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Faculty

Paula French

Director of Sales & Marketing
Search Influence

Paula French is an AI search and digital marketing expert who helps organizations attract their audience through SEO, AI search, and digital advertising. As Director of Sales and Marketing at Search Influence, she partners with businesses to shape revenue strategies around how their audience discovers programs as AI search reshapes that journey.

Paula and her team at Search Influence work with senior living, healthcare, hospitality, and higher education marketing teams at well-regarded brands including Liberty Senior Living, Audubon Nature Institute, and Harvard Law School. Paula is a recognized voice on how AI is transforming discovery and marketing. Paula speaks at national conferences sharing how institutions can adapt their strategies for what’s next, drawing on research and proven strategies from Search Influence’s successful clients.

2026 Sessions

Your AI Traffic Will Plateau. Then What?

The first wave of AI search was generous to established players: communities with a strong digital footprint were surfaced in AI Overviews and ChatGPT answers, and many saw an easy traffic bump from AI channels. That phase is ending, and the ceiling on that initial growth is closer than most teams realize. AI decides what to show based on patterns it recognizes across your website, listings, directories, and media footprint. The good news: you have far more control over those patterns than you think. This session walks senior living marketers through the signals that shape what AI understands about your community, how to track your AI visibility, and the strategic steps to take before the plateau impacts your occupancy. You'll leave knowing how to direct your agencies, what to measure, and how the next wave of AI visibility is actually built. <br><br>

Three takeaways: <br>
1. How to monitor your AI referral traffic and track your AI visibility, so you know when growth is slowing and how well you're showing up. <br>
2. How to shape the signals across your website, listings, directories, and media footprint so AI recommends your communities to the right audience. <br>
3. How to describe your offerings consistently across every channel so AI gets your community right.

Presenter

Tuesday, October 06 9:00–9:45 AM
Room Marquis 5
Digital Data and Marketing
Faculty

Paula French

Director of Sales & Marketing
Search Influence

Paula French is an AI search and digital marketing expert who helps organizations attract their audience through SEO, AI search, and digital advertising. As Director of Sales and Marketing at Search Influence, she partners with businesses to shape revenue strategies around how their audience discovers programs as AI search reshapes that journey.

Paula and her team at Search Influence work with senior living, healthcare, hospitality, and higher education marketing teams at well-regarded brands including Liberty Senior Living, Audubon Nature Institute, and Harvard Law School. Paula is a recognized voice on how AI is transforming discovery and marketing. Paula speaks at national conferences sharing how institutions can adapt their strategies for what’s next, drawing on research and proven strategies from Search Influence’s successful clients.
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