In this episode of E-Coffee with Experts, our host Ranmay sits down with Sam Page, Head of SEO at InMotion Hosting, to unpack how modern SEO leaders must adapt in an AI-driven search landscape.
With over 20 years of hands-on SEO experience, Sam has led search strategy across agencies and global brands including Amazon Business and Slack. In this conversation, he shares how SEO has shifted from rankings to revenue, why content alone no longer wins, and how off-page signals, brand mentions, and LLM visibility are redefining success.
We talk about:
- SEO forecasting that leadership actually trusts
- Agency vs in-house SEO realities
- Google Helpful Content Update impact
- Programmatic SEO in an AI world
- Internal linking & information architecture today
- Preparing SEO teams for 2026 and beyond
This episode offers practical insights on building resilient, future-proof SEO strategies in the age of AI and large language models.
Takeaways:
- Agency work provides a fast-paced learning environment.
- Data is essential for justifying SEO initiatives to leadership.
- Collaboration with internal teams is crucial for SEO success.
- The helpful content update had a significant impact on SEO practices.
- Optimizing for LLMs is similar to traditional SEO.
- Technical SEO elements like schema are still important.
- Programmatic SEO can be valuable if done correctly.
- Content architecture affects how well content is found.
- Young professionals should experiment and create their own projects.