Translating SEO into a language of tangible business impact - Kristina Bergwall

Kristina Bergwall discusses the importance of translating SEO into a language of tangible business impact in the future AI search landscape, and using that narrative to align all teams such as social, PR, and brand to work together, is what's going to make you win at SEO in 2026. Talking points include: How do you identify the areas of SEO that are likely to result in tangible business impact? What are examples of areas of SEO that don’t tend to deliver tangible business impact? How do you ensure that you don’t shut off SEO activities that take longer to have an impact? How does the future AI search landscape change for different businesses? How do you align different marketing teams to work more effectively together in this changing landscape?