Recent Talks

Improving Search for CX with the "Jobs To Be Done" Framework Talk Cover by Heather Physioc

Improving Search for CX with the “Jobs To Be Done” Framework

Know me, understand me, serve me. Learn how search fits into a Customer Experience (CX) framework to create value at every stage of a connected journey – even as the search experience becomes more fragmented. Heather Physioc, Chief Discoverability Officer at VML, will share how to tap into the goldmine of search data to reveal themes, trends, and truths about audiences and their behaviors to shape richer CX journeys. This actionable framework can help you use search data to validate and challenge customer journeys, benchmark and measure CX performance, and provide customers with more of the value and ease they expect at every interaction.

Competitive Advantage: Finding & Communicating Yours in a Crowded & Changing Search Landscape

SEO isn’t dead — it’s commoditized. In a world where search companies are a dime a dozen and brands tout bland “unique selling propositions” that aren’t unique at all, how can you avoid drowning in the sea of sameness? What are you doing that’s any different from every other firm? In this talk, you’ll learn how to find, activate, and articulate your competitive advantage. Learn how to identify unique strengths and innovative offerings that equate to competitive advantage through these real, working examples so you can bring them to life in search. You’ll leave with actionable tips and homework to help your search business stand out — and that you can use with clients to help them find their competitive edge, too.

Speaking History

DigitalzoneMENANovember 2023Digitalzone 2023
BrightonSEO USASan Diego, USANovember 2023BrightonSEO USA 2023
WebbdagarnaStockholm, SwedenApril 2023
Friends of SearchAmsterdam, NetherlandsMarch 2023
DigitalZoneIstanbul, Turkey (Online)December 2022
BarbadosSEOSaint John, BarbadosNovember 2022
Atlassian Team ’21Worldwide (Online)May 2021
In Marketing We TrustAustralia, Singapore (Online)February 2021
SEOconJakarta, Indonesia (Online)February 2021
Drupal FlyOverKansas City, USA (Online)September 2020
MozConSeattle, USA (Online)July 2020
BrightonSEOVirtual Summit (Online)May 2020
PubCon AustinAustin, USAFebruary 2020
BrightonSEOBrighton, UKNovember 2019
SearchLoveSan Diego, USAOctober 2019
SearchLoveLondon, UKApril 2019
MozConSeattle, USAJuly 2018
SEMPO CitiesKansas City, USASpring 2018
MozConSeattle, USAJuly 2017
MozCon LocalSeattle, USAFebruary 2017
KCDMA SummitsKansas City, USA2017-2020
PRSA OmahaOmaha, USA2016
TEDxWomen KC (Host)Kansas City, USA2016
PRSA Mid-MissouriColumbia, MO, USA2015-2016
KCSEMAKansas City, USA2015
WordCampKansas City, USA2015
AACSPhoenix & Orlando, USA2010-2014

Other work:

  • PAST LECTURES: University of Kansas School of Journalism, University of Missouri School of Journalism, Rockhurst University
  • PRESS QUOTES & COVERAGE: Advertising Age, Forbes, Digiday, CampaignUS, MediaPost, 4As, Shots, LBB, Kansas City Star, Glass Digital, Kansas City Business Journal, the national Business Journals.
  • PODCAST INTERVIEWS: Experts on the Wire, Adventure Outdoors Series, ZipSprout, Behind the SEOs, RC Squared, Human-Centered

Talk Recordings