Join us for a free event designed for marketers, business owners and content creators who want to stay ahead in the ever-changing world of search engine optimisation.
Discover how AI is transforming SEO strategies, learn how to create content that ranks and explore the tools and techniques that will dominate in 2026 and beyond.
Morning
9.00 - 10.00 - Networking
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This talk will cover the critical areas of optimising your digital strategy and provide objectives and tactics to consider.
Tristan will provide some insight into how EE are tackling the challenges of AI in search and give you actions to take away to repurpose for your businesses and clients.
About Tristan
Based in Market Harborough, Tristan James brings over 13 years of experience from a mix of agency and in-house roles from technical SEO manager to an agency head of SEO and work with some huge household names, notably his current role at EE, to deliver exceptional results in organic search.
Tristan's current role at EE is in the Marketplace and New Markets cluster, e-commerce heavy focus area. Growing new products and services organic performance and increasing visibility across multiple channels for our product offerings.
Tristan has been a key voice and thought leader in the brands response to AI in search delivering a wealth of insight and actionable tactics for the brand.
Tristan's focus this year has been educating the business on GEO and pushing for a shift in approach to content marketing and authority building SEO tactics.
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The industry is awaiting AI Mode to become the default on Google, once Ads are correctly in place, and also the hotly anticipated Ads in ChatGPT that are expected to arrive this year too.
This talk will be about SEO, GEO and paid search marketing broadly - and how the platforms are converging into a similar, unified experience.
About James
James Bavington is co-founder at StrategiQ, an award-winning digital marketing agency headquartered in Shoreditch, London.
He specialises in ecommerce, search marketing and how AI is reshaping discovery, with a strong technical background spanning WooCommerce, Shopify and Adobe Commerce.
James works hands-on with brands including GORE-TEX, OKA, The Air Ambulance Service, Zebra, Reuters, Itsu and Dorchester Collection to deliver measurable, performance-driven outcomes.
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AI has made content easier to produce than ever — yet many of us are seeing diminishing returns from SEO.
In this talk, Harry Evans from Care Launch will share how they use AI to support SEO strategy, improve content performance, and scale results responsibly.
Drawing on real client case studies that have generated over £5 million in revenue in the last 12 months, Harry will show where AI adds genuine value, and where it undermines long-term growth when used without strategy.
This session is a practical view of how AI fits into modern SEO workflows, what’s changing in content expectations, and what still needs to stay human if your search performance is going to last.
About Harry
Harry Evans is the Director of Care Launch, where he works hands-on with clients to turn SEO and content into real, measurable revenue, not just traffic and rankings.
He spends most of his time inside live campaigns: testing ideas, fixing what’s broken, and figuring out how AI can genuinely improve the way teams work without cutting corners.
Over the last 12 months, this approach has helped generate more than £10 million in revenue for clients.
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Search is moving beyond keywords toward natural, conversational experiences.
This session breaks down what conversational search really means in practice, how users are adopting it, and where it’s delivering real value today.
We’ll cover key growth trends, practical applications, and real use cases, along with how Cludo is building conversational search into its product roadmap.
Anna Wojciechowska is a Senior Product Manager at Cludo, based in Copenhagen, where she works on development and go-to-market strategy across core product areas, including AI-powered features.
She has been heavily involved in bringing AI innovations to market, with a strong focus on Generative AI and its application to search.
Anna works across Conversational AI, product discovery, and emerging technology trends, working hands-on with different models while also shaping roadmap priorities and customer-driven product strategy.
Her work bridges product strategy, technical experimentation, and real-world use cases to deliver meaningful value for both users and the business.
Elsa Hagman is a Customer Success Manager at Cludo, working closely with UK and Nordic customers to help them optimize search and user experience across their websites.
She partners with customers throughout their projects, supporting everything from search optimisation to the launch and adoption of AI-powered tools.
With a strong focus on real-world use cases, Elsa helps teams ensure users can quickly and easily find the right information, turning search insights into measurable improvements in engagement and performance.
