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Virtual Conference: Search Engine Optimization

Optimize Your Search Strategy

According to Moz, there are an estimated 40-60 billion searches happening on Google in the U.S. each month. Are you wondering how organizations like yours can stand out?

Join us for this unique 1-day AMA Virtual Conference where you’ll learn the key elements for creating an effective SEO strategy.

Walk away having identified key opportunities to improve your website’s search optimization and actionable tactics for you to implement that stand up to the rest of those search engine results.

Registration for this virtual conference is free to all attendees.

By attending this event, you can earn continuing education units (CEUs) toward maintaining any AMA Professional Certified Marketer ® credential. Click here to learn more about pursuing certification or claiming credits.


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

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

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

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

Michael King

Founder and CEO, iPullRank

An artist and a technologist all rolled into one, Michael King is the CEO and founder digital marketing agency, iPullRank focused on Technical SEO, Content Strategy, and Machine Learning. Mike consults with enterprise and mid-market companies all over the world, including brands ranging from SAP, American Express, Nordstrom, SanDisk, General Mills, and FTD. Mike’s background in Computer Science and as an independent hip hop musician sets him up for deep technical and creative solutions for modern marketing problems. Check out his book “The Science of SEO” coming in Q2 of 2023 from Wiley Publishing.

Michael Johnson

CEO, Resolve

Michael Johnson is the CEO and Chief Strategist at Resolve, a search-focused digital marketing agency. Over the past decade, Michael has helped develop effective content & link-building strategies for some for the world’s biggest brands. Now he leads his own team of content creators and outreach experts to drive amazing results in organic search for his clients.

Michael has the belief that good SEO isn’t a secret sauce or smoke & mirrors. It’s about developing transparent systems that logically lead to desired results. You may have seen him present at a variety of conferences including SMX, Content Marketing World, Search Engine Journal, or MarketingProfs.

When Michael isn’t creating content and building links he’s doing “dad stuff” and constantly supporting underperforming sports teams.

Patrick Reinhart

VP of Services & Thought Leadership, Conductor

Patrick Reinhart leads enterprise digital strategy for Conductor’s Customer Success team as Vice President of Services and Thought Leadership. He helps some of the largest brands in the world with their organic search initiatives.

Patrick brings over 15 years of organic search and digital marketing experience to his work. Before joining Conductor, Patrick led the U.S. organic search practice at New York-based agency Prime Visibility.

Prior to his agency and technology experience, Patrick was an accomplished entrepreneur, founding an eCommerce appliance retailer and a music management company.

David Shapiro

SVP Earned Media, NP Digital

As Senior Vice President of Earned Media at NP Digital, David is responsible for guiding the SEO, Content Marketing, and Digital PR service offerings to ensure delivery of best-in-class business outcomes for clients. With experience working both agency and client side, and in organic and paid search, David is a well-rounded digital marketer. David has 15 years of experience building teams and enterprise search programs for some of the world’s largest brands including Microsoft, T-Mobile, Toyota, and Bank of America.


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.


Virtual Conference: Search Engine Optimization