Google Search is changing faster than most business owners realize — and if your business depends on Google to bring in customers, this is the most important session you'll attend this year.

For the past decade, SEO has been the game. Get the right keywords on your website, build some links, show up in the results. That playbook is not dead — but it's changing dramatically, and the businesses that understand what's replacing it will have a serious edge over those that don't.

This session is a deep dive into Assistive Agent Optimization — AAO — the emerging discipline of making sure your business shows up when AI-powered search tools are doing the answering.

You've probably already noticed it. You type a question into Google and instead of a list of links, you get an AI-generated answer at the top of the page. That answer came from somewhere. This session explains how Google decides whose business to feature, why, and what you can do to be one of them.

We'll cover:

• What AI Overviews are, how they work, and why they're changing where customers find you

• Why traditional SEO tactics are becoming less effective and what's replacing them

• What AAO actually means in practical terms for your website, your content and your Google Business Profile

• The specific signals Google's AI looks for when deciding which businesses to cite and recommend

• A clear 90-day action plan for adapting your digital presence to the AI-first search era

This is not a technical session. You don't need to know how to code or manage a website. You just need to understand what's changing — and leave with a concrete plan for making sure your business stays visible as the rules of search continue to evolve.

If Google sends you customers, this session is not optional.