Lily Ray is the SEO Director at Path Interactive, where she provides strategic leadership for the agency’s SEO client programs. Born into a family of software engineers, web developers, and technical writers, Lily brings a strong technical background, performance-driven habits, and forward-thinking creativity to all programs she oversees.
Lily began her SEO career in 2010 in a fast-paced start-up environment and moved quickly into the agency world, where she helped grow and establish an award-winning SEO department that delivered high impact work for a fast-growing list of notable clients, including Fortune 500 companies. Lily has worked across a variety of verticals with a focus on retail, e-commerce, B2B, and CPG sites. She loves diving into algorithm updates, assessing quality issues, and solving technical SEO mysteries.
In 2017, Lily was nominated by Search Engine Land for Female Search Marketer of the Year, and she continues to provide SEO thought leadership and industry updates through contributions to digital marketing publications and speaking engagements.
Wed Oct 30 - 10:30am - 11:00am
Zero-Click Searches: The Good, the Bad, the Ugly
Zero-click searches are on the rise. New features in search results — knowledge cards, featured snippets, local packs, ads, FAQs, and more — meet consumer intent directly on the search results page. That means click-through rates and webpage traffic can drop, even for brands and content that capture the coveted “position zero.” This session examines what this means for marketers: how to rank in an increasingly complex ecosystem, new metrics that matter, opportunities for engagement directly in a search experience, and tactics that will drive clicks. Listen as this panel of expert search marketers explore these changes and suggest pathways to success.