In this episode of E-coffee with Experts, our host Austin Willman talks with Tom Skinner, Co-founder & Managing Director, Go Up Ltd, to break down what’s really happening in search right now, and why many AI tracking tools are creating more confusion than clarity.
We dive into why traditional SEO metrics can’t simply be copied into AI search, the risks of chasing vanity AI rankings, and how brands should instead focus on what actually drives organic growth: strong fundamentals, clear messaging, and digital PR.
Tom shares how Go Up has ranked top 3 for “SEO agency London” for nearly a decade, why backlinks and brand mentions matter more than ever, and how agencies should rethink client reporting in a post-AI world. We also discuss Rand Fishkin’s recent AI visibility research, the dangers of black-hat listicle manipulation, and why SEO and GEO should never be treated as separate strategies.
If you’re a founder, agency owner, or marketer trying to understand how AI is changing search — without falling for hype, this episode is for you.
Takeaways:
- Clients are looking at visibility through a traditional prism.
- The software for AI optimization is still developing.
- It's important to focus on organic business rather than just visibility.
- Clients want to see tangible results from AI tools.
- Transparency in agency operations builds trust with clients.
- Referrals and word of mouth are crucial for agency growth.
- Digital PR is becoming increasingly important in the AI era.
- Mentions can be as valuable as backlinks in SEO.
- Agencies should focus on long-term strategies rather than quick wins.
- Experts should be involved in the sales process to ensure clarity.