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.
Takeaways:
- GEO requires storytelling and topical authority, not just keyword targeting.
- LLMs read content for intent and context, not exact-match keywords.
- EEAT now works best when tied to real, named expert profiles.
- Right now, citation volume outperforms pure quality in AI search rankings.
- Unlinked brand mentions in relevant publications now carry real ranking weight.
- Featured snippet-style formatting helps content get pulled into AI summaries.
- Reddit and Quora work best with genuine, niche-relevant expert answers.
- AI tools like the Gemini API can track brand-keyword association at scale.