Meet Your Master Class Instructors

Jessica Bowman is the founder of Coxwell Gain and a pioneer in enterprise SEO and AI Visibility. For more than two decades, she has helped Fortune 500 organizations transform SEO from a marketing function into an enterprise capability.

Today, Jessica focuses on the next evolution: helping B2B organizations improve how AI platforms understand, evaluate, and recommend their products and services. Her work goes beyond marketing to uncover how product design, customer support, operations, fulfillment, and corporate communications influence AI-generated recommendations-and how organizations can build this capability in-house.

Known for her pragmatic, no-fluff approach to organizational change, Jessica is a frequent industry speaker, author, and trusted advisor to executive teams preparing for the future of search.

Carolyn Shelby is a veteran SEO and digital strategist with more than 30 years of experience helping organizations improve visibility, strengthen content, and adapt to major shifts in search technology. Her career includes serving as Director of SEO at Tribune Publishing and leading high-impact SEO initiatives for ESPN and Disney, along with advisory work for enterprise brands, publishers, agencies, and technology companies.

Carolyn is Vice President of Strategy at NorthSide Metrics, a regular Search Engine Land contributor, an international keynote speaker, and a recognized authority on technical SEO, AI-driven search, content retrieval, and brand representation in generative systems. She advises organizations on how to remain visible, credible, and influential as search evolves from ranked results to AI-generated answers and agent-driven experiences.

Anna Crowe has been in SEO long enough to know what works, what’s hype, and what breaks the moment Google sneezes. She’s helped grow and scale portfolios generating $500M+ in revenue, advised international brands such as Marriott, Hilton, Brother, and Bloomin’ Brands, and built companies from scratch that went on to sell for $1B+. She’s also guided sites back from manual actions because sometimes the job is less “optimize” and more “survive and rebuild.”

With 15+ years across SaaS and e-commerce, Anna has been named one of the top SEO professionals to follow and earned a nomination for Conductor’s Women in Search. You’ll often find her speaking at SMX or moonlighting as a soccer coach.

Emily Wood is a PPC expert with over 10 years of B2B lead gen experience. She has managed paid media programs for leading companies in the SaaS, cybersecurity, and professional services spaces. Emily is the Director of Strategy at Saltbox Solutions, a PPC & SEO/AEO firm. She is also a contributing author for Search Engine Land, and writes a weekly newsletter called The PPC Brief.

Brad Geddes has been involved in PPC since 1998. He is a co-founder of AdAlysis, a PPC recommendation engine.

Brad is the author of Advanced Google AdWords, the most advanced book ever written about Google’s advertising program.

Brad has worked with many of the world’s leading companies in managing and perfecting their PPC management and workflows. One of his trademarks has been demystifying the complicated aspects of SEM.

Not one to hold secrets, Brad prefers to educate marketers on the various aspects of crafting successful marketing campaigns to ensure success for all parties involved.