Sep
18
Future Ready Digital: North
AI search · Marketing strategy · Executive briefing
500+
Keynote Appearances
Market Research · AI Search · Brand Discovery · Keynote
I research how people
and AI systems
discover, evaluate
and choose brands.
I turn market evidence on AI search, consumer behavior, and brand discovery into clear decisions for CMOs, leadership teams, and conference audiences. I am Senior Market Research Manager at Semrush, an Adobe company.
Current research thesis: GEO is the new ranking. I research who gets cited.
35+ countries
50+ speaking engagements / yr
Semrush funds my research and stage time, so there is no speaker fee. I select on audience fit, not budget. See speaking topics & formats →
150,000+ professionals reached
worldwide
What changes in the room
From uncertainty to a board-ready direction.
A useful keynote does more than explain a trend. It gives leaders a shared language, a defensible framework, and a clear next conversation to have with their teams.
Is the fall in organic traffic temporary?
→Explain how AI answer visibility complements search rankings and traffic.
Does GEO replace SEO?
→Separate what stays, what changes, and what needs a new owner.
What should our team do next?
→Prioritize the signals, metrics, and experiments that matter now.
Current booking signal
Explore availability →
Current stages. Proven room command.
Selected upcoming speaking engagements, with event details for conference programmers.
Confirmed upcoming
Sep
22
AI Summit Barcelona
AI search · Citation behaviour · Keynote
Oct
1
EcomExpo 2026
Oct
14
SOCi ReImagine 2026
Nov
11
Digital Marketing Europe 2026
Dec
9
GEO Conference San Francisco
AI-search data · Brand visibility · GEO
Recently on stage
Jul
16
From built to found: SEO-ready websites with Lovable + Semrush
Jul
7
The New Search Landscape: What the Data Actually Shows
Jun
30
AI-Powered Keyword Research with Claude & Semrush
Jun
18
GEO Conference 2026
Jun
11
Croatia SEO Summit 2026
May
28
When AI Agents Do the Research, Semrush × iPullRank
May
27
Semrush Breakfast, Jakobstad / Pietarsaari
May
26
Semrush Breakfast, Vaasa
May
21
Ask Me Anything: Semrush MCP
Apr
24
How AI Is Changing Online Discovery
Apr
23
Surviving the Zero-Click SERP
Apr
22
How AI is Changing Online Behaviour
Apr
15
Digital Marketing Europe
Selected stage moments
What a conference programmer needs to see.
Three signals behind a strong booking decision: command of the room, recognition among category peers, and an audience that stays with the argument.
Room command
Research that holds the room and travels back to the boardroom.
Fernando turns complex shifts in AI search into a clear narrative, practical frameworks, and decisions senior marketing teams can use the next morning.
Executive-ready delivery
Peer authority
In the conversation with category leaders.
A visible place alongside international search experts, bringing platform-scale evidence to the discussion.
Global specialist panel
Audience proof
Built for a full room, not only an SEO bubble.
Designed to engage CMOs, marketing leaders, and cross-functional teams without losing the evidence behind the argument.
Strategy across disciplines
Planning an AI-search session for a senior marketing audience?
Check the fit for your event →
Semrush funds Fernando’s research and stage time, so there is no speaking fee to your event. Invitations are selected on audience fit, seniority, and market, not budget.
What audiences remember after the talk
Attendees and fellow speakers repeat the data, frameworks, and decisions they took away after the event is over.
Post-event takeaway“The most practical ‘how to actually get found in AI’ talk of the day.”
Attendee recap“Fernando Angulo challenged us with: 70% of queries never land on your site… Zero-click strategy is not the problem. It’s your opportunity.”
01 / 02
35+
Countries Visited
150K+
Professionals Reached
Research behind the keynotes
Browse the Research
The work behind the stage.
The keynotes draw from original frameworks, Semrush datasets, and field tests, not recycled trend decks.
Original field noteEntity authority
Published
Entity before keyword.
AI search did not invent entity optimization. It removed the option to skip it. I learned that lesson again through a test I failed on my own entity.
2012Knowledge Graph
NowAI citation layer
Research framework7 signals
Updated
Which citation factors are worth testing?
Seven observable factors, organized as an audit framework rather than a published ranking formula.
See the frameworkCross-language researchUS election-information test
Updated
Spanish AI has a blind spot, but not everywhere.
A fact-checked review of where the language gap is measurable, where it is not, and what teams should test before they act.
Read the evidenceOne comparison from the research
When an AI summary appears, clicks look different.
Google visits with a click on a traditional search result.
Pew Research Center · 22 July 2025 ↗With an AI summary8%
Without an AI summary15%
Data and methodology
| Visit type | With a click |
|---|---|
| With an AI summary | 8% |
| Without an AI summary | 15% |
Sample: 900 US adults; 68,879 unique Google searches. An observational study by Pew Research Center, not a causal estimate. Browsing data from March 2025, search results collected in April.
Field reports
Get the field reports
One or two evidence-backed reports per month on AI search, market intelligence, and the decisions marketing leaders need to defend.
Free. No publishing treadmill. Unsubscribe anytime. Subscribe on Substack.
AI Search 2026 · By the Numbers
The data behind the keynotes.
Every figure below links to its source and keeps the original study scope visible. These are the numbers I use on stage when audiences ask “how big is this really?” Last verified September 2026.
126M
US AI-search prompts analyzed
The expanded AI Visibility Index tracked prompts from January through April 2026.
