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In this episode of E-Coffee with Experts, we sit down with Lorenza Colombo, Senior SEO Manager at Flix (formerly FlixBus), to uncover how she’s scaling SEO strategy across 50+ international markets, and why AI might be the biggest opportunity (or threat) to your search traffic.

Lorenza breaks down how Flix uses a smart SEO framework she calls “Minimum Viable Optimization” to manage visibility across dozens of countries. She shares how their team navigates global complexity through localized strategies, market clustering, and performance-based content decisions.

We dive deep into the intersection of AI and SEO, discussing how Lorenza’s team uses tools like ChatGPT and Gemini (and when they don’t), why brand sentiment is now part of the SEO equation, and how to prepare for AI agents and search overviews taking over traditional SERPs.

Lorenza also shares the top metrics marketers should be tracking in an AI-first world, along with practical advice for founders, SEOs, and leaders building global strategies today.

TAKEAWAYS:

01

SEO is not dying; it's evolving constantly.

02

AI is becoming integral to SEO strategies.

03

Localization is more than just translation; it's about understanding the market.

04

Technical SEO issues like hreflang tags are often overlooked.

05

AI tools can assist but should not replace human expertise.

06

Sentiment analysis of brand mentions is crucial in the AI era.

07

Future SEO strategies will need to consider AI chatbots as a channel.

08

Continuous research and testing are essential for SEO success.

09

Understanding cultural nuances is vital for international SEO.

10

The landscape of SEO will continue to change rapidly.

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