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Program
08:30 AM
Doors open
schedule
08:30 AM - 09:30 AM
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Room 1
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09:30 AM
Opening Friends of Search
With Reuben Milne
schedule
09:30 AM - 09:40 AM
room
Room 1
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09:50 AM
1. Advanced SEO at Scale for Ecommerce & Marketplace Brands
With Brodie Clark
schedule
09:50 AM - 10:30 AM
room
Room 1
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2. Vibe Coding for Marketers: Build the Tools You Wish Existed
With Frederick Vallaeys
schedule
09:50 AM - 10:30 AM
room
Room 2
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10:35 AM
1. bol SEO case: beyond the Rankings, isolating the true impact of your SEO initiatives
With Sven Molenaar & Lisanne Reijnders
schedule
10:35 AM - 11:05 AM
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2. How AI Builds PPC Campaigns Today & What Agents Could Do Tomorrow
With Cindy Ebner
schedule
10:35 AM - 11:05 AM
room
Room 2
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3. Learn from Google’s Product team: Unlocking Intent with AI Max
With Oliver Kiderle & Tanja Winterberg
schedule
10:35 AM - 11:05 AM
room
Room 3
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11:05 AM
Morning Break
schedule
11:05 AM - 11:30 AM
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11:30 AM
1. Google & Rituals: Bridging Intent and In-Store Reality With Omnichannel
With Micaela Grau & Yannic Van Overbeeke & Ymke Van den Enden
schedule
11:30 AM - 12:00 PM
room
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2. The Content Hub Blueprint: A 10-Step Workflow for Classic and AI Search Visibility
With Gianluca Fiorelli
schedule
11:30 AM - 12:00 PM
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3. 5 category PR strategies to make you money in search and LLMs
With Luke Cope
schedule
11:30 AM - 12:00 PM
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Room 3
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12:05 PM
1. Stop Guessing, Start Knowing: Predicting Product Performance with PMax & Search
With Inderpaul Rai
schedule
12:05 PM - 12:35 PM
room
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2. From Hype to Impact: Re-Centring SEO Around Business Value
With Helen Pollitt
schedule
12:05 PM - 12:35 PM
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Room 2
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3. Pinterest: Beyond keywords, How visual search is reclaiming personal taste
With Katja Smith & Niki Lin
schedule
12:05 PM - 12:35 PM
room
Room 3
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12:35 PM
Lunch
schedule
12:35 PM - 01:25 PM
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01:25 PM
The New Architecture of the Web: AI Search, Agents, and Visibility
With Krishna Madhavan
schedule
01:25 PM - 02:05 PM
room
Room 1
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02:05 PM
Announcement winners Friends of Search Awards
schedule
02:05 PM - 02:20 PM
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02:25 PM
1. Winner Friends of Search Awards (SEO)
schedule
02:25 PM - 02:45 PM
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2. Winner Friends of Search Awards (PPC)
schedule
02:25 PM - 02:45 PM
room
Room 2
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02:50 PM
1. Measuring What Matters: Clicks Don’t Count
With Jono Alderson
schedule
02:50 PM - 03:20 PM
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2. Google Ads Audit for Ecom: Your Lighting Money On Fire
With Duane Brown
schedule
02:50 PM - 03:20 PM
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3. Technical SEO for AI search: optimizing for non-human visitors
With Jan-Willem Bobbink
schedule
02:50 PM - 03:20 PM
room
Room 3
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03:20 PM
Afternoon Break
schedule
03:20 PM - 03:45 PM
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03:45 PM
1. Google Ads Automation: When It Helps, When It Hurts
With Ameet Khabra
schedule
03:45 PM - 04:15 PM
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2. Forget EEAT! The long and short of SEO is fame
With Jes Scholz
schedule
03:45 PM - 04:15 PM
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3. Uncover the Power of Search on TikTok
With Işıl Sağer
schedule
03:45 PM - 04:15 PM
room
Room 3
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04:20 PM
1. What AI Means for Brands: How to Stay Visible, Relevant, and Chosen
With Aleyda Solis
schedule
04:20 PM - 05:00 PM
room
Room 1
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2. Paid Search Reporting Sucks (But It Doesn’t Have To)
With Amy Hebdon
schedule
04:20 PM - 05:00 PM
room
Room 2
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05:00 PM
Drinks & Bites for everyone
schedule
05:00 PM - 06:30 PM
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mood
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