Adapt or Fade: New Rules, New Signals in the GenAI Search Era.
Your Old SEO Habits Won’t Save You – How to Navigate the GenAI Search Transformation
Formally with Bing and Yext
Duane Forrester has spent over two decades helping brands navigate the shifting tides of search, from his time leading webmaster outreach at Bing to advising on the front lines of AI-driven content strategy today. His recent work reframes SEO for a world where generative AI, retrieval pipelines, and zero-click surfaces are rewriting the rules for how content is discovered — and trusted.
At State of Search, Duane will share practical frameworks to help you replace old SEO habits with modern strategies for chunking, retrieval optimization, vector indexes, and trust signals. He’ll challenge you to push the pace inside your organization — because when GenAI changes faster than you do, invisibility is the default.
