SEO, AI Search (GEO) and Automation (Mini-Conference #004)
Women in Marketing – Bulgaria · Mini-Conference #004
SEO, AI Search (GEO)
and Automation
A full day for everyone who owns organic visibility — SEO, content and organic-growth teams, and the senior marketing leaders who back them — to win across every surface, from traditional search, to AI answers and GEO, to automating organic growth, with local and international experts.
📅 21 November 2026
📍 Kitchen59, Sofia
🎟️ In-person, recording & scholarship tickets
Early-bird €99 until 1 November
THE DAY
Three tracks. One organic-growth playbook.
Search isn’t one surface anymore. This mini-conference brings together three complementary tracks — winning in traditional search, AI Visibility Marketing, and AI automation for organic growth. Whether you come from SEO, content, organic growth or organic visibility — or you lead a marketing team — you’ll leave with a joined-up view of how to stay visible, cited and recommended wherever your audience is searching.
This is our confirmed line-up so far — more speakers, sessions and panel discussions will be added as we continue organising the event.
Track 1
SEO — Winning in Traditional Surfaces
Marketing Manager, Sitebulb
Less Chaos, More Organic Growth: Building a Content Machine When You’re a Team of One
Jojo runs content as a solo marketing function at Sitebulb. She breaks down the five systems that make that possible — from a repurposing pipeline that turns one webinar into ten pieces, to a community-listening habit that costs nothing extra — and names exactly where AI lightens the load in a real workflow, and where the thinking still has to stay human.
You’ll leave with
- A five-system framework for running content solo — one you can start building this week
- A clear, honest map of which content tasks AI can take off your plate, and which it can’t
- A capacity-first way to plan content around your real bandwidth, not an aspirational one
- Real examples from Sitebulb’s own pipeline, calendar and community-listening loop
15+ years in marketing, SEO & comms; grew Sitebulb’s brand awareness in a key market from 46% to 65% in under two years. Full profile →
Head of Search & SEO, Alamy
Once a Search Engine, Always a Search Engine
A technical look at how the same core search principles apply across engines of every size — using lessons from building Alamy’s own search engine to explain behaviours we often see in platforms such as Google.
You’ll leave with
- A clearer mental model of why search engines behave the way they do
- More context to interpret SEO changes and algorithm shifts
- A systems-and-user perspective for approaching optimisation
Leads organic and on-site search across a catalogue of hundreds of millions of images and videos; specialist in enterprise and image-search SEO. Full profile →
Business and Marketing Strategist
How to use Synthetic Personas to Rewrite your SEO Strategy
Keywords used to be the starting point. Now a single prompt fans out into dozens of hidden sub-queries, AI assistants shortlist brands before a human ever clicks, and agents search, compare and decide on the buyer’s behalf. Vyara shares the method she uses with clients — building AI-powered synthetic buyer personas as a research tool for SEO and AI visibility — with a real case study of what a persona revealed that keyword tools didn’t, and how it reshaped the site. In the agentic web, your customer’s AI talks to your website; the better you can simulate that conversation, the better your chances of being the brand it recommends.
You’ll leave with
- Why query fan-out makes understanding the customer more important than keyword volume
- A step-by-step method for building a synthetic persona grounded in real business data
- How to interview a persona — and simulate its AI agent searching on its behalf
- Where synthetic personas fail, and how to validate them against real data
- How to turn persona insights into website changes that serve both humans and agents
Works with startups, SMBs and global brands; lectures on SEO copywriting (incl. AI) at SoftUni Digital and teaches at Finance Academy; Forbes Bulgaria “30 Under 30” nominee, 2024. Full profile →
Track 2
AI Visibility Marketing — AI Search, Agentic & GEO
SEO & AI Search Consultant · Founder, Orainti
International SEO in an AI Search Era: What Has Changed and What Hasn’t
What does it take to be recommended across international markets in AI answers? Aleyda shares what has really changed, what’s still fundamental, and how to evolve your international SEO strategy to maximise AI visibility — and leads — across markets, with research data and winners-and-losers analysis.
You’ll leave with
- What’s genuinely changed — and what’s still fundamental — for international SEO in AI answers
- How to evolve an international strategy to maximise AI visibility across markets
- Research data and a winners-and-losers analysis you can learn from
Founder of Orainti and maker of SEOFOMO, Learning SEO and Learning AI Search — one of the most followed voices in organic search. Full profile →
Head of Innovation, WordLift
Building Trust for Minds That Never Met You: Knowledge Graphs & Ontologies for AI Systems
AI systems don’t build trust the way people do — they have only whatever evidence is put in front of them, in a form they can process. Beatrice explores why a strong reputation carries no weight with a machine, why visible contradictions can make a brand more believable, and how knowledge graphs and ontologies are the real infrastructure behind being understood.
