Business
Crystal Carter, Head of AI Search and SEO Communications at Wix, joins e-Coffee with Experts to break down what SEO actually means in a world dominated by AI search engines.
Crystal shares how she started her career being handed the internet as a young millennial, built her expertise across freelance, agency, local authority, and e-commerce, and now leads SEO communications for one of the largest website builders in the world with over 300 million users.
In this episode, we cover how Wix is building AI search tools to help users track their visibility, why entity optimization matters more than ever, how brands should think about citations and third-party validation in the age of LLMs, and what signals tell you that an AI search strategy is genuinely creating business value.
Crystal also gets practical about audience research, content strategy for AI citations, the importance of YouTube as a citation source, and why working backwards from prompts beats chasing keywords.
Whether you are an SEO professional, a brand marketer, or a founder trying to understand where search is going, this episode gives you a clear picture of what to focus on right now.
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In this episode, we discuss:
00:00 - 00:30: Introduction
00:30 - 02:24: Crystal's Journey Into SEO and Digital Marketing
02:24 - 03:32: Speaking Internationally — From Free Tickets to Keynotes
03:32 - 05:11: Agency vs. In-House: Working at Wix vs. Client Side
05:11 - 07:06: How Education and Community Build Trust in SEO Tools
07:06 - 10:53: What Makes an AI Search Initiative Actually Valuable
10:53 - 13:00: SEO Beyond Rankings — What Brands Should Optimize For
13:00 - 15:35: Entity Optimization and Why LLMs Need to Know Who You Are
15:35 - 19:05: Building Sustainable Brand Signals for AI Search
19:05 - 21:33: Crystal's Favorite AI and SEO Tools Right Now
21:33 - 26:09: Advice for Young Marketers — Show, Tell, and Don't Wait
26:09 - 27:38: Closing Remarks and Where to Find Crystal
Connect with Crystal Carter
https://www.linkedin.com/in/crystal-carter-digital/
wix.com
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