The Future of Search Isn’t Links — It’s Answers
Answer Engine Optimization (AEO) is redefining how associations get found online. AI tools like ChatGPT, Perplexity, and Google’s SGE are changing how people search, trust, and consume information. If your website and content aren't AEO-ready, you could be missing out on visibility and traffic.
Join Charles Smitherman, CEO of Association of Progressive Rental Organizations (APRO), and the team from Accella, as they explore how these changes are reshaping the digital landscape for associations.
Together, they’ll share both the strategic and technical perspectives including how associations can adapt their content strategies, enhance member engagement, and stay visible in an AI-driven search environment.
In this session, you’ll learn:
- How AI is reshaping search behavior
- Why traditional SEO isn’t enough
- What it takes to get cited in AI results
- Practical steps to future-proof your content
Speakers
Alyssa Hulka
Accella
Chief Experience Officer
As the Chief Experience Officer at Accella, Alyssa Hulka is a force in designing transformative digital solutions that elevate associations' impact. Known for her forward-thinking approach, Alyssa crafts digital strategies and high-impact experiences that drive measurable results,
including member dashboards that enhance engagement and ROI. Her expertise lies in creating meaningful, technology-driven connections between associations and their members, deploying journey mapping and design thinking to translate member needs into effective digital solutions.
Kelsey Mills
Accella
Website Strategist
Kelsey Mills is a leading expert in association digital strategy and website innovation, with over 15 years of experience in digital marketing, communications, and PR. As Accella’s lead website strategist for associations, she’s known for transforming complex content landscapes into intuitive, user-friendly experiences that enhance member engagement. Her expertise in blending strategic marketing with intuitive digital design empowers associations to deliver seamless online experiences that build loyalty and drive growth.
Merrick Kressley
Accella
Digital Marketing Strategist
As the Digital Marketing Strategist at Accella, Merrik Kressley brings a blend of analytical precision and creative insight to every engagement. He specializes in connecting the dots between web experiences, AEO/SEO, CRM, and marketing automation to craft digital ecosystems that generate leads, convert users, and support long-term growth for associations and mission-driven organizations. As a trusted advisor to his clients, Merrik is a driving force behind Accella’s most complex and high-impact digital marketing ecosystems, helping associations build smarter, more connected digital strategies that meet users where they are and move them to meaningful action.
Charles Smitherman
APRO
CEO
Charles Smitherman, PhD, JD, MSt, CAE, is the CEO of the Association of Progressive Rental Organizations, the trade association for the rent-to-own industry. He is the author of the forthcoming book The Rent -To- Own Revolution; The Definitive History of Advocacy and Consumer Access and has two decades of legal expertise and executive leadership in the rent-to-own and consumer financial services industries. Prior to joining APRO, Charles served as COO, General Counsel, and Vice President of PTS Financial Services. Charles earned his PhD and Master of Legal Studies from the University of Oxford, England. He is a graduate of the University of Georgia Law School and Mercer University. He holds multiple professional certifications including Certified Association Executive (CAE), Certified Franchise Executive (CFE), and privacy credentials (CIPP/US, CIPM), and brings a collaborative, member-focused approach to association leadership that emphasizes transparency, advocacy, and value creation for the rent-to-own industry. Charles is an active traveler and ultra distance runner and swimmer.