James Kelly

SEO Lead TrueCar, Inc.

James Kelly started working in SEO in 2009. He has worked for agencies, in-house at corporations, and as a consultant. Recently, he has worked to combine SEO with AIO/GEO and prepare for the new landscape where AI affects search behavior and search workflows.

Monday, February 23: Summit Day

8:40 AM Search: Keynote Panel Discussion: Balancing Your Search Efforts: Keeping Up with Traditional Search While Optimizing for AEO (Answer Engine Optimization)

Online shoppers expect instant, accurate answers every time they search—whether browsing through Google or tapping into AI-powered engines. With new technologies reshaping discovery, retailers face the challenge of excelling in both traditional search and the evolving realm of Answer Engine Optimization (AEO). In this session, leading search strategists reveal how to balance proven SEO best practices with innovative AEO techniques, ensuring retail brands remain visible, authoritative, and ready for the next wave of digital consumer behavior by:

Staying on top of updates from Google and Meta to keep up with their evolving priorities
Shifting focus to how LLM’s are completely changing how customers discover you
Prioritizing rich content over keywords to show up in AEO searches
Balancing the priorities of traditional search engines and LLM’s to make sure you’ve account for both