E-Coffee with Experts

Digital Web Solutions
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Sip & Soar: Welcome to 'E-coffee with Experts' - Brewing Wisdom, One Expert Conversation at a Time. Grab Your Digital Mug, Let's Elevate Together!

  1. 7h ago

    Benj Arriola: How Data-Driven Content Beats Keyword-Based SEO

    What happens to SEO when people stop searching the way they used to? In this episode with our host Dawood Bukhari, Benj Arriola, Sr. SEO Director at 85Sixty, shares what he’s seeing firsthand as AI Overviews, GEO, and AEO change how people discover and evaluate information online. He talks about how his SEO team once contributed 70% of the company’s revenue, the technical challenges of working with proprietary CMS platforms at enterprise scale, and why fan-out queries are changing the way SEOs think about keyword research. Benj also breaks down what it means to optimize for AI platforms alongside traditional search engines — from making your site easier to crawl to creating the kinds of content AI systems are more likely to surface, such as original research and product comparisons. He shares a practical impact-vs.-effort framework for deciding which technical SEO issues are actually worth fixing. The conversation also gets into one of the biggest challenges in the AI era: attribution. Benj explains why GA4’s AI Assistance channel still has limitations, what data you can actually trust, and which metrics are worth bringing to stakeholders. If you work in enterprise SEO, manage an in-house team, or simply want to understand where search is heading, this episode offers a practical, behind-the-scenes look at navigating SEO, AEO, and GEO in a rapidly changing search landscape. Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetings In this episode, we discuss: 00:00 - 00:22: Introducing Benj Arriola 00:22 - 02:39: SEO vs GEO vs AEO — What's Really Changed 02:39 - 08:08: Planning Technical Audits Across AI Platforms 08:08 - 12:02: Scaling an SEO Team to 70% of Revenue 12:02 - 15:43: Enterprise CMS Challenges in Technical SEO 15:43 - 19:36: Fan-Out Queries and Content Planning 19:36 - 22:11: Content Types That Win in AI Search 22:11 - 24:41: Why Original Research and Comparisons Convert 24:41 - 29:22: Reporting Metrics That Matter for AEO and GEO 29:22 - 31:11: What's Next for Benj Arriola 31:11 - 32:16: Closing Thoughts  Connect with Benj Arriola  https://www.linkedin.com/in/benjarriola/  https://www.85sixty.com/  FOLLOW US Website: https://www.digitalwebsolutions.com/ Facebook: https://www.facebook.com/digiwebsol Instagram: https://www.instagram.com/dws_global LinkedIn: https://www.linkedin.com/company/digital-web-solutions./

  2. 4d ago

    Why SEO Isn't Dead: Richard Hill Explains AI Search

    Richard Hill, CEO at eComOne, joins E-Coffee with Experts to break down how SEO is evolving in the age of AI search. Richard started selling computer components online 25 years ago, grew that business to over 12 million pounds a year, then built eComOne into a 30-person agency focused on mid-market ecommerce brands. In this episode, Richard shares the systems and frameworks (like his agency's "Catalyst Framework") that let his team scale delivery without losing quality, why community and podcasting became a real lead-generation channel, and how AI tools like Claude have changed the speed of SEO research and data work. The core of the conversation is AI search visibility: how brands get cited inside ChatGPT, Claude, and AI Overviews, why entity stacking and third-party validation matter more than ever, and why "SEO is dead" is one of the biggest pieces of misinformation in marketing right now. Richard also explains why tracking AI citation share, not just keyword rankings, will define the next few years of ecommerce marketing. If you run an ecommerce brand or agency and want to understand how search behavior is shifting across Google, AI chatbots, and everywhere in between, this episode is packed with practical takeaways. Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetings In this episode, we discuss: 00:00 - 04:31: Introduction 04:31 - 07:33: Richard's Journey & eComOne 07:33 - 10:35: Agency vs. Client Disconnects 10:35 - 12:47: Systems Over Heroics 12:47 - 16:09: Podcasts, Events & Relationships 16:09 - 18:20: AI-Led Discovery & Landing Pages 18:20 - 19:36: Favorite AI Tools 19:36 - 21:09: Where AI Creates Real Leverage 21:09 - 23:40: Biggest Google Updates Ever 23:40 - 26:44: Metrics Becoming Obsolete & AI Citations 26:44 - 28:05: Advice, Rapid Fire & Closing  Connect with Richard Hill  https://www.linkedin.com/in/richardhillhq  https://www.seotrafficlab.com  https://www.ecomone.com/  FOLLOW US Website: https://www.digitalwebsolutions.com/ Facebook: https://www.facebook.com/digiwebsol Instagram: https://www.instagram.com/dws_global LinkedIn: https://www.linkedin.com/company/digital-web-solutions./

