TLC Panel: Accessibility, AI Discoverability, & SEO

Hi TLCers,

Over the last year, many of us have been watching a fundamental shift occur in how people discover, evaluate, and choose products and services.
Increasingly, AI systems are shaping customer perception, comparisons, trust, and purchase intent before a visitor ever reaches a website. For some organizations, the website may be shifting from a place of discovery into a place of confirmation.
If that’s true, what does it mean for all of us??? What does it mean for:

• experimentation teams?

• SEO strategy?

• accessibility?

• structured content?

• UX and digital journeys?

• measurement and optimization?

And perhaps most importantly: What should organizations actually DO about it?
Join me as we welcome back some super smart guests to talk about a really important topic:

• Sani Manic, Co-Moderator, NoHacks (technical SEO & AI discoverability)

• Alisa Scharf, Seer Interactive (AI discoverability & search strategy)

• Shirley van Haalem, Online Dialogue (accessibility, semantic structure, and machine readability)

Join us for a practical, cross-disciplinary conversation exploring the growing convergence between accessibility, SEO, AI discoverability, and experimentation.
Topics will include:

• Why AI-referred traffic may behave differently from traditional traffic

• The shift from “website as discovery” to “website as confirmation”

• Why semantic structure and machine readability suddenly matter more

• Accessibility as both a usability and competitive advantage

• Structured content, AI agents, and machine-consumable experiences

• How experimentation teams may need to rethink metrics, journeys, and validation methods

• Upstream influence and “brand impact” experimentation

• Why websites still matter, but optimization may need to change

• What human-centered design looks like in an AI-mediated ecosystem

This won’t be a “hack your AI rankings” discussion.
It will be a thoughtful discussion about how digital decision-making itself may be evolving, and how organizations can respond in ways that are measurable, meaningful, and genuinely useful for humans.

Join the conversation June 12th

8 AM Pacific | 9 AM Mountain | 10 AM Central | 11 AM Eastern | 5 PM Porto | 5 PM Amsterdam

For those of you interested, here's some of the stuff we're reading and writing right now that inspired this conversation:

• AI Can't Read Your Damn Website (humans can't either) https://testandlearn.community/blog/ai-cant-read-your-damn-website-humans-cant-either

• The Funnel Didn’t Break. It Just Moved https://testandlearn.community/blog/the-funnel-moved

• Google AI Optimization Guide https://developers.google.com/search/docs/fundamentals/ai-optimization-guide?hl=en#agentic-experiences

• Ignore for Google Search Is Not Ignore for AI Agents https://nohacks.co/blog/ignore-for-google-search-is-not-ignore-for-ai-agents

• How Accessibility Prepares Your Website for AI Search https://smithandconnors.com/insights/how-accessibility-prepares-your-website-for-ai-search

• Web Accessibility ROI, SEO Traffic, AI Bot & Agent Optimization https://www.accessibility.works/blog/web-accessibility-roi-seo-traffic-ai-bot-agent-optimization/

• The GEO Olympics Study: What 231,347 LLM Responses Reveal About AI Brand Visibility https://www.seerinteractive.com/insights/what-ai-thinks-about-your-brand-is-already-written

*Zoom details will be shared on the TLC Slack community on the day of the event!

You can also now subscribe directly to the event calendar to the left.