Program

Friends of Search 2025 > Speakers > Program

March 21

Alle
PPC
Privacy
SEO
Trends

	Room 1 - SEO	Room 2 - PPC	Room 3 - Deepdive
08.15	Moderator Room 1 08.15 08.30	Moderator Room 2 08.15 08.30	Moderator Room 3 08.15 08.30
08.30	Doors open 08.30 09.45
08.45
09.00
09.15
09.30
09.45	Opening Friends of Search Spreker: Reuben Milne 09.45 10.00
10.00	The Impact of AI in SEO: How is it going and What to Expect Next 10.00 10.30	Confessions of a Performance Marketing Man: Unraveling the Agency Paradox 10.00 10.30
10.15
10.30	Say Goodbye to Boring Outreach: AI-Powered Emails for Link Building 10.35 11.05 Break 11.05 11.25 IKEA.COM: How to Scale SEO the IKEA Way 11.25 11.55	Durable, next gen 1P data integrations to fuel AI 10.35 11.05 Break 11.05 11.25 AI in Action: Beyond the hype of Gen AI 11.25 11.55	Vision forward: Tracing Image SEO from its roots to AI-enhanced horizons 10.35 11.05 Break 11.05 11.25 Good sitespeed is not important for SEO. But its absolutely necessary. Learn how and why 11.25 11.55
10.45
11.00
11.15
11.30
11.45
12.00	Scaling SEO: Learnings for All Site Types 12.00 12.30	Intergamma's omni-channel journey in search 12.00 12.30	AI-proof your Marketing Team: A Roadmap to Integration and Impact 12.00 12.30
12.15	Scaling SEO: Learnings for All Site Types 12.00 12.30	Intergamma's omni-channel journey in search 12.00 12.30
12.30	Lunch 12.30 13.15	Lunch 12.30 13.15	Lunch 12.30 13.15
12.45
13.00
13.15	Announcement winners Friends of Search Awards 13.15 13.30
13.30	Winner Friends of Search Awards (SEO) 13.35 14.05 Make Inclusion The Default: Actionable strategies to make your content more inclusive while avoiding FOMU (yes, FOMU) 14.10 14.40	Winner Friends of Search Awards (PPC) 13.35 14.05
13.45
14.00
14.15
14.30
14.45	What the best do best: patterns across successful companies 14.45 15.15	Balancing PPC Innovations & Proven Strategies 14.45 15.15	Brace for impact: the new bigtech rules from Brussels are here! 14.45 15.15
15.00		Balancing PPC Innovations & Proven Strategies 14.45 15.15
15.15	Break 15.15 15.35 How Coolblue demonstrated E-E-A-T before it was cool 15.35 16.05 Headless SEO: A Survival Guide In 8 Steps 16.10 16.40	Break 15.15 15.35 Campaign Structure in the Age of AI 15.35 16.05 Why you should not always follow Google's PPC advice 16.10 16.40	Break 15.15 15.35 What's Happening with Your Microsoft Advertising's Search Campaigns? 15.35 16.05 Mastering Off-Page SEO for Long-Term Success: Strategies that Work 16.10 16.40
15.30
15.45
16.00
16.15
16.30
16.45	SEO myths debunked with Kevin, Arnout, Lidia and Roxana 16.45 17.15	AMA about PPC with Navah, Gianluca & Martin 16.45 17.15
17.00		AMA about PPC with Navah, Gianluca & Martin 16.45 17.15
17.15	Drinks & Bites 17.15 19.00	Drinks & Bites 17.15 19.00	Drinks & Bites 17.15 19.00
17.30
17.45
18.00
18.15
18.30
18.45