  3. 6d ago

    Jerry Chen: How Systems Thinking Built a Data-Driven SEO Agency

    What happens when an aerospace engineer brings systems engineering into the world of SEO? That’s the story of Jerry Chen. Before entering SEO more than 20 years ago, Jerry worked on major aerospace programs, including the Boeing 787, C-17, and X-37 space plane. Today, he leads ECF Marketing and ThrustIQ, using data, automation, and AI to help businesses build more effective growth systems. In this episode with our host Michael Barber, Jerry Chen - the Director of SEO & AI Search at ECF Marketing, talks about how his aerospace background continues to influence the way he thinks about SEO, from building repeatable processes to designing systems where multiple AI agents can work together like a team. He also shares what it really takes to build a data-driven SEO operation and stay in the game through two decades of Google algorithm changes. Along the way, we get into the human side of running a business too: why emotional intelligence, communication, and operational discipline can be just as important as technical knowledge. Jerry also walks us through a fascinating experiment in AI search visibility. Without ever doing client work in a particular country, he managed to become recognized there as an SEO authority by understanding how AI Overviews select and cite sources. From query fan-out and content architecture to the transition from search engines to answer engines, this conversation explores what’s changing in search, and what marketers need to rethink as AI becomes a bigger part of how people discover information. If you work in SEO, run an agency, manage an in-house marketing team, or simply want to understand where GEO and AEO are heading, this episode offers a very different way to think about search: through the lens of systems, data, and AI. Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetings In this episode, we discuss: 00:00 - 01:35: Introduction 01:35 - 04:13: Systems Thinking From Aerospace to SEO 04:13 - 07:30: Boeing 787 Lessons in Systems Engineering 07:30 - 11:06: Staying Resilient Through Google Algorithm Updates 11:06 - 13:08: White Hat, Black Hat, and Diversified SEO 13:08 - 15:39: What Data-Driven SEO Really Looks Like 15:39 - 20:18: Why ThrustIQ Exists to Bridge the AI Gap 20:18 - 23:00: The Rise of AEO, GEO, and AI Search 23:00 - 25:53: From Search Engines to Answer Engines 25:53 - 28:34: Every Platform Is Now a Search Engine 28:34 - 32:15: Winning AI Overviews Without Owning the Content 32:15 - 35:48: Understanding Query Fan-Out 35:48 - 37:20: Balancing AI Content With Real UX 37:20 - 40:20: Disclosing AI Use Builds Authenticity 40:20 - 43:20: The Risk of Faceless AI-Generated Brands 43:20 - 45:04: Why Authenticity Wins in the AI Economy  Connect with Jerry Chen  https://www.linkedin.com/in/jerrycchen/  https://ecfmarketing.com/  FOLLOW US Website: https://www.digitalwebsolutions.com/ Facebook: https://www.facebook.com/digiwebsol Instagram: https://www.instagram.com/dws_global LinkedIn: https://www.linkedin.com/company/digital-web-solutions./

