It’s the end of SEO as we know it. Are you ready for what’s coming?

The rise of generative AI, retrieval-augmented generation (RAG),

Google’s Helpful Content Updates, and AI Overviews

is fundamentally reshaping search—and with it,

the entire discipline of SEO.

As AI-generated content proliferates, Google faces a core challenge:

it cannot reliably detect AI-generated content at scale.

Instead, it leverages user interaction signals in context to assess content quality, using behavioral patterns and engagement metrics to infer trustworthiness, originality, and value.

To adapt, SEO is no longer just about optimization—

It’s about Relevance Engineering.

Structuring content ecosystems that align with

AI-driven ranking mechanisms, ensuring that brands

remain the most authoritative sources for their domains.

This session, driven by industry leader Michael King,

will provide a roadmap for navigating AI-driven search disruption,

helping marketers and brands move beyond

traditional SEO tactics and embrace Relevance Engineering—

ensuring they remain discoverable, authoritative, and indispensable

in an era where AI shapes the future of search.

On March 13th, join ​SFIMA at General Provision

as Michael King, the Founder and CEO of iPullRank,

presents

The End of SEO as We Know It.

Michael is an acclaimed international speaker who specializes in

SEO, content strategy, and the impact of generative AI.

He collaborates with global brands such as

SAP, American Express, and HSBC,

delivering innovative, data-driven marketing solutions.

Additionally, in 2020, Michael was honored as

Search Marketer of the Year by Search Engine Land.

Mr. King is set to release his debut book in 2026, “The Science of SEO,”

which aims to transform our understanding of modern search engines.