	Room 1 - SEO	Room 2 - PPC	Room 3 - Deepdive
08.15			Moderator Room 3 08.15 08.30
08.30	Doors open 08.30 09.45
08.45
09.00
09.15
09.30
09.45
10.00		Confessions of a Performance Marketing Man: Unraveling the Agency Paradox 10.00 10.30
10.15
10.30		Durable, next gen 1P data integrations to fuel AI 10.35 11.05 Break 11.05 11.25 AI in Action: Beyond the hype of Gen AI 11.25 11.55
10.45
11.00	Break 11.05 11.25		Break 11.05 11.25
11.15	Break 11.05 11.25		Break 11.05 11.25
11.30
11.45
12.00		Intergamma's omni-channel journey in search 12.00 12.30
12.15		Intergamma's omni-channel journey in search 12.00 12.30
12.30
12.45
13.00
13.15
13.30		Winner Friends of Search Awards (PPC) 13.35 14.05
13.45
14.00
14.15
14.30
14.45		Balancing PPC Innovations & Proven Strategies 14.45 15.15
15.00		Balancing PPC Innovations & Proven Strategies 14.45 15.15
15.15	Break 15.15 15.35	Break 15.15 15.35 Campaign Structure in the Age of AI 15.35 16.05 Why you should not always follow Google's PPC advice 16.10 16.40	Break 15.15 15.35 What's Happening with Your Microsoft Advertising's Search Campaigns? 15.35 16.05
15.30	Break 15.15 15.35
15.45
16.00
16.15
16.30
16.45		AMA about PPC with Navah, Gianluca & Martin 16.45 17.15
17.00		AMA about PPC with Navah, Gianluca & Martin 16.45 17.15
17.15	Drinks & Bites 17.15 19.00	Drinks & Bites 17.15 19.00	Drinks & Bites 17.15 19.00
17.30
17.45
18.00
18.15
18.30
18.45

Room 1 - SEO

Doors open
08.30 - 09.45
Break
11.05 - 11.25
Break
15.15 - 15.35
Drinks & Bites
17.15 - 19.00

Room 2 - PPC

Confessions of a Performance Marketing Man: Unraveling the Agency Paradox
10.00 - 10.30
Durable, next gen 1P data integrations to fuel AI
10.35 - 11.05
Break
11.05 - 11.25
AI in Action: Beyond the hype of Gen AI
11.25 - 11.55
Intergamma's omni-channel journey in search
12.00 - 12.30
Winner Friends of Search Awards (PPC)
13.35 - 14.05
Balancing PPC Innovations & Proven Strategies
14.45 - 15.15
Break
15.15 - 15.35
Campaign Structure in the Age of AI
15.35 - 16.05
Why you should not always follow Google's PPC advice
16.10 - 16.40
AMA about PPC with Navah, Gianluca & Martin
16.45 - 17.15
Drinks & Bites
17.15 - 19.00

Room 3 - Deepdive

Moderator Room 3
08.15 - 08.30
Break
11.05 - 11.25
Break
15.15 - 15.35
What's Happening with Your Microsoft Advertising's Search Campaigns?
15.35 - 16.05
Drinks & Bites
17.15 - 19.00

	Room 1 - SEO	Room 2 - PPC	Room 3 - Deepdive
08.30	Doors open 08.30 09.45
08.45
09.00
09.15
09.30
09.45
10.00
10.15
10.30
10.45
11.00
11.15
11.30
11.45
12.00
12.15
12.30
12.45
13.00
13.15
13.30
13.45
14.00
14.15
14.30
14.45			Brace for impact: the new bigtech rules from Brussels are here! 14.45 15.15
15.00
15.15	Break 15.15 15.35	Break 15.15 15.35	Break 15.15 15.35
15.30	Break 15.15 15.35	Break 15.15 15.35	Break 15.15 15.35
15.45
16.00
16.15
16.30
16.45
17.00
17.15	Drinks & Bites 17.15 19.00	Drinks & Bites 17.15 19.00	Drinks & Bites 17.15 19.00
17.30
17.45
18.00
18.15
18.30
18.45

Room 1 - SEO

Doors open
08.30 - 09.45
Break
15.15 - 15.35
Drinks & Bites
17.15 - 19.00

Room 2 - PPC

Break
15.15 - 15.35
Drinks & Bites
17.15 - 19.00

Room 3 - Deepdive

Brace for impact: the new bigtech rules from Brussels are here!
14.45 - 15.15
Break
15.15 - 15.35
Drinks & Bites
17.15 - 19.00

