Sydney SEO Collective - Frederic Chanut (The AI Attribution Gap)

About this event

The Sydney SEO Collective is back for our November 2026 meetup! After a month off in October, we're returning with a question every SEO is being asked right now: what is AI search actually worth? This month, we're thrilled to have Frederic (Freddy) Chanut, Founder and Executive Chairman of In Marketing We Trust, as our keynote speaker. He'll be presenting "The AI Attribution Gap: What AI search is actually worth." AI assistants read everything we publish and send almost nobody back, and our analytics stack was never built for that trade. Most teams can now tell you whether they show up in AI answers. Very few can tell you what that visibility earned the business. In this 30-minute talk, Freddy will present seven instruments that turn the question from "are we visible" into "what did it earn". The first four are free, and you can have them running by Friday. The next three are about getting your answer heard in the boardroom, so you can walk into your next budget conversation with numbers instead of screenshots. Freddy is a Sydney SEO industry veteran and founder of In Marketing We Trust, where he works at the intersection of search, data, growth and AI. He's spent over 15 years looking at the web through Google's Goggles, holding CMO, Managing Director and head of inbound marketing roles along the way. Today he helps mid-market and enterprise teams across APAC build growth engines and teams for their businesses. https://www.linkedin.com/in/fredericchanut/ Make sure to RSVP and grab your ticket! Keynote Presentation: The AI Attribution Gap: What AI search is actually worth Sponsored By: Finder (https://www.finder.com.au/) Prosperity Media (https://prosperitymedia.com.au/) Location: Finder AU Level 10, 99 York St, Sydney NSW 2000 Hosts: Matt Corke - Head of SEO at Finder (https://www.finder.com.au/) Aaron Taylor - General Manager at Prosperity Media (https://prosperitymedia.com.au/) Note: Australia's number one SEO, Regan McGregor, is overseas this month, so SEO veteran Matt Corke, Head of SEO at Finder, is stepping in to co-host alongside Aaron Taylor. Running sheet: 6pm - 6.30pm - Arrive, Finder AU - Level 10, 99 York St, Sydney NSW 2000 6.30pm - Introduce SEO Collective, Speakers 6.30pm - 6. 45pm - SEO news, algorithm updates, SERP volatility 6.45 - 7.00pm - Intermission 7pm - 7.45pm - Keynote: Frederic Chanut - The AI Attribution Gap: What AI search is actually worth 7.45pm - 8pm - Q & A Session 8.00pm - Networking SEO Collective Organisers: Regan McGregor - https://www.linkedin.com/in/regan-mcgregor/ Aaron Taylor - https://www.linkedin.com/in/aarontaylorseo/ James Norquay - https://www.linkedin.com/in/norquay/ Dejan Mladenovski - https://www.linkedin.com/in/dejan-m/ Nik Ranger - https://www.linkedin.com/in/nik-ranger-06086a27/ Peter Macinkovic - https://www.linkedin.com/in/inkovic/ Peter Mead - https://www.linkedin.com/in/petermeadseo/ Paula Glynn - https://www.linkedin.com/in/paula-glynn/ Sally Mills - https://www.linkedin.com/in/sally--mills/ SEO Collective Background: SEO Collective is an extension of the Melbourne SEO Meetup, which started when the Brisbane SEO group first met up at the Ship Inn, Brisbane Southbank, 7th Nov 2008. The feedback we've had is that the Collective events have been a great way to meet others in the industry in a relaxed environment and share some tips and hints on what you might know that can help them become a better web marketer or developer. It's about asking those tough questions and getting group consensus on what is the possible implications or complications on a particular method or technique you're thinking of using. We encourage a mix of business owners, web developers, affiliate marketers, SEM and SEO professionals as we all have small tips that will help you perform better online and play smarter. SEO Collective is just a relaxed and informal session on digital and web marketing, come along and meet others in your community no matter if you're a business owner,