: Redefining Strategies for Superior Content Reach and Performance

As the digital landscape becomes increasingly competitive, understanding and leveraging AI tools is key for businesses seeking to enhance content visibility and performance.

We’ll discuss how AI is reshaping aspects of SEO, from keyword research and content optimization to link building and user experience. Through real-world examples and the latest research, attendees will gain insights into how AI can predict consumer behavior, personalize content, and drive business growth.

David Shapiro

SVP Earned Media, NP Digital


Login & Registration FAQs

I’ve already registered. Where can I find the link to log in to the conference?

24 hours before the conference begins, an email will be sent out to all registrants with a login link for them to access the conference platform. A link to log in will also be made available on this event page and in the trending bar of

When I try to log in, the platform asks for a verification code. Where can I find this?

A verification code will be sent to the email address and/or the phone number used during registration. It should appear within a few minutes. You may want to check your spam or junk folders for this as well. If you have any problems finding your verification code, please reach out to our customer service team for help.


On-Demand Content FAQ’s

Will conference presentations be available on-demand?

All conference material, including presentations, will be available on-demand in the 2023 AMA Virtual Conference: Search Engine Optimization Attendee Hub within 24 hours, if not sooner.

How long will I have access to the 2023 AMA Virtual Conference: Search Engine Optimization Attendee Hub?

The Attend Hub will remain open and available for on-demand viewing for 6 months after the end of the event.


Technical Support & Recommendations

What browser works best?

We recommend using Chrome or Firefox.

How can I see the attendee list?

Click on the Community tab at the top of the page, then Attendees. Here you will find a list and can message attendees who have opted to be visible in the Attendee Hub.

How can I communicate with other attendees?

Methods of communication include session chat, direct messaging, Sponsor appointments and Sponsor virtual booths.

How do I schedule an appointment with a Sponsor?

On the homepage, you will be able to schedule appointments with sponsors. You will also have the ability to meet with someone from their organization immediately or send a message to be followed up with later in the Sponsor virtual booths.

How do I change my visibility settings?

Click on your initials and view profile in the top right corner. Here you can select visible to appear on the attendee list or hidden.