The primary way that most summit hosts get their summits in front of new audiences is through speaker promotions. But when it comes to other forms of summit promotion, one that often gets overlooked is SEO. It often feels too complicated, and with recent changes and the rise of AI, you might even wonder if SEO is even effective anymore. But the truth is, SEO isn't dead, it's just evolving. And as a summit host, you're actually in the perfect position to take advantage of these changes.
This week, I'm chatting with Maria Elena Duron, a certified chief AI officer and visibility strategist who helps businesses get found faster in our AI-powered world. In this episode, you'll learn how AI is changing search, what summit hosts need to know to stay visible, and practical ways to optimize your summit content so it keeps working for you long after your event ends.
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Episode at a glance:
[01:12] Maria's journey from traditional SEO to AI-powered search
Maria shares how she got access to AI a full year before it became available to the public in November 2022. She started experimenting with it and realized this wasn't just a new tool - it was a complete shift in our operating system. Just like Windows or Mac, AI is fundamentally changing how search works, and all businesses need to understand this evolution to get found.
"AI is a different operating system. Some people are going to take to it right away. Some are not, but all of search is powered by it now, and that's something we all have to be aware of as small businesses, because we have to get found."
[03:48] Why summit hosts are in the perfect position for AI search
SEO has evolved into AEO (Answer Engine Optimization). This means that people aren't typing in keywords to try to find information anymore. They're speaking in full sentences and asking complete questions. If you can have those questions everywhere - in your audio, video, and written content - you have a huge advantage over big companies who have to spend time figuring out what their audience even wants to know.
"You are closer to your actual summit attendee, so you know what they're looking for. You know some of the questions they've asked because they have asked you directly. Now if you can put that in a digital format that makes it easy for AI to pick you up."
[06:23] The biggest mistake summit hosts make with their speaker pages
Many hosts delete everything after their summit ends, and that's a huge missed opportunity. Those speaker pages are rich with SEO value and authority you've built. Instead of taking everything down, Maria suggests keeping snippets available - maybe a 2-3 minute clip from each presentation with a summary and an option for people to purchase the full bundle. This way, your content continues working for you and building authority with search engines.
"Don't just delete it and start with a new page. Make sure that you're taking advantage of the full fact that you've got some confidence building that you've done already with the search engine and with all the platforms. Lean into that. Use it to your advantage."
[09:50] How to optimize your summit content for AI search
Maria breaks down practical ways to make your summit discoverable, including how to structure your speaker pages, what to include in video descriptions, and why timestamps matter more than you think. She also shares how AI-powered platforms like Perplexity and ChatGPT are changing the game - and how you can make sure your summit shows up in these new search experiences.
[15:06] What "human-led" really means in an AI-powered world
This is where Maria's approach really stands out. Being human-led means you apply your expertise about who your audience is and how they search. AI doesn't have a unique voice or perspective - it mirrors what you give it. The average person just copies and pastes AI-generated content, and people can feel when something's off. Your job is to start with AI as a brainstorming partner, then add your unique layer on top of it.
"You can start with AI. It's a great brainstorming partner, but then you've got to add your human layer, because you have a unique perspective. AI doesn't have a side or it doesn't have a point of view at all."
[17:27] The "human filter" test for your content
If someone reading your content can tell AI wrote it, you're missing a connection with your audience. Even if they don't consciously notice, they'll feel something is off. Your unique voice, your perspective, your "north star" needs to come through. That's what creates the connection that converts attendees into customers!
"Your north star needs to come across there. You are so passionate about what you're doing and why you're doing it - something that AI has trouble putting its mind around. So you can put that in."
About Maria Elena Duron
Maria Elena Duron is an AI and Visibility Strategist, Certified Chief AI Officer (CAIO), and the founder of Smart Brand System™. She helps small businesses, consultants, and content-driven brands get seen, trusted, and chosen across Google, AI-powered search, and trust-based platforms.
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