Lunch
12.15 - 1.00: Buffet lunch provided by Barclays Eagle Labs
Afternoon
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The Cludo search demonstrated by Anna and Elsa before the lunch break has been integrated into West Northamptonshire Council's website since July 2025.
In this session, WNC's web team will explain the part Cludo plays in the overall improvement of the customer journey and share some of the unexpected insights it has produced.
They will also talk about the importance of accessibility in doing the SEO basics well and overcoming the challenges of presenting more than 900 public services through one website.
David Bevan is the Lead Content Designer at West Northamptonshire Council, this year reaching two decades working in local government. He has overseen several large-scale website migrations during this time, including the move to a unitary authority model in 2021.
As part of his role leading the content function at WNC, he works closely with services to continuously improve the online customer experience.
David has also been involved with the Digital Northants project since its inception in 2018, publishing more than 50 Digital Northants Stories to highlight innovative local people and organisations.
Chris Normington is a Digital Content and Improvement Officer at West Northamptonshire Council, joining the Council's web team in 2023. He specialises in the combination and practical use of accessibility, content design and search performance.
Chris uses Silktide to audit and elevate accessibility, content quality and technical performance across web services. He also leverages Cludo’s search analytics to understand real customer intent, identify content gaps and shape SEO‑driven improvements.
By combining the strengths of both platforms, he has developed an approach that aligns accessibility with SEO, ensuring that the content people need is both easy to find and easy to use.
Robyn Fisher is a Digital Content and Improvement Officer in the Web Team at West Northamptonshire Council, a role she’s been in since July 2024.
Coming from a customer-facing background as a Payroll Services Officer, with limited prior experience in web content and SEO, she’s grown her confidence by working with Cludo search data and customer feedback to understand how people really use the website.
Her work explores real search behaviour, including how residents search and navigate the website, uncovering unexpected and valuable insights that directly inform content improvements.
Olabisi Adewale is a Business Analyst on placement at West Northamptonshire Council, and a Master’s student at the University of Northampton.
She works in the Web Team where she supports services to better understand and take ownership of their web content. Olabisi focuses on developing dashboards and insights that help services see how their websites and content are performing, and where improvements can be made.
Through her placement, she has combined analytical skills with a strong understanding of service needs, helping bridge the gap between data, digital platforms and day-to-day service delivery.
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The SEO industry has a jargon problem. Every year there's a new acronym, a new specialism, and a new reason to panic. GEO, AEO, AISEO - the terminology keeps changing but the fundamentals haven't.
In this talk, Nikki draws on 30 years of SEO experience and her popular LinkedIn series "The GEO Bullshit Jargon Translator" to cut through the noise.
She'll translate the technical language that businesses are being sold into plain English, show what's genuinely changed and what's just been repackaged.
Attendees will get a clear, practical understanding of what their business needs to focus on to get found online - without buying into every new trend.
Attendees will leave knowing how to spot when they're being sold something they don't need, what SEO fundamentals still matter most for their business, and how AI fits into the picture without replacing everything they already know.
Nikki Pilkington is an SEO consultant with over 30 years of experience, working with B2B service businesses across the UK.
She specialises in turning websites that rank but don't convert into websites that bring in actual enquiries.
Her straight-talking approach to SEO has built a reputation for cutting through industry jargon and calling out trends that don't serve businesses.
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To round off the day, we’ll be bringing a panel together to connect the dots across sessions and revisit the ideas that will help shape your SEO strategy in the months ahead.
The panel will also open the floor to the audience, giving you the opportunity to ask final questions.
What you will learn
AI in SEO: How artificial intelligence is reshaping keyword research, content optimisation and ranking strategies
Content that converts: Practical tips for creating engaging, high-performing web content
Future trends: What’s next for SEO and how to prepare your business for algorithm changes
Tools and techniques: The best AI-driven platforms to streamline your SEO workflow
Why attend?
Stay ahead of competitors with cutting-edge SEO insights
Network with like-minded professionals and innovators
Gain actionable strategies you can implement immediately
Who should attend?
Marketing professionals
Business owners
Content creators
Anyone looking to boost their online visibility