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Faculty

Matthew Capala

Founder
Alphametic

Matthew Capala is the founder of Alphametic, an AI-forward SEO agency, author of “The Psychology of a Website,” speaker, and educator. Starting out as a Polish immigrant on the scaffolds of Manhattan, he learned how to create opportunities he would not have had otherwise by reading SEO forums and seeking mentors. Since his construction years, he has spent the last 18 years delivering results to clients, ranging from emerging to some of the most recognizable brands, such as Novartis, Quest Diagnostics, and L’Oreal. As a practitioner first, he leads client strategy and operations at Alphametic, leveraging the latest strategies in SEO, generative AI, Google Ads, and conversion optimization. As a former WPP agency leader and NYU adjunct professor, his work and ideas have been featured in Forbes, Inc. Magazine, MSN, eMarketer, and Mashable. He’s a charismatic speaker featured at top marketing events, such as Digital Summits and MarketingProfs, and holds three degrees, including an MBA in Marketing.

2026 Sessions

Winning Strategies for the Agentic Web: Modern SEO, Generative Content & Conversion Optimization

<p>Sponsored By:<br><img src=https://naccme.s3.us-east-1.amazonaws.com/SMASH+2026/SM_logolockup_sirv… alt="Upload Image" width="200" /></p>
The user journey is changing fast. People no longer click ten blue links to visit websites for information; they get answers from ChatGPT, Google’s AI Overviews, and other AI chats. In this session, Matthew Capala from Alphametic will draw on his nearly 20 years of experience in SEO, CRO, and UX to show you how to future-proof your website for the clickless web. <br><br>

You will learn how to get your website pages cited in AI answers across the web, how to measure performance using the new AI-era KPIs, and how to optimize your content for GEO, AEO, AI bots, modern algorithms, and the agentic web to increase your ROI. <br><br>

Walk away with a practical playbook to keep your senior care brand visible as AI continues to reshape the marketing funnel.

Presenter

Wednesday, October 07 9:30–10:15 AM
Room Marquis 4
Marketing Strategy and Management
Faculty

Matthew Capala

Founder
Alphametic

Matthew Capala is the founder of Alphametic, an AI-forward SEO agency, author of “The Psychology of a Website,” speaker, and educator. Starting out as a Polish immigrant on the scaffolds of Manhattan, he learned how to create opportunities he would not have had otherwise by reading SEO forums and seeking mentors. Since his construction years, he has spent the last 18 years delivering results to clients, ranging from emerging to some of the most recognizable brands, such as Novartis, Quest Diagnostics, and L’Oreal. As a practitioner first, he leads client strategy and operations at Alphametic, leveraging the latest strategies in SEO, generative AI, Google Ads, and conversion optimization. As a former WPP agency leader and NYU adjunct professor, his work and ideas have been featured in Forbes, Inc. Magazine, MSN, eMarketer, and Mashable. He’s a charismatic speaker featured at top marketing events, such as Digital Summits and MarketingProfs, and holds three degrees, including an MBA in Marketing.
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