“We don’t have to come armed with every answer, we just have to come with the right data” - Amy Hebdon-Middleton, founder and Managing Director at Paid Search Magic. #pcc #fos2026

Jono Alderson on measuring what matters: “Prompt tracking is a delusion, it feels like control but its a snapshot. It doesn’t tell you what people feel, think or want.” #seo #fos2026

"It's not that automation is bad, we can't avoid it. But we are the adults in the room, so we have to prevent it from drifting." - Ameet Khabra, @HopSkipM3dia #pcc #fos2026

TikTok isn’t here to replace traditional advertising, it’s here to amplify it. Incremental value is created when traditional advertising works alongside TikTok search and TikTok ads. - Işıl Sağer Product Marketing Manager, TikTok #ppc #fos2026

@jes_scholz thanks for showing us how to move past EEAT checklists towards fame. #fos2026 #SEO

Congratulations Longfonds for winning Best SEO at the Friends of Search Awards 🏆 #SEO #fos2026