Business
In this episode of E-coffee with Experts, Cori Shirk, Director of SEO at Seer Interactive, sits down with Austin Willman to reveal how AI, search behavior, and content strategy are evolving, and why traditional traffic-focused SEO is no longer enough.
Cori shares what it takes to win in 2025 and beyond: visibility over vanity metrics, clarity over complexity, and a deep understanding of how users actually search in a world shaped by ChatGPT and LLMs.
She dives into real data, SEO culture, leadership insights, and the surprising role your website footer plays in AI-driven rankings. Whether you're running enterprise campaigns or leading SEO teams, this conversation is packed with hard truths, actionable strategies, and a fresh perspective on where search is headed next.
If you're serious about staying relevant in the next era of digital marketing, this is the episode you can’t miss.
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In this episode, we discuss:
00:00 - 00:22: Introduction
00:22 - 01:36: How Seer Interactive Has Grown Over Time
01:36 - 02:26: Evolving from SEO to Full-Service Marketing
02:26 - 03:55: What It Means to Be a Certified B Corp
03:55 - 05:16: Retention Through Trust, Clarity & Communication
05:16 - 06:40: Seer’s Culture: Rigor vs. Structure Explained
06:40 - 08:36: Cori’s Leadership Style: Clarity, Empathy, and Experimentation
08:36 - 09:55: The Big SEO Challenge: AI and Visibility
09:55 - 11:44: Google Traffic Decline and AI Search Trends
11:44 - 13:14: Brand Visibility & Search Behavior from AI Tools
13:14 - 14:51: Budgeting for Top-of-Funnel & Standout Content
14:51 - 16:39: Using AI Prompts to Find Content Opportunities
16:39 - 17:43: SEO Reporting in 2025: New Metrics That Matter
17:43 - 18:59: Comparing Traffic Quality: AI vs. Traditional SEO
18:59 - 19:52: Attribution Challenges in the AI Search Era
19:52 - 21:21: Turning Curiosity into SEO Case Studies
21:21 - 23:14: How Your Website Footer Impacts AI Rankings
23:14 - 24:59: Simple SEO Wins with Big Impact
24:59 - 27:12: Final Advice: Curiosity Is Your Superpower
27:12 - 28:22: Final Thoughts
Connect with Cori Shirk
https://www.linkedin.com/in/cori-shirk-graft-b5769332/
https://www.seerinteractive.com/
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