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Friends of Search 2025 > Google Changed the Rules of SEO: The Aftermath, 1 Year Later
Internationally acclaimed speakersPrestigious award showDrinks & Bites12th edition

Google Changed the Rules of SEO: The Aftermath, 1 Year Later

Lily Ray

09:45 - 10:20

Google introduced a variety of new spam policies, core updates, AI products and more throughout 2024. Between the rise of AI Overviews, to far-reaching algorithm updates and penalties affecting all types of websites, what happened, and how did this change the SEO landscape?

Lily Ray

Vice President, SEO Strategy & ResearchAmsive Digital

Lily Ray is the VP of SEO Strategy and Research at Amsive Digital, where she provides strategic leadership for the agency’s SEO client programs. Born into a family of software engineers, web developers, and technical writers, Lily brings a strong technical background, performance-driven habits, and forward-thinking creativity to all programs she oversees. Lily began her SEO career in 2010 in a fast-paced start-up environment and moved quickly into the agency world, where she helped grow and establish an award-winning SEO department that delivered high-impact work for a fast-growing list of notable clients, including Fortune 500 companies. Lily has worked across a variety of verticals with a focus on retail, e-commerce, b2b, and CPG sites. She loves diving into algorithm updates, assessing quality issues, and solving technical SEO mysteries.

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