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In this episode of E-Coffee with Experts, host Ranmay chats with Sara Kavanagh, Director of SEO at Candidsky, about how AI is reshaping SEO, and why most marketers are using it wrong. Sara shares her journey from content to SEO leadership and gives a behind-the-scenes look at how her agency blends paid media, digital PR, and organic strategy to help brands grow.

She doesn��t hold back on what��s really happening with AI in SEO. From Google’s constant updates to Bing��s quiet comeback, Sara explains why content quality and expertise matter more than ever. She reveals how long-tail keywords are driving LLM-based search, and why companies must now answer buyer-specific questions in detail. No more hiding pricing or vague service pages, Google wants clear, helpful, conversion-driven content.

Sara also dives into how her team collaborates across paid and SEO, something many agencies struggle with, and why CRO and UX are now just as critical as ranking.

You��ll also hear what business owners often get wrong: assuming that traffic = sales. Spoiler alert: it doesn��t. Especially if your site experience or offer isn��t strong.

TAKEAWAYS:

01

AI is a valuable tool for efficiency but should not replace quality content creation.

02

Long-tail keywords are becoming increasingly important in SEO strategies.

03

Collaboration between SEO and paid media teams can enhance client outcomes.

04

Misconceptions about SEO often lead clients to overlook UX and conversion factors.

05

Enterprise clients tend to be less hands-on compared to startups in SEO projects.

06

Smaller businesses may over-involve themselves, hindering campaign effectiveness.

07

SEO strategies must adapt to the evolving landscape of AI and search engines.

08

Understanding client goals is crucial for effective SEO and paid media strategies.

09

SEO can be fun and engaging, breaking the stereotype of being purely data-driven.

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