Friends of Search
De Kromhouthal
Gedempt Hamerkanaal 231, Amsterdam
11 maart 2027
@ 09:00 - 19:00
The preparations have officially started. For the 14th edition, we’re bringing the international search community together at the Kromhouthal in Amsterdam for a full day dedicated to the latest developments in SEO and PPC.
Search is changing fast. AI is transforming how people discover brands, how campaigns are managed and how results are measured. At Friends of Search 2027, we’ll bring together leading international experts to help you understand what these changes mean for your search strategy and what you can do about them.
For now: save the date. We hope to see you in Amsterdam on 11 March 2027.
Programma
The programme is still taking shape, but we can already give you a first look at some of the topics that will define Friends of Search 2027.
PPC topics
- AI & Automation
Where does AI add value to your PPC workflow, and when are scripts still the smarter choice? - Advertising in the AI Era
From ChatGPT Ads to new AI-driven advertising formats: what happens when search and advertising move into AI environments? - Agentic Commerce
What happens to ecommerce and paid search when AI agents increasingly search, compare and purchase on behalf of consumers? - Measurement & Tracking
How do you build reliable measurement as third-party cookies disappear and server-side tracking becomes increasingly important?
SEO topics
- AI Search & LLM Optimisation
How do you make sure your brand and content remain visible when discovery increasingly happens through LLMs and AI-generated answers? - SEO in a Zero-Click World
What does an effective SEO strategy look like when visibility no longer automatically results in website traffic? - Measuring AI Search
Rankings and clicks no longer tell the whole story. Which metrics help us understand performance in AI search? - SEO for Agents
How do you optimise when AI agents increasingly search, evaluate and make decisions on behalf of users?
Follow Friends of Search 2027
More than 700 search professionals joined us in Amsterdam for Friends of Search 2026.
With speakers including Aleyda Solis, Frederick Vallaeys, Brodie Clark, Amy Hebdon, Ameet Khabra and Reuben Milne, we explored how AI, automation and changing search behaviour are already reshaping SEO and PPC. Want a taste of what Friends of Search is all about?
