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.
Takeaways:
- Traffic volume means nothing without conversions.
- SEO should be measured by revenue impact, not clicks.
- AI search is growing, but fundamentals still matter most.
- LLM traffic converts better, even if smaller.
- Most SEO fails due to missing strategy.
- Quick wins come from optimizing existing pages first.
- Agencies should reject unrealistic SEO budgets.