Business
In this episode of E-coffee with Experts, Andrii Shum, Head of SEO at SeoProfy, explains how modern SEO strategy is shifting toward conversion-driven traffic, AI search visibility, and smarter attribution modelling. If you're still defending retainers with keyword rankings and pageviews, this conversation will change how you position SEO to clients.
We explore why last-click attribution is hurting long-term pipeline growth, how AI Overviews and LLM search are reshaping discovery journeys, and why agencies must rethink measurement beyond organic sessions.
Andrew also shares how his team evaluates SEO candidates, builds internal dashboards for decision-making, and identifies low-hanging opportunities that produce faster wins for clients.
You’ll learn how to:
- Measure SEO performance beyond traffic
- Identify high-intent keywords that convert
- Adapt strategy for AI search and LLM visibility
- Avoid common reasons SEO campaigns fail
- Build roadmap-driven SEO strategies that scale revenue
- Communicate ROI clearly to clients and stakeholders
Whether you're a founder, marketing leader, or agency owner, this episode shows how to make SEO accountable to business outcomes, not vanity metrics.
Get access to 250k+ link connections and build your website authority with us: https://www.digitalwebsolutions.com/
In this episode, we discuss:
00:00 - 01:05: Why Traffic Alone Doesn’t Matter
01:05 - 02:05: What Quality Traffic Really Means
02:05 - 03:05: How To Track Traffic That Converts
03:05 - 04:10: Why SEO Needs Better Dashboards
04:10 - 05:05: Building Internal SEO Tools Faster
05:05 - 06:10: Making SEO Decisions Using Data
06:10 - 07:05: Why Checklist SEO Fails
07:05 - 08:05: How To Test SEO Strategists Properly
08:05 - 09:40: The Problem With Last Click Attribution
09:40 - 11:05: AI Search vs Traditional SEO Traffic
11:05 - 12:05: Why Informational Traffic Is Dropping
12:05 - 13:15: How AI Mentions Increase Brand Searches
13:15 - 14:35: Should Agencies Worry About AI SEO
14:35 - 15:45: Why SEO Still Matters Today
15:45 - 17:00: Why LLM Traffic Converts Better
17:00 - 18:25: When Agencies Should Reject Clients
18:25 - 20:00: Setting Real SEO Budgets That Work
20:00 - 21:00: Why Cheap SEO Often Fails
21:00 - 22:10: Biggest Reason SEO Campaigns Fail
22:10 - 23:10: Why Strategy Beats Random SEO Tasks
23:10 - 24:15: Showing Clients Quick SEO Wins
24:15 - 25:15: Finding Easy Keyword Opportunities
25:15 - 26:10: When Traffic Volume Still Matters
26:10 - 27:05: How Agencies Should Talk About SEO
27:05 - 28:05: Why SEO Is A Long Term Strategy
28:05 - 28:53: Where To Follow Andrii Shum
Connect with Andrii Shum
https://www.linkedin.com/in/shum/
http://seoprofy.com/
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Website: https://www.digitalwebsolutions.com/
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