XEO (Experience Engine Optimization) focuses on optimizing content for AI-driven search, voice assistants, and answer engines by prioritizing user intent, context, and experience. It redefines search visibility by ensuring brands are discoverable across conversational, zero-click, and multi-modal search environments.

MarketingProfs is hosting a webinar, ‘XEO and the Future of Search’ on Friday, January 30, 2026, at 11.30 pm ET.

The MarketingProfs team says, “AI-powered search is here—and only getting bigger.

And while they both build trust and authority, the rules of traditional SEO and the new AI-powered search game aren’t the same.

If your brand relies on organic search to get found or get sales, you can’t afford to fall behind. You need to switch up your game plan.

Welcome to XEO: Cross Engine Optimization, the intersection of SEO, GEO, and all things AI search.

Join MarketingProfs and Search Engine Journal for this free online event on January 30, featuring leading experts covering what’s changed and what to do now to get found, wherever your target audience searches. With two tracks featuring sessions focused on what works today to boost your presence in both search engines and AI chatbot responses, you’ll learn how to optimize your brand and your content to get discovered everywhere.

AI is changing the way customers find solutions. Make sure they find you”.

XEO and the Future of Search

MarketingProfs