Wayne is a digital marketing executive, thought leader & expert in search strategy and site experience as well as an international speaker with over 28 years’ experience in digital marketing, web strategy, and search. He heads the global SEO and site experience practice at iQuanti, an award-winning digital marketing agency. Wayne has worked with leading enterprise clients such as American Express, Chase, Discover, Goldman Sachs, 3M, Honeywell, and Mayo Clinic and his writings and blogs can be found in publications like Search Engine Journal, Search Engine Watch, Inc., CMO.com, and The Wallstreet Journal.
Day 1: Nov 6, 2025
4:15 pm
INDUSTRY EXPERT PRESENTATION
IMPROVING AI SEARCH VISIBILITY FOR BANKING & FINANCIAL SERVICES
As large language models (LLMs) transform how people discover information, the rules of visibility are shifting. Traditional SEO strategies—while still essential—must now align with how AI systems retrieve, rank, and generate responses. In this session, we’ll explore how LLMs work behind the scenes, the evolving criteria brands need to meet to earn visibility in AI-driven search, and the key overlaps (and differences) with conventional SEO.
- You’ll walk away with a clear understanding of:
- How LLMs process and surface information
- The criteria AI models use to determine trusted, useful content
- How to adapt SEO strategies to improve performance in AI-driven search environments
Day 2: Nov 7, 2025
