XEO (Experience Engine Optimization) represents the shift from keyword-centric SEO to optimizing content for AI-driven, intent-aware search experiences across platforms. As search evolves into conversational, predictive, and multi-modal journeys, XEO focuses on delivering context-rich, trustworthy, and user-centric experiences that search engines—and users—value most.

MarketingProfs in partnership with Search Engine Journal is hosting “XEO and the Future of Search” a free virtual conference on January 30, 2026.

It’s designed for marketers and business professionals to understand how search is changing — especially with AI chatbots, large language models, and new discovery methods — and how to optimize content and brands accordingly.

The event features multiple expert-led sessions, such as:

Keynotes & Sessions

  • Opening Keynote: “SEO Reality Check: What Broke in 2025 and How to Fix It in 2026”* — by Andy Crestodina, covering current disruptions in organic traffic and adapting strategies.

  • Brand Story & Authority: How consistent brand narratives improve search and AI recognition.

  • AI Optimization (AIO): Creating content structured for AI comprehension versus traditional keyword focus.

  • GEO Guidance for CMOs: Strategic use of generative engine optimization.

  • UX Improvements for Search: UX changes that improve visibility in both search engines and AI results.

  • Attribution & ROI: How to prove the value of modern search marketing.

  • Zero-Click Conversions: Strategies to capture value even when users don’t click through.

  • Ask An Expert Session: Live Q&A with industry leaders about applying XEO in practice.

These sessions blend strategic insights with actionable tactics for content, SEO, AI readiness, and measurement.

XEO and the Future of Search

MarketingProfs