22 × 4
Industries across four AI platforms
The index compares ChatGPT, Gemini, Google AI Mode, and Google AI Overviews.
+120%
Click premium when cited in AI Overviews
In Seer’s informational-query analysis, cited-brand segments had about 120% higher organic CTR than uncited segments. This is an observed association, not a causal estimate.
8%
Click-through on organic when AI summary is shown
US users clicked a traditional result in 8% of visits with an AI summary, versus 15% without one.
45%
Cannot measure AI brand visibility accurately
45% of surveyed marketing leaders reported that they could not accurately measure their brand visibility in AI answers.
9%
Have tools to track all relevant AI-visibility metrics
Only 9% reported having the tools to track all relevant metrics across platforms.
15 vs 3
Average sources per response
ChatGPT cited about 15 sources per answer in the study, while Gemini averaged three.
30%
Overlap can be as low as 30% on Gemini
A brand being named does not mean its own domain is used as supporting evidence.
58.5% / 59.7%
Zero-click Google searches: US / EU
The 2024 clickstream study found a majority of searches produced no click in either market.
Figures compiled by Fernando Angulo for keynote use. Each result remains limited to its source market, sample, period, and methodology.
As Featured In
Published in Leading Industry Media
El Financiero (México)
TV Interview, The Most In-Demand Jobs in Mexico (Al Sonar La Campana)
CNBC
Spain's Digital Nomad Visa Lets Remote Workers Bring Their Families
Econsultancy
A Day in the Life of Fernando Angulo, Head of Communications at Semrush
Authority Magazine
5 Things You Should Do to Become a Thought Leader in Your Industry
Search Engine Journal
How to Retain Traffic During a Domain Change
Outbrain
Fernando Angulo on Content Strategy and Audience Growth
Online Geniuses
Fernando Angulo Q&A: SEO, Content Strategy & Digital Marketing
What I Speak About
Five signature talks for the AI-search shift
Each session connects published research and practical frameworks to decisions marketing leaders need to make.
01
GEO Is the New Ranking: What AI Engines Actually Cite
Best for: B2B CMOs, VPs of Marketing, and senior search leaders.
My four-layer diagnostic covers entity, evidence, structure, and distribution. It is a practitioner framework informed by published research, not a validated ranking formula.
The room leaves able to: choose which layer their team should rebuild first and defend that priority internally.
View full talk details02
The Zero-Click Economy: When Visibility Stops Looking Like Traffic
Best for: CMOs, demand-generation leaders, and in-house SEO teams.
How to measure answer visibility beside traffic, and six business outcomes worth testing without assuming attribution.
The room leaves able to: brief leadership on why traffic can fall while brand influence grows.
View full talk details03
Mentions vs. Citations: The Two AI Metrics Marketers Keep Confusing
Best for: marketing executives, analytics teams, and search leaders.
AI can name a brand without citing its website, or cite a website without naming the brand. The two metrics require different measurement and growth strategies.
The room leaves able to: adopt a two-metric AI visibility model instead of one blended score.
View full talk details04
How to Own a Topic in ChatGPT: Lessons from 50,000 Brands
Best for: category leaders, brand teams, and content executives.
What more than 50,000 brands across 1,094 US categories reveal about ChatGPT visibility. About 85% of the categories studied lacked a clear owner in January–June 2026.
The room leaves able to: map an open topic, measure ownership across prompts, and build a defensible lead.
View full talk details05
When AI Agents Enter the Buying Journey
Best for: enterprise marketing, product, and digital-strategy leaders.
When software browses, compares, and acts for the customer, brand content must become readable and actionable for agents, not only persuasive to people.
The room leaves able to: use a five-layer framework for making brand content agent-ready.
View full talk detailsEvery talk can be adapted to the audience, industry, and decision the room needs to make.
Compare talks and audience takeaways →Selected stage footage
See the research land in the room.
One full-stage keynote, one current research session, and one expert conversation. Each is selected for conference programmers, not the algorithm.
More Semrush webinars
Watch full talk
Full-stage keynote · English
The Final Traffic Acquisition Battle
A complete conference recording that shows pacing, narrative control, and how Fernando works a live room.
Watch the full keynote Watch with detailed talk summary
Current research session · 2026
How Generative AI Is Changing Online Behaviour
Enterprise data, AI visibility, and the metrics leaders need when traffic stops telling the full story.
Watch the sessionExpert conversation · 2026
When AI Agents Do the Research
A practical conversation on agentic SEO workflows powered by the Semrush API and MCP.
Watch on BrightTALK
Online Course · Udemy
Marketing Analysis:
Data-Driven Decisions
Learn how to turn raw market data into strategic decisions. Real frameworks from years of market intelligence work, competitive intelligence, search trend analysis, and AI-era forecasting.
- Competitive intelligence workflows
- Search & trend analysis
- AI-era forecasting frameworks
For conference programmers
Is this the right keynote for your room?
The strongest fit is a senior B2B marketing audience that needs a clear, evidence-led briefing on what AI search changes next and what the team should do about it.
Reply within 24 hours · Stage time funded by Semrush · English and Spanish
- 01Senior marketing audience
CMOs, VPs of Marketing, demand-generation leaders, and in-house search teams.
- 02A decision, not a trend recap
The room needs a working framework it can use with the team or take back to the board.
- 03US and European stages
B2B marketing, MarTech, SEO, and AI programmes delivered in English or Spanish.