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.

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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

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