	Room 1 - SEO	Room 2 - PPC	Room 3 - Deepdive
08.15	Moderator Room 1 08.15 08.30	Moderator Room 2 08.15 08.30	Moderator Room 3 08.15 08.30
08.30
08.45
09.00
09.15
09.30
09.45	Opening Friends of Search Spreker: Reuben Milne 09.45 10.00
10.00	The Impact of AI in SEO: How is it going and What to Expect Next 10.00 10.30
10.15
10.30	Say Goodbye to Boring Outreach: AI-Powered Emails for Link Building 10.35 11.05 Break 11.05 11.25 IKEA.COM: How to Scale SEO the IKEA Way 11.25 11.55		Vision forward: Tracing Image SEO from its roots to AI-enhanced horizons 10.35 11.05 Break 11.05 11.25 Good sitespeed is not important for SEO. But its absolutely necessary. Learn how and why 11.25 11.55
10.45
11.00		Break 11.05 11.25
11.15		Break 11.05 11.25
11.30
11.45
12.00	Scaling SEO: Learnings for All Site Types 12.00 12.30		AI-proof your Marketing Team: A Roadmap to Integration and Impact 12.00 12.30
12.15	Scaling SEO: Learnings for All Site Types 12.00 12.30
12.30	Lunch 12.30 13.15	Lunch 12.30 13.15	Lunch 12.30 13.15
12.45
13.00
13.15	Announcement winners Friends of Search Awards 13.15 13.30
13.30	Winner Friends of Search Awards (SEO) 13.35 14.05
13.45
14.00
14.15
14.30
14.45	What the best do best: patterns across successful companies 14.45 15.15
15.00
15.15	Break 15.15 15.35 How Coolblue demonstrated E-E-A-T before it was cool 15.35 16.05 Headless SEO: A Survival Guide In 8 Steps 16.10 16.40	Break 15.15 15.35	Break 15.15 15.35
15.30		Break 15.15 15.35	Break 15.15 15.35
15.45
16.00			Mastering Off-Page SEO for Long-Term Success: Strategies that Work 16.10 16.40
16.15
16.30
16.45	SEO myths debunked with Kevin, Arnout, Lidia and Roxana 16.45 17.15
17.00
17.15	Drinks & Bites 17.15 19.00	Drinks & Bites 17.15 19.00	Drinks & Bites 17.15 19.00
17.30
17.45
18.00
18.15
18.30
18.45

Room 1 - SEO

Moderator Room 1
08.15 - 08.30
Opening Friends of Search
09.45 - 10.00
The Impact of AI in SEO: How is it going and What to Expect Next
10.00 - 10.30
Say Goodbye to Boring Outreach: AI-Powered Emails for Link Building
10.35 - 11.05
Break
11.05 - 11.25
IKEA.COM: How to Scale SEO the IKEA Way
11.25 - 11.55
Scaling SEO: Learnings for All Site Types
12.00 - 12.30
Lunch
12.30 - 13.15
Announcement winners Friends of Search Awards
13.15 - 13.30
Winner Friends of Search Awards (SEO)
13.35 - 14.05
What the best do best: patterns across successful companies
14.45 - 15.15
Break
15.15 - 15.35
How Coolblue demonstrated E-E-A-T before it was cool
15.35 - 16.05
Headless SEO: A Survival Guide In 8 Steps
16.10 - 16.40
SEO myths debunked with Kevin, Arnout, Lidia and Roxana
16.45 - 17.15
Drinks & Bites
17.15 - 19.00

Room 2 - PPC

Moderator Room 2
08.15 - 08.30
Break
11.05 - 11.25
Lunch
12.30 - 13.15
Break
15.15 - 15.35
Drinks & Bites
17.15 - 19.00

Room 3 - Deepdive

Moderator Room 3
08.15 - 08.30
Vision forward: Tracing Image SEO from its roots to AI-enhanced horizons
10.35 - 11.05
Break
11.05 - 11.25
Good sitespeed is not important for SEO. But its absolutely necessary. Learn how and why
11.25 - 11.55
AI-proof your Marketing Team: A Roadmap to Integration and Impact
12.00 - 12.30
Lunch
12.30 - 13.15
Break
15.15 - 15.35
Mastering Off-Page SEO for Long-Term Success: Strategies that Work
16.10 - 16.40
Drinks & Bites
17.15 - 19.00

	Room 1 - SEO	Room 3 - Deepdive
08.15		Moderator Room 3 08.15 08.30
08.30	Doors open 08.30 09.45
08.45
09.00
09.15
09.30
09.45
10.00
10.15
10.30
10.45
11.00
11.15
11.30
11.45
12.00
12.15
12.30
12.45
13.00
13.15
13.30
13.45
14.00	Make Inclusion The Default: Actionable strategies to make your content more inclusive while avoiding FOMU (yes, FOMU) 14.10 14.40
14.15
14.30

Room 1 - SEO

Doors open
08.30 - 09.45
Make Inclusion The Default: Actionable strategies to make your content more inclusive while avoiding FOMU (yes, FOMU)
14.10 - 14.40

Room 3 - Deepdive

Moderator Room 3
08.15 - 08.30

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