In this episode of E-Coffee with Experts, Austin Willman sits down with Mark Williams-Cook, Digital Marketing Director of Candour, to break down what actually works in SEO, digital PR, and brand building in the age of AI search.
With over 20 years of experience, Mark shares how large language models are reshaping visibility, why keyword research alone no longer works, and how brands can win inside ChatGPT, Gemini, and future AI-driven browsers. They explore practical use cases of AI inside SEO agencies, from content creation through expert interviews to vector-based redirects and reactive digital PR automation.
You’ll also learn why AI search results are increasingly vulnerable to spam, how LLMs decide when to “ground” answers in real search results, and why brand mentions, authority, and digital PR matter more than ever. Mark reveals his framework for optimizing visibility across AI-generated answers, not just Google rankings.
If you’re a founder, marketer, or SEO leader preparing for the post-AI search era, this episode will change how you think about traffic, content, and brand trust.
Takeaways:
- Candour is an SEO and design agency focused on organic SEO.
- AI is not just a trend; it's a fundamental shift in how SEO operates.
- Content production has been revolutionized by AI, allowing for dynamic conversations with experts.
- Digital PR is becoming increasingly important for brand visibility.
- Spam in AI search engines is a significant concern that needs addressing.
- Brands must focus on building relationships and trust in the digital space.
- The future of SEO will rely heavily on user interaction data.
- Understanding personas can enhance content strategy and engagement.
- Internal linking and content structure are crucial for effective SEO.
- Security risks associated with AI technologies are a growing concern.