The session also closed a 13-year gap. The last time I stood in front of an audience like that, I was holding a guitar, not a laptop. Same butterflies in the same place. Different instrument in my hands.
SEO Vibes Summit 2026 ran at Nosalowy Dwór in Zakopane. Tomasz Domański and the WhitePress team invited me. The format ended up being a workshop, not a talk: ninety minutes, eight people in the room, a live audit on a site the audience picked, no prep and no staging.
Why I Rebuilt the Session From 20 Minutes to 90
I designed the original session for 20 minutes. Once I sat with the brief and accepted that a workshop format needed real interaction, I rebuilt it for 90. The room wanted to dig in, and a 20-minute slide-flip would have been the wrong shape for the people in front of me.
The format I landed on was simple. I framed the methodology in the opening, then handed the input over to the audience. They picked the website. I ran the audit live. We read the output together. No prep, no cherry-picking, no demo polished the night before. Whatever came back, came back.
The Room Was Small. That Was the Point.
Eight people in the workshop. One of them was Tomasz Domański, CEO of WhitePress, the person who had invited me. The rest were international SEOs and operators who had picked this session over a packed schedule. A room of eight does not feel small when every person in it has flown in to be there.
A workshop format does not need a hundred people in front of you. It needs the right people, close enough that the demo becomes a conversation. Eight in a focused room beats eighty in a half-listening auditorium. I knew that before I walked in. I felt it once I started.
What I Actually Demoed (It Is Not a Packaged Product)
The tool I demoed is a Claude workflow I built for my own audits. It runs on a custom MCP server I set up via Google Cloud Console, with Ahrefs MCP and GSC MCP wired in as the data layer. Claude orchestrates the queries, holds the methodology, and returns the topical coverage map I would have built by hand a year ago.
I am stressing this because it matters. I did not walk on stage with a SaaS product to sell. I walked on stage with a working operator stack, the same one I use on client engagements, and I ran it live on a site I had never seen. If the audience had asked me to swap the methodology mid-demo, the workflow could have absorbed it.
The room asked the right question more than once: does this surface real actionable insights, or is it another tool that returns a pretty dashboard? My answer was the screen. They were watching the same output I would have shipped to a paying client, generated in front of them, on a site they had picked.
What the Live Audit Surfaced
Two things came back fast on the audience-picked site. The first was missing pillars. Entire query clusters at the evaluation stage of the buyer journey had no destination on the site, while the top-of-funnel content was overbuilt. The second was entity cannibalization on the old pages. Multiple pages competing for the same entity, splitting the signal, none of them earning the position they should have.
Neither of those gaps shows up in a traffic-first audit. The first is invisible because the page does not exist, and a crawler cannot grade a page that is not there. The second is invisible because the cannibalized pages still rank for something, just not for what they were built to rank for. Both leak revenue. Both are common. Both are fixable in a defined sprint.
Watching those gaps surface in real time, in a room that included the CEO of the company that had invited me, was the part of the session I will remember. Tomasz stayed for the full 90 minutes. Afterwards he told me he had really liked it. That was the moment I knew the rebuild from 20 to 90 had been the right call.
Why This Matters for Founders and Business Owners
The gaps the audit surfaced are not technical SEO problems. They are revenue problems wearing technical clothing. A missing pillar is a buyer your site never gave a destination to. An entity cannibalization is your own content competing against itself and losing to whoever published the focused version once.
If you are a founder running a content engine, the question that should keep you up at night is not "how much traffic did we get this month." It is "how many of our buyers searched for a page we did not have, and where did they go instead." Traffic reports cannot answer that question. A coverage audit can.
I have run a version of this audit on more than 200 sites over the past decade. The pattern repeats with discipline. The companies that have built top-of-funnel content for years almost always have a hollowed-out evaluation stage. They are paying for awareness traffic and shipping it to a competitor's comparison page. Every month. Quietly.
Entity cannibalization is the second leak, and it is sneakier. Three articles on roughly the same topic, published over the years by different writers, each ranking somewhere on page two. None of them earning what one focused page should. The site looks busy in a content audit. The site looks broken in a revenue audit. Those are not the same audit.
The eight people in the Zakopane workshop saw both patterns surface on a site they had picked themselves, with no prep on my side. The room did not need me to explain the implication. The owner of that site, whoever they are, is losing money on it right now.
Questions Every Founder Should Be Asking Right Now
If you publish content and you are not sure whether it earns its keep, three questions will tell you faster than any dashboard. Each one surfaces the same kind of revenue leak the Zakopane workshop saw in real time, and you can run them on your own site this afternoon.
Which buyer queries have no page on your site? Pull the top searches your buyers run at the evaluation and validation stages. Brand versus brand. Alternatives to X. Pricing models. Integration questions. Cross-check which of those have a page on your site. The ones that do not are where the missing pillars live. If you find six, you have a pattern, not an anomaly.
How many of your pages are fighting each other for the same entity? Export your top 100 URLs by impressions. Group them by the central entity each page targets. If three or four pages cluster around the same entity, you are cannibalizing yourself. The fix is not more content. The fix is consolidation, redirects, and a single focused page that earns the position the others were splitting between them.
Which stage of the buyer journey are you overbuilt at? Most companies I audit have spent three years writing awareness content and almost nothing past the evaluation stage. The traffic looks healthy. The pipeline does not. If your content output skews top-of-funnel and your sales team complains about lead quality, those two things are connected.
If the answer to any of these makes you uncomfortable, that is the signal. It is also the most common signal I see. Discomfort at this stage is normal. Doing something about it is not.
What I Am Taking Into Every Future Talk
Bring a tool that solves a real problem. Hand the input to the audience. Let the room do half the work for you. Sharper questions. Better demo. A session that delivers something a slide deck cannot.
The format does the work. A live audit on an audience-picked site forces the demo to be useful in the moment, which is a higher bar than useful in theory. The speaker becomes an operator at work. The audience becomes participants instead of viewers. Both sides leave with something a slide deck would not have produced.
I will structure every future talk this way.
Thank You
Thank you to Tomasz Domański for the invitation and for staying in the room. Thank you to the WhitePress team for the opportunity. First speaking gigs are a real threshold for anyone who has spent a decade writing about a craft instead of standing up to defend it in front of peers. I am grateful for the push.
First of many.
If you want the same audit run on your site, the same way I ran it in Zakopane, with the gaps sequenced by revenue impact, that is what Work With Me is for. If the result calls for execution at scale, with content briefs and the links to back them up, Mojo Links is the team.