Ken "Magma" Marshall and David Bain discuss how rather than focusing on SEO, you should focus on HEO. "Human Engagement Optimization"
Discussion points include:
What is "Human Engagement Optimization"?
How do you focus on creating web content with the user intent and needs in mind?
Show should you use AI / ML?
How do you know what your user or customer expects?
How do you ensure that you are delivering excellent experiences?
Why will Keyword data matter less?
How do you get more sophisticated around attribution?
How do you know which keywords have made a company most profitable?
How do you measure "Human Engagement Optimization"?
SEO in 2026