Lazarina Stoy shares how to start understanding your users through research and query semantics. Lazarina says: “Learn how to incorporate and scale query semantics and user research, with the help of AI and machine learning.” What are query semantics? “Query semantics means understanding anything that relates to how users search. It's not just the words that are being typed, but also the context of where they're being typed, the device being used, the platform people choose, and why they choose it in different situations. It's also different types of user signals, like trends or the user’s search history.

Emina Demiri-Watson shares that focussing on your audience can help you avoid getting bogged down in what technology can offer. Emina says: “First of all, don't get bogged down with all of the flashy terms. We're all talking about fan-out, chunking, and cosine similarity. All of that is amazing, I love technology, but also go back to the basics of marketing and who your audience is. Those tools are brilliant as a way to help you understand your audience better, but they are not the goal in themselves. Understand the basics first.”

Silvi Nuñez shares that in an AI-heavy world where content feels generic, localized and culturally aware content becomes a powerful SEO strategy in 2026. Talking points include: What is localized and culturally aware content? How do you localize content as effectively as possible? How do we make content more culturally aware? How do we measure the impact of this? Why is this a powerful SEO strategy? How do we incorporate this as part of an overarching SEO strategy?