10/29/2026 2:00:00 PM
10:00AM - 12:30PM ET Online Training

Beyond SEO: How AI is Reshaping Search, Visibility and Digital Authority

Members: $140

Non-Members: $295

Members and Chartered Marketers* preferred pricing will be automatically applied. *Must be in good standing.

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Search hasn't disappeared. SEO hasn't disappeared. But the way people discover information and the way organizations, brands and people earn visibility is changing rapidly.

For more than two decades, marketers have optimized websites to improve search engine rankings. While those fundamentals remain important, AI-powered search experiences, answer engines and large language models are changing how information is discovered, synthesized and recommended. Increasingly, organizations need to think beyond traditional SEO to build visibility, credibility and authority across an evolving digital landscape.

In this session, marketing strategist and educator Su McVey explores how search is evolving, what remains foundational, and where marketers should adapt their strategies. Participants will learn why expertise, trusted content, digital authority and thoughtful website architecture are becoming increasingly important in a world where both people and AI influence discovery.

Rather than focusing on technology for technology's sake, this seminar provides a practical marketing perspective on how organizations can evolve their digital strategies while continuing to build trust, improve visibility and support better customer decision-making.

Group rates: CMA offers special rates for groups. Please reach out to learning@thecma.ca to take advantage of group rates. Note: for group rates to apply, all registrations must be completed at the same time.

By the end of this seminar participants will be able to:

  • Understand how AI is changing the way customers search for and discover information.
  • Distinguish between traditional SEO fundamentals and emerging AI-driven search experiences.
  • Recognize why authority, expertise and trust are becoming increasingly important signals of digital visibility.
  • Identify how website structure, content strategy and digital assets should evolve to remain discoverable.
  • Evaluate practical opportunities to improve organizational visibility across both traditional search engines and AI-powered platforms.

This seminar is designed for:

  • Marketing professionals
  • Digital marketers
  • Brand managers
  • Communications professionals
  • Business owners and entrepreneurs
  • Marketing leaders and executives

Part 1: The New Discovery Landscape

Part 2: Strategic Pillars of Digital Authority

Part 3: Interactive Audit / Action Framework

Participants will leave with:

  • A clear understanding of how search and digital visibility are evolving.
  • Practical insight into what has changed and what has not.
  • Greater confidence in adapting existing SEO and digital marketing strategies.
  • Practical recommendations for strengthening website architecture, content strategy and digital authority.
  • How to optimize for AI engines alongside Search Engine Results Pages (SERPs).
  • A better understanding of how AI is influencing customer discovery and why marketing fundamentals remain more important than ever.

Su McVey

Su McVey is a former senior marketing executive, professor, strategist and speaker with more than 30 years of experience helping organizations adapt to changing markets, evolving customer expectations and emerging technologies.

Throughout her career, Su held senior leadership positions across financial services, telecommunications and technology, leading marketing, customer experience, digital transformation and organizational change initiatives for national organizations. Her work has consistently focused on helping leaders and employees understand change, recognize emerging opportunities and develop practical strategies for responding in an increasingly complex business environment.

For the past seven years, Su has partnered with the Canadian Marketing Association to help develop professional learning programs and facilitate courses for marketing professionals across Canada. She is recognized for translating complex ideas into practical, actionable insights that participants can immediately apply in their organizations.

In addition to her work with the CMA, Su is a professor at Seneca Polytechnic and George Brown College, where she teaches digital marketing, creative advertising, and career development and management. She also advises organizations on digital visibility, marketing strategy and the opportunities created by AI and emerging technologies.

Su believes that change is constant and it presents opportunities to those who can recognize what change makes possible and who are willing to do the work to realize it. Her presentations challenge audiences to think differently, ask better questions and leave with actionable frameworks they can apply immediately.

speaker

Su McVey

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