You’ll leave with
- How to structure organisational knowledge — facts, relationships and evidence — for machines
- Why reputation alone carries no weight with an AI system, and what actually does
- How knowledge graphs and ontologies make a brand findable and believable to AI
Expert in semantic technologies and knowledge graphs; leads semantic-search solutions at WordLift for Fortune 500 organisations. Full profile →
Independent AI Search Consultant
Multimodal: Video GEO — Optimizing for the Machine Gaze
AI parses a video in three streams — visual, audio and text — tokenizes each and cross-references the layers. LLMs cite YouTube constantly, so video is both a retrieval surface and a social format. Myriam covers the mechanics: frame sampling, audio bolding for brand names, caption contrast as a machine-readability problem, and the new video specs for AI search.
You’ll leave with
- How AI models actually parse video across visual, audio and text streams
- Practical specs to make video machine-readable (frame sampling, audio bolding, caption contrast)
- Why video is now both a retrieval surface and a social format for AI search
18+ years in technical SEO; Search Engine Land columnist and BrightonSEO trainer, described as “the human query fan-out.” Full profile →
Senior SEO, Hostinger
Stop Treating AI Search Like One Channel: My Playbook for Success
ChatGPT, AI Overviews and Gemini don’t draw on the same sources — so a single “AI search strategy” quietly optimises for one system and ignores the others. Evelina walks through the research and client work behind treating each surface on its own terms: which brand-owned and third-party sources actually influence each one, and how to design tests that move visibility rather than just measure it.
You’ll leave with
- Real examples and research showing how ChatGPT, AI Overviews and Gemini are influenced by different brand-owned and third-party sources
- A way to build realistic prompt tracking from real customer conversations, cross-checked against industry citation benchmarks
- A method for uncovering the information gaps behind the features clients actually compare — and filling them with your content
- A testing approach for getting added to highly cited third-party pages, and measuring the AI-visibility lift
10+ years in marketing — from social listening for Estée Lauder, Nutella and Nissan to SEO for Semrush, Riverside, Wrike and 90+ other brands. Full profile →
Track 3
AI Automation for Organic Growth
Founder, Women in Marketing – Bulgaria · MLforSEO
Building scalable automations for tasks that win visibility in both traditional and agentic search
Automations that work on one site and fall apart on the next aren’t really automations. Lazarina walks through building ones that scale across different projects and websites — combining traditional ML APIs, generative AI and rule-based systems — then takes three SEO automation use cases end to end: the rationale, the setup, the scripts and tools, and the impact on both team productivity and visibility.
You’ll leave with
- A way to combine traditional ML APIs, LLMs and rule-based systems into automations that survive moving between projects and sites
- Entity audits and internal knowledge graphs — auditing your entities against competitors’ and against keyword research, and rewriting content for atomic extraction
- Structured data — from auditing and detection, to suggestions, to automation and site implementation
- Content transformation — turning one proprietary asset (webinar, video, case study, research) into content for email, Shorts, social and blog
- Resources to set each automation up yourself, plus courses to go deeper in each area
Marketing consultant, trainer and speaker specialising in SEO, machine learning and data science; founder of MLforSEO and of our community. Full profile →
CRM, MarOps & Automation Consultant, Svetla Mihaylova Consulting
Human in the Loop: What to Automate, What to Check and What to Own in Marketing
When you’re in a small marketing team — or you are the whole marketing team — automation is how you keep up. AI writes the posts, scores the leads and sends the follow-ups — but who makes sure it did a good job? Svetla walks through automations for small teams built with n8n, Zapier and Claude Code: what AI can run alone, where a person should sign off, and what you should never hand over.
You’ll leave with
- A four-question checklist for deciding, step by step, what AI can run on its own and where you need to sign off
- Example automations you can implement in your own work
- A clear sense of when to set up an approval step — and when it’s safe to remove it
11+ years in marketing, the last eight building CRM, automation and AI systems. Believes most teams don’t need more ideas, they need better systems. Full profile →
HOSTING THE DAY
Your MC for the day
Head of Organic and Performance Marketing, Local Fame
Marina hosts Mini-Conference #004 — introducing every speaker, keeping the programme moving between tracks, and making our sponsor and partner announcements from the stage.
15+ years in performance marketing; helped build one of Bulgaria’s first and biggest in-house SEO teams, and now leads Search, Data Analysis and Paid Ads at Local Fame. Full profile →
THE DAY, ROUGHLY
A full day, well fed and well paced
An indicative shape for the day — full schedule, session times and panels will be confirmed as we finalise the programme.
Morning
Arrival, registration & coffee · Welcome · Track sessions
Midday
Lunch & networking
Afternoon
Track sessions · Panel discussions (TBA) · Coffee break
Evening
Closing & cocktail party 🥂
THE VENUE
Back at Kitchen59
We’re returning to the home of our June conference. Kitchen59 is more than a hotel or a restaurant — it’s an ecosystem of creativity where talented people, passion for food, and unforgettable experiences meet. Located in Sofia’s Hipodruma district, the venue brings together event spaces, a world-class restaurant (Talents), and co-working floors under one roof.