  4. Aug 31

    Louise Boyd & Jenny Adams: What It Takes to Get Cited by AI Search Engines

    What does marketing look like when your customers take months or even years to make a buying decision? And what happens when Google is no longer the only place where people discover your brand? In this episode, Austin Willman is joined by Louise Boyd, Head of Marketing, and Jenny Adams, Marketing Director at Aspect, a UK-based marketing and communications consultancy working across the energy sector. Together, they explore what it takes to market complex B2B businesses in a world where AI is changing how brands get discovered, evaluated, and trusted. They dig into the challenges of proving marketing's impact when the path from first touch to closed deal can be incredibly long. They also discuss why marketers need to be involved in growth decisions earlier, how account-based marketing can work when your total addressable market is relatively small, and what in-person events and brand activations can actually contribute to the bigger picture. The conversation then shifts to AI search and LLM visibility. Louise shares how her SEO experience translates to platforms like ChatGPT, Gemini, and Claude, from getting the technical foundations right to using proprietary data and building a consistent presence across trusted third-party sources. Jenny also makes the case for putting brand back at the center of the conversation. When you're working with multi-year sales cycles, short-term campaigns alone aren't enough. Building recognition and trust over time can be just as important as generating immediate leads. They finish with a practical discussion around budgets, measurement, experimentation, and the importance of having enough internal trust to try new things. If you're working in B2B, energy, or any industry where deals don't happen overnight, this episode offers plenty of practical ideas for navigating longer sales cycles and a search landscape that's rapidly being reshaped by AI. Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetings In this episode, we discuss: 00:00 - 01:42: Meet Louise and Jenny From Aspect 01:42 - 03:05: Turning Marketing Into a Revenue Driver 03:05 - 05:43: Testing Ideas Before They Go Live 05:43 - 07:21: Attribution in Long B2B Sales Cycles 07:21 - 09:47: Choosing the Right Marketing KPIs 09:47 - 10:40: Why Account-Based Marketing Is Growing 10:40 - 13:06: The Billboard Story and Weird Marketing Bets 13:06 - 15:32: Measuring In-Person Brand Activations 15:32 - 18:08: What Aspect Does for Clients 18:08 - 21:00: Why Sales and Marketing Must Share Insights 21:00 - 25:06: Building Trust With AI Search Engines 25:06 - 26:50: Owned vs Earned in the Age of LLMs 26:50 - 29:36: Why Brand Is Back 29:36 - 31:08: Short-Term Metrics vs Long-Term Brand Building 31:08 - 35:06: Where to Spend an Extra Marketing Budget 35:06 - 41:03: Aspect's Insight, Strategy, Impact Framework 41:03 - 43:22: Final Advice for Marketers  Connect with Louise Boyd & Jenny Adams Louise Boyd: https://www.linkedin.com/in/louise-boyd/ Jenny Adams: https://www.linkedin.com/in/jenny-adams-53717522/ Aspect: The Strategic Communication Experts: https://weareaspect.com  FOLLOW US Website: https://www.digitalwebsolutions.com/ Facebook: https://www.facebook.com/digiwebsol Instagram: https://www.instagram.com/dws_global LinkedIn: https://www.linkedin.com/company/digital-web-solutions./

  5. Aug 27

    John Morabito: Why Brand Mentions Matter More Than Rankings in AI Search

    Search marketing is changing fast with AI, but a lot of SEOs are still trying to measure it the same way they always have. In this episode, John Morabito, Senior Vice President of Search, Innovation at Stella Rising, joins Austin Willman to talk about how Generative Engine Optimization (GEO) is changing the way brands show up online, both in traditional search results and in AI-generated answers. John explains why GEO can’t always be measured like a typical direct-response channel. Instead, getting your brand mentioned in AI tools may need to be approached more like brand marketing. He shares how his team looks at signals like AI citations, YouTube and TikTok views, and increases in branded search to understand the bigger impact, even when there’s no perfect way to attribute results. They also talk about why brand websites make up only a small percentage of AI citations, and why off-site content, like digital PR, listicles, and social media, is becoming more important. John shares how getting featured in existing listicles can influence what AI models cite, and how Stellar Rising uses tools like Search Track, Talk Track, and Chat Track to get a clearer picture of overall search visibility. Later, John and Austin get into the growing importance of information gain, using platforms like Reddit to uncover insights AI tools don’t always surface directly, and why understanding both algorithms and human behavior, plus having good taste, might be what really sets marketers apart moving forward. Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetings In this episode, we discuss: 00:00 - 01:23: Introduction 01:23 - 02:42: The Outdated SEO Mindset in a GEO World 02:42 - 05:49: Measuring GEO Through Social and Video Citations 05:49 - 07:51: Correlating Video Views With Brand Search Growth 07:51 - 10:19: Search Track and the Unified Search Measurement Framework 10:19 - 12:24: Why Brand Websites Get Only 6% of Citations 12:24 - 14:24: Owned vs. Earned in the Age of AI Search 14:24 - 17:30: Condé Nast, Hearst, and the Power of Media Citation Share 17:30 - 19:20: The Otterly Experiment: Buying Listicle Placements 19:20 - 21:20: Black Hat Tactics When There Are No Clear Rules 21:20 - 23:04: Web 2.0 Profiles and the Corroboration Wheel 23:04 - 24:27: Human Psychology as the Real Search Algorithm 24:27 - 27:47: Brand Activations, Nav Boost, and the Mercedes Study 27:47 - 28:40: A Quick Detour on Will Reynolds and Wedding Plans 28:40 - 31:08: Information Gain and Creating Content That Matters 31:08 - 33:16: Mining Client Data and Scraping Reddit for Insight 33:16 - 36:40: Taste as the Last Defensible Moat in AI Search 36:40 - 37:18: Closing Thoughts  Connect with John Morabito  https://www.linkedin.com/in/john-morabito-29459655/  https://www.stellarising.com/  FOLLOW US Website: https://www.digitalwebsolutions.com/ Facebook: https://www.facebook.com/digiwebsol Instagram: https://www.instagram.com/dws_global LinkedIn: https://www.linkedin.com/company/digital-web-solutions./

