LANY CEO Presents Frontline Report from World's Premier Search Marketing Conference 'SMX Advanced 2026': 'SEO Is No Longer Just SEO'

LANY Inc. (Headquarters: Shibuya-ku, Tokyo; CEO: Keita Takeuchi), a provider of digital marketing support services, participated in the world's premier search marketing conference 'SMX Advanced 2026,' held in Boston, USA from June 3–5, 2026, and has published an on-site report via its 'LANY LLMO LAB.'

▼ Full article here

https://www.lany.co.jp/lany-llmo-lab/smx_advanced_2026

What is SMX Advanced 2026?

SMX Advanced is the world's largest and most prestigious search marketing conference, bringing together global authorities in search marketing. Over three days, dozens of sessions are held without exception, offering cutting-edge insights from industry-leading speakers and attracting significant attention from marketers worldwide.

Reference: SMX® Advanced 2026 - Search Engine Land

Background of Publication

In Japan, there is still ongoing debate over whether 'AI search is merely an extension of SEO.' However, what we witnessed firsthand at SMX was a world that has already moved beyond this discussion.

Top marketers at global enterprises are no longer treating AI search optimization as a PoC (proof-of-concept) phase. Instead, they are fully implementing it after redefining their organization, budget, and KPIs. Multiple companies presented that have renamed their 'SEO departments' to 'Organic Media Departments,' clearly indicating that the boundaries of roles are being redrawn.

This report is published to provide Japanese companies with insights on how to respond to these changes.

Main Contents of the Report

① The term 'SEO' is coming to an end

With the advancement of zero-click AI search, the definition of an SEO marketer's role is fundamentally changing. Beyond the traditional KPI of 'ranking high for keywords → acquiring traffic,' maximizing overall organic visibility centered on AI Visibility has become the new norm at the forefront. We summarize in detail the sessions discussing why digital PR and social media have become part of SEO's domain and their specific strategies.

② How to deal with the inability to measure AI search results

The impact of non-click decisions that cannot be tracked in GA4, the black-box nature of platforms—measurement difficulties in AI search remain a shared challenge even at the global forefront. The words of a veteran speaker stating, 'We are reverting to pre-internet marketing,' succinctly express the mindset required of marketers in the AI search era. Speakers openly discussed how to face this uncertainty.

③ The verification phase is long over—it has become marketing infrastructure

The AI search optimization tool 'Profound' became a unicorn just 1.5 years after founding and is already adopted by over 700 companies. We report on the reality of the 'post-PoC world' and the organizational structures Japanese companies must urgently reconsider.

④ Is AI search optimization SEO? Or GEO/LLMO?

A powerful statement emerged during the final day's panel: 'SEO and GEO are different.' In contrast to Japan's lingering debate over 'SEO as an extension,' top global players have already answered with action. We convey the role and potential of SEO marketers in the AI search era, capturing the energy and urgency of the event.

▼ Full article here

https://www.lany.co.jp/lany-llmo-lab/smx_advanced_2026

Comment from LANY CEO Keita Takeuchi

'As AI search has naturally entered consumers' daily behaviors, attending SMX Advanced provided an excellent opportunity to understand what leading search marketers overseas, particularly in the U.S., are thinking and working on.

In conclusion, I was struck by how differently Japan and the global market currently approach AI search. In Japan, this area remains largely in the verification phase, with only a few advanced companies beginning PoC-style initiatives, and even large enterprises mostly observing from the sidelines. In contrast, overseas, AI search optimization is already positioned as a standard marketing tactic alongside SEO and paid advertising. Companies are clearly articulating which departments are responsible, what KPIs they use, what actions they are taking, and what results they have already achieved.

Based on the insights and concrete knowledge gained, we will further update LANY's services and seriously commit to LLMO.'

Interviewee Profile

Keita Takeuchi, CEO of LANY Inc. / Head of LANY LLMO LAB

Previously promoted SEO for Townwork and B2B marketing for AirWork at Recruit. Has broad experience in advertising operations and CRM.

Particularly strong in large-scale website SEO and B2B marketing. Also leads LANY's own B2B marketing, driving business growth by leveraging YouTube and offline strategies.

Webinar Announcement

Based on this report, LANY's CEO Takeuchi will deliver firsthand insights from SMX Advanced 2026 in an exclusive webinar. We will clarify the gap between Japan and global AI search optimization practices and share practical tips from LANY's unique perspective that you can apply immediately.

[Webinar] Practical Tips for 'AI Search Optimization' to Outpace Competitors — On-Site Report from the World's Premier Search Conference SMX

Date & Time: June 25, 2026 (Thu) 12:00–13:00

Fee: Free / Online / Capacity: 500 participants

▼ Registration here

https://www.lany.co.jp/event/2026-06-25

About LANY Inc.

LANY Inc. is a digital marketing support company with the mission of 'Indexing what matters.' We provide end-to-end support in SEO, internet advertising, and LLMO—from strategy formulation to execution—contributing to our clients' business growth.

Company Overview

Company Name: LANY Inc. (Rainy)

Official Website: https://www.lany.co.jp/

Representative: CEO Keita Takeuchi

Business Activities: Digital marketing support, recruitment support

Headquarters: 16F Link Square Shinjuku, 5-27-5 Sendagaya, Shibuya-ku, Tokyo, WeWork

Inquiries

Contact: Ryuusuke Nagae, PR Representative, LANY Inc.

Email: ryusuke.nagae@lany.co.jp

Contact Form: https://www.lany.co.jp/contact

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