Kitchen59
📍 bul. Tsar Boris III 59, Hipodruma district, Sofia, Bulgaria
📅 Saturday, 21 November 2026
WHAT YOUR TICKET INCLUDES
Everything covered in your ticket
✓ Front-row seat to all talks and panels across the three tracks (delivered in English)
✓ Lunch, coffee breaks and refreshments throughout the day
✓ The closing networking cocktail party
✓ A premium WiM-BG swag bag with goodies from our partners
✓ Session recordings and slides, emailed to you after the event
Tickets
€99
In-person (early bird)
Early bird until 30 Sep · 80 seats
€30
Recording
All sessions, after the event · unlimited
€99
Scholarship
Supported seats · 20 available
Regular WiM-BG member or booking for a team? Email us or message Lazarina on Slack about discount codes.
PARTNERS & SPONSORS
This event is made possible with the support of
Community partners
🤝 Community Partner — Women in Marketing – Bulgaria
ProCredit Bank is a modern, development-oriented bank, part of the international ProCredit Group — built on transparency and honesty, and a proud community partner of Women in Marketing – Bulgaria.
🤝 Community Partner — Women in Marketing – Bulgaria
Yoast is the team behind the world’s most trusted WordPress SEO plugin, used by 13+ million websites worldwide. Its tools support marketers, content teams, and online stores with SEO features that help them stay visible across traditional search and AI-powered discovery. Yoast SEO AI+ adds AI Brand Insights, giving teams a way to see how their brand appears in AI answers and where they can strengthen visibility. Yoast invests in diversity and inclusion and is proud to partner with Women in Marketing – Bulgaria.
Other sponsors
📣 Marketing Sponsor
Screaming Frog
Screaming Frog is backing Mini-Conference #004 as our marketing sponsor, helping us reach marketers across the region and beyond. They’re the team behind the SEO Spider — the website crawler that has become a standard part of the technical SEO toolkit — and a long-standing supporter of this community since our very first networking dinner in Sofia.
★ Become a headline sponsor
Three headline slots open
Put your brand at the centre of the day: a 2–3 minute stage slot, a branded booth at the venue, your logo on every lecture recording on YouTube and on this site, mentions in our newsletter and a dedicated announcement to our Slack community, plus a feature in the attendee email campaign.
Scholarship sponsors
🎓 Scholarship Ticket Sponsor
Advanced Web Ranking
Advanced Web Ranking is funding scholarship tickets for Mini-Conference #004 — covering seats for community members who couldn’t otherwise attend. AWR is a rank tracking and search visibility platform for SEO teams, with daily rank data across any search engine, location and device, exclusive CTR benchmarks, and reporting that plugs straight into Looker Studio and Search Console.
🎓 Scholarship Ticket Sponsor
MLforSEO
MLforSEO is funding scholarship tickets for Mini-Conference #004. It’s an AI and machine-learning training platform for marketers — teaching practitioners to automate their work with real machine learning across every search surface that matters — founded by our own Lazarina Stoy.
🎓 Sponsor a scholarship ticket
Send someone who couldn’t otherwise come
A scholarship ticket covers a full day at the conference for a community member who can’t afford a seat — no application fee, no catch. For your organisation it comes with:
- A feature in the sponsor section of this event page
- A permanent feature on our website, with a backlink
- A post across our social channels
- A spoken mention from the stage on the day
WITH THANKS TO
Our event partners
🎁 Swag Partner
Randum Goodies
Bringing the goodies once again — Randum Goodies curate and produce the branded swag that fills every attendee’s conference bag, our swag partner for another edition.
🍽️ Speaker Dinner Partner
Our preferred home for speaker dinners since the very first of these events. Co-Kitchen is a warm and cosy coworking space for chefs and lovers of fine food — where everyone who likes to cook can do it, with high-quality products and the guidance of skilled chefs in a professionally equipped kitchen. More than a shared place, it’s a shared experience: testing recipes, hosting events, and finding the joy of every well-cooked meal together.
SPREADING THE WORD
Our media partners
🗞 Media Partner
Back as our media partner for another edition. Sofia Expats is a weekly newsletter and go-to resource for English-friendly events, activities and culture tips for expats and internationally-minded locals — the perfect match for a conference delivered entirely in English.
🗞 Media Partner
SoftUni AI Community is an online community for people who want to learn, explore, and apply AI in their work and everyday lives. Members get access to practical tutorials, prompt libraries, weekly live sessions with industry experts, hands-on workshops, and actionable guides. Beyond learning, the community is a place to exchange ideas, share experiences, ask questions, and grow alongside others who are actively experimenting with AI.
Join us on 21 November 2026
Save your seat
More speakers, sessions and panels still to come. Early-bird pricing ends 1 November.
Questions? Email us at team@womeninmarketing.bg
English (UK) 
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