  6. Aug 26

    Sierra Karst: Why Volume Is Beating Quality In AI Search Right Now

    In this episode of E-Coffee with Experts, Dawood Bukhari speaks with Sierra Karst, SEO Manager at HawkSEM, about the shift from traditional SEO to Generative Engine Optimization (GEO) and what it means for the future of search. They discuss what it takes for brands to stay visible as AI tools and large language models become part of the search experience. Sierra shares why simply targeting keywords is no longer enough, how LLMs interpret context and intent, and why strong storytelling and subject-matter expertise are becoming increasingly important. She also walks through her approach to SEO, from onboarding new clients and identifying content opportunities to building credible expert profiles and creating content that can appear in both Google search results and AI-generated answers. The conversation goes beyond on-page SEO as well. Sierra shares her thoughts on the role of brand mentions, citations, Reddit, Quora, and link building in an AI-driven search landscape. She also talks about the tools and workflows she uses to research trends, monitor brand relevance, and produce localized content at scale. For anyone working in SEO or digital marketing, this episode offers a practical look at where search is heading, and what you can start doing now to stay visible as the landscape continues to evolve. Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetings In this episode, we discuss: 00:00 - 01:38: Introduction 01:38 - 02:30: How Journalism Skills Translate to SEO and GEO 02:30 - 03:19: SEO, GEO, or Search Expert? Defining the New Role 03:19 - 04:55: Why AI Search Is a Bigger Shift Than Panda or Penguin 04:55 - 06:08: Using AI as a Research Partner Without Losing Quality 06:08 - 07:12: Scaling Content Production the Right Way 07:12 - 08:53: Planning the Initial Roadmap for AI vs Google 08:53 - 10:19: Client Roadmaps, Brand Audits, and EEAT Signals 10:19 - 12:34: Hiring for GEO: Skills That Matter Now 12:34 - 14:00: Structuring Content for AI Overview 14:00 - 15:50: Storytelling vs Just Chunking Content for LLMs 15:50 - 17:49: How Topical Authority Has Evolved 17:49 - 18:55: Why Named Expert Profiles Beat Generic Team Authority 18:55 - 20:37: Are Links Still Dead? Rethinking External Signals 20:37 - 22:37: Quality vs Volume in AI Citations 22:37 - 24:33: The Risk of Chasing Mentions Without Relevance 24:33 - 25:50: Doing Reddit the Right Way 25:50 - 26:05: Is Quora Still Worth It? 26:05 - 27:20: Tracking Which Platforms Actually Move the Needle 27:20 - 29:27: What Should Be in Your SEO/GEO Report 29:27 - 30:08: The SEO Belief That's Officially Outdated 30:08 - 32:18: Automating SEO Research and Content at Scale 32:18 - 33:14: Closing Thoughts Connect with Sierra Karst  https://www.linkedin.com/in/sierra-karst-73119b14b/  hawksem.com FOLLOW US Website: https://www.digitalwebsolutions.com/ Facebook: https://www.facebook.com/digiwebsol Instagram: https://www.instagram.com/dws_global LinkedIn: https://www.linkedin.com/company/digital-web-solutions./

