Modern SEO: Optimizing for search engines and LLMs

Search has changed dramatically over the past 30 years, yet many marketers still rely on outdated SEO playbooks. As AI search results, knowledge graphs, and large language models reshape how information is discovered, modern optimization requires a broader and more strategic approach. Join NextNW for Modern SEO: Optimizing for Search Engines and LLMs, a practical conversation designed for advertising, marketing, creative, and digital professionals navigating today’s search landscape. Grant Simmons of Fiat Growth & Waikay and Zach Chahalis of iPullRank will break down the Three C’s of SEO: content, code, and credibility. Zach will explore how omnimedia content and digital PR strengthen credibility signals, while Grant will cover technical foundations including schema, SameAs entities, internal linking, and knowledge graph development. The session will also clarify how traditional SEO differs from emerging AI optimization approaches such as AEO and GEO.

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Grant Simmons - SEO Strategist & Consultant, Fiat Growth & Waikay

Grant Simmons is a veteran SEO strategist and dynamic speaker with 30+ years of experience helping brands grow through smarter search, stronger content, and modern digital strategy. Through his work with Fiat Growth and Waikay, he helps marketers understand where SEO is headed next and how to stay discoverable in a world shaped by AI and evolving search behavior.

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Zach Chahalis - Senior Director of SEO and Data Analytics, iPullRank

Zach Chahalis is the Senior Director of SEO and Data Analytics at iPullRank. Zach is an experienced SEO consulting veteran with 15 years of experience in SEO, digital marketing, and marketing analytics, focused on developing and executing strategies for Fortune 500 brands, including Under Armour, NAPA Auto Parts, GameStop, Michaels Stores, Warner Music Group, Sodexo, Apartments.com/CoStar Group, Extended Stay America, and Global Payments.

Zach's passion lies in data-driven marketing strategies and uniting marketing goals across the organization. His passion in SEO lies in deep technical SEO, especially working with website replatformings (he's done over 75 in his career), structured data and JavaScript SEO. Zach also has experience working both agency-side and in-house with companies of all shapes and sizes, ranging from local universities and regional home builders to national nonprofits, ecommerce brands, hotel groups, and multinationals.

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