SearchNorwichXL

SearchNorwichXL is the expansion from the region's longest-running search marketing meetup into an unforgettable one-day conference.

We're very excited to welcome some of the best SEO speakers in the world and more than 200 enthusiastic search professionals to Norwich's historic Maddermarket Theatre.

SearchNorwichXL will feature 12 of the very best SEO experts from companies such as Google, Shopify and Wise.

Across 8 talks and a panel of 4 experts, the conference will cover a range of topics including AI search optimisation, technical SEO for Shopify, how Google's index actually works, and multimodal search.

Making new connections and networking is always a key part of a good conference experience and SearchNorwichXL is no exception. Attendees can network in an open, inclusive setting full of friendly faces, industry veterans and future collaborators.

With over 200 attendees, there will opportunities to swap tips, stories and ideas with friends both old and new. Plus we encourage everyone to share their SearchNorwichXL experience on social media.

Info: Registration opens for attendees to get their name badges, lanyards and some coffee.

Info: Search has evolved into a multi-platform discovery ecosystem. Being “everywhere” sounds like the solution, yet many brands with massive visibility still struggle to be found, understood, or remembered. This talk will break down how discoverability actually works in today’s fragmented search landscape, where most strategies break down, and how to tell whether your visibility is producing real impact, or just nice-looking dashboards.

Info: As AI prompts become more prolific, most SEOs started looking for clicks that were never going to materialize and then looked to get cited in every relevant AI LLM response. But it turns out this is not the place to start. You first need to focus on accuracy, then content, then reach... before you will see any response in your prompt tracking.

Info: One of the elephants in the room for our industry is that most SEO testing still happens in production. At best, we may have a pre-prod environment. But because SEO validation is typically siloed from engineering, we often rely on luck to catch issues before they go live. This session reframes SEO from a reactive checklist into a system of automated SEO guardrails. Learn how to simulate Googlebot-like rendering within a CI/CD workflow to catch regressions and block the build before it ships. Stop testing in production. Start shipping with confidence.

Info: In this session, Giulia shares the results of a study exploring whether people’s nervous systems react differently to AI-generated versus human-created content. The study showed that the strongest driver was the subjective brand experience. Participants weren’t responding to AI or human craft; they were responding to what the brand already meant to them. The more decisive factors, the set of visceral reactions that guide user actions, remains something we can still influence.

Info: Adam will be talking about how Google decides which pages are indexed and appear in Google search results.

Info: Machines can see, read and hear your content, sometimes all at once. This talk provides best practices when it comes to multimodal optimization so that your videos, images, and podcasts are cited in AI search results.

Info: The official SearchNorwichXL after-party - hosted at Dead Wax Norwich.

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