  7. Aug 26

    Ryan Turner On Turning Website Content Into 200% More Leads

    Ryan Turner has been working in SEO and web design for over two decades. As the Co-Owner at 3PRIME, LLC, he has seen the digital landscape evolve firsthand—and now, AI is changing the rules once again. In this episode, Ryan shares how businesses can adapt to the shift in search and discovery as more people turn to tools like ChatGPT to find and research companies. From structuring your website and content for better AI visibility to communicating your expertise in a way that builds trust, he breaks down what businesses should be paying attention to right now. Ryan also shares real-world lessons from his own journey, including how a simple content rewrite helped one client generate 200% more leads, what he learned from a failed low-cost marketing offer, and why understanding your clients and building genuine relationships can still make a bigger difference than automation. He also reflects on his experience in the Goldman Sachs 10,000 Small Businesses program and the lessons that shaped the way he runs his business today. If you're trying to understand where SEO, AI, and content marketing are heading—and what your business can do to keep up, this conversation offers practical insights you can apply to your own online presence. Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetings In this episode, we discuss: 00:00 - 00:49: Introduction 00:49 - 01:41: How AI Visibility Is Changing Client Conversations 01:41 - 03:43: Building Trust Through Regular Client Check-Ins 03:43 - 04:54: What Great Website Content Looks Like Today 04:54 - 07:25: Why Explaining Your Process Beats Keyword Targeting 07:25 - 07:52: Quick Technical Break 07:52 - 09:07: The Story Behind a 200% Lead Increase 09:07 - 10:45: Inside the Goldman Sachs 10,000 Small Businesses Program 10:45 - 12:43: Pivoting During COVID and Building Lens 12:43 - 13:34: Lessons Learned From a Failed Low-Cost Offering 13:34 - 17:45: Human Relationships in an AI-Driven World 17:45 - 21:27: Generational Shifts and the Return to Real Conversation 21:27 - 22:22: Why DIY Websites Often Fall Short 22:22 - 24:15: Building Credibility and AI Visibility Signals 24:15 - 27:02: How 3PRIME's AI Visibility Audit Works 27:02 - 29:17: Being Visible Enough to Get Cited by AI 29:17 - 31:27: Why Writing Sharpens Strategic Thinking 31:27 - 34:03: What's Next for Ryan Turner and 3PRIME 34:03 - 36:11: Closing Thoughts  Connect with Ryan Turner  https://www.linkedin.com/in/ryan3prime/  https://3-prime.com  FOLLOW US Website: https://www.digitalwebsolutions.com/ Facebook: https://www.facebook.com/digiwebsol Instagram: https://www.instagram.com/dws_global LinkedIn: https://www.linkedin.com/company/digital-web-solutions./

  8. Aug 25

    How Korena Keys Built an Agency Around Constant Testing

    When Korena Keys noticed her agency's tech stack exploding a few years ago, she didn't just start cutting tools; she started writing job descriptions for them. Literally. Every new piece of technology gets evaluated like a new hire: what's it supposed to do, what are the accountability parameters, and does it get a 30-60-90-day review like anyone else on the team? Korena spent fifteen years inside full-service agencies before founding KeyMedia Solutions in 2011, built around a simple frustration: smaller businesses were locked out of the enterprise-level tools and technology that bigger brands had access to. She set out to change that. In this conversation with our host Ranmay Rath, Korena Keys, Founder & Visionary at KeyMedia Solutions, talks about why she chose to expand and hire during the pandemic when most agencies were pulling back, what real AI governance looks like operationally inside a client-facing agency, and why she believes AI search is pushing the industry back to fundamentals: quality content, real authorship, and answering the questions people actually have. Rounding out the episode, Korena discusses building a personal brand through Forbes Council contributions and her book, why she's pushing her team to build their own brand voice early, and the one piece of advice she'd give to young entrepreneurs starting out. Whether you run an agency, manage a marketing team, or are figuring out how to responsibly adopt AI in your organization, this episode offers a grounded, experience-backed perspective on scaling without losing control. Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetings In this episode, we discuss: 00:00 - 00:56: Introduction 00:56 - 01:57: Korena's Journey Into Marketing 01:57 - 03:04: Founding KeyMedia Solutions 03:04 - 04:48: Closing the Gap Legacy Agencies Missed 04:48 - 06:51: Scaling Without Losing Simplicity 06:51 - 09:31: Building Concept One 09:31 - 11:46: Expanding During the Pandemic 11:46 - 14:30: Building Real AI Governance 14:30 - 16:12: Is Organic Search Dying in the AI Era? 16:12 - 18:50: Building Credibility and Personal Brand 18:50 - 20:11: Advice for Young Entrepreneurs  Connect with Korena Keys  https://www.linkedin.com/in/korena  keymediasolutions.com  FOLLOW US Website: https://www.digitalwebsolutions.com/ Facebook: https://www.facebook.com/digiwebsol Instagram: https://www.instagram.com/dws_global LinkedIn: https://www.linkedin.com/company/digital-web-solutions./

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Sip & Soar: Welcome to 'E-coffee with Experts' - Brewing Wisdom, One Expert Conversation at a Time. Grab Your Digital Mug, Let's Elevate Together!

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  • Creator
    Digital Web Solutions
  • Years Active
    2024 - 2026
  • Episodes
    420
  • Rating
    Clean
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    © Copyright 2023 Digital Web Solutions
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    E-Coffee with Experts