Tom Shapiro: What Most SaaS Companies Get Wrong About SEO and Content

Jason Berkowitz: How to Win AI Visibility Before Your Competitors Even Know It Exists

Jason Berkowitz, SEO Director & Founder of Break The Web, joins Austin Willman on E-Coffee with Experts to talk about what's actually working in SEO and AI visibility right now, and what most brands are completely missing. Jason shares how his agency built Hugen, an in-house AI LLM visibility tracker that monitors brand mentions and sentiment across ChatGPT, Claude, Perplexity, and Gemini. He breaks down why brand sentiment in AI platforms is becoming one of the most important signals to track, and how his team uses an open source model to score responses at scale across thousands of daily prompts. The conversation covers the real state of off-page SEO and digital PR in the AI era, why certain content formats are now being cited as sources by LLMs, and how e-commerce brands should be thinking about product data, Google Merchant Center, and agentic commerce following Google IO. Jason also opens up about agency operations, how he uses AI as an assistant rather than an advisor, why he tells some prospects to spend their budget on paid ads instead of SEO, and how thought leadership and community have been his most reliable growth channels. If you work in-house at a brand or run an agency, this episode is packed with practical perspective on where SEO is heading and how to stay ahead. Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetings In this episode, we discuss: 00:00 - 00:46 Introduction 00:46 - 02:33 Off-Page SEO & Digital PR Strategy 02:33 - 04:35 Building Hugen: The AI Visibility Tracker 04:35 - 06:36 Tracking Brand Sentiment in LLMs 06:36 - 09:51 What Actually Influences AI Sentiment 09:51 - 12:06 AI Over-Reliance & Finding the Balance 12:06 - 15:53 E-Commerce SEO After Google IO 15:53 - 18:23 Optimizing for Humans vs. Algorithms 18:23 - 22:16 Writing Copy That Speaks to Your ICP 22:16 - 25:01 How the Agency Uses AI Internally 25:01 - 27:12 When SEO Works and When It Doesn't 27:12 - 30:27 Managing Client Expectations & Resources 30:27 - 33:21 How Break The Web Finds New Clients 33:21 - 35:05 Thought Leadership & Closing Thoughts  Connect with Jason Berkowitz  https://www.linkedin.com/in/jasonberkowitzseo/  https://breaktheweb.agency  FOLLOW US Website: https://www.digitalwebsolutions.com/ Facebook: https://www.facebook.com/digiwebsol Instagram: https://www.instagram.com/dws_global LinkedIn: https://www.linkedin.com/company/digital-web-solutions./

Manoosh Majdzadeh: How to Stay Visible When Search Belongs to the Algorithm

In this episode of E-Coffee with Experts, Austin sits down with Manoosh Majdzadeh, Head of Marketing at exalate, to unpack what modern B2B marketing actually looks like when the rules keep changing. Manoosh breaks down how brands can unify PPC, organic, PR, and thought leadership under one consistent brand umbrella. She shares why LLM share of voice is the biggest uncontrollable gap marketers face today, and how tools like Profound and Keywords.com only get you so far. She also digs into how Exalate approaches LinkedIn ABM, video SEO, budget allocation, conversion tracking, and building an inbound machine that keeps the pipeline fat across both MQLs and SQLs. The conversation goes deeper than tactics. Manoosh walks through how her team runs experiments, where they find inspiration for campaigns, how they kill tests that are not working, and why listening to your own customers and sales conversations is the most underrated research tool in marketing. She also opens up about internal communication in a remote-first company, what working out loud actually looks like in practice, and why communication is the silent engine behind every high-performing team. If you are a B2B marketer, marketing ops lead, or demand gen professional trying to stay sharp as channels fragment and AI reshapes search, this episode is for you. Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetings In this episode, we discuss: 00:00 - 01:00 Introduction 01:00 - 03:30 Marketing Under One Brand Umbrella 03:30 - 05:30 Finding Gaps Across the SERP 05:30 - 07:00 LLM Visibility and Share of Voice 07:00 - 09:00 Where to Allocate Budget 09:00 - 11:00 LinkedIn ABM and Thought Leadership 11:00 - 13:30 Video SEO and Use Case Content 13:30 - 16:00 Entry Offers and Conversion Tracking 16:00 - 18:30 How Experiments Start 18:30 - 20:00 Kill Criteria and Testing Timelines 20:00 - 22:30 Cross-Team Communication 22:30 - 25:00 Working Out Loud in a Remote Team 25:00 - 27:00 Why Communication Drives Performance 27:00 - 29:30 Understanding the Exalate Buyer 29:30 - 31:30 The Core Problem Exalate Solves 31:30 - 34:00 AI Tools and Internal Efficiency 34:00 - 37:00 The Real Cost of Automation 37:00 - 40:00 GPT to Claude and What Sticks 40:00 - 42:15 Final Thoughts and Where to Find Manoosh  Connect with Manoosh Majdzadeh  https://www.linkedin.com/in/manoosh-majdzadeh/  https://exalate.com  FOLLOW US Website: https://www.digitalwebsolutions.com/ Facebook: https://www.facebook.com/digiwebsol Instagram: https://www.instagram.com/dws_global LinkedIn: https://www.linkedin.com/company/digital-web-solutions./

Tom Shapiro: What Most SaaS Companies Get Wrong About SEO and Content

Tom Shapiro is the CEO at Stratabeat, Inc., a B2B SEO and content agency helping tech and SaaS companies break through marketing plateaus. With over 20 years in the industry, Tom started his career at iProspect as the 85th employee and helped grow the company from 12 million to 75 million dollars in just five years. He has since built Stratabeat into a full-service growth agency and authored multiple books, including Rethink Lead Generation. In this episode, Tom breaks down why most B2B marketing teams stay busy but never generate real pipeline growth, how behavioral intelligence changes the way you understand your website visitors, and why original research drove a 67 percent average increase in organic traffic for the B2B companies that used it. He also shares his practical framework for attribution in a zero-click, AI-influenced world and explains the one thing he wishes he had done earlier when building his agency. Whether you are leading a marketing team or building your own agency, this conversation is packed with direct, experience-backed insight on what actually drives growth in SEO, content, and conversion today. Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetings In this episode, we discuss: 00:00 - 01:04: Introduction 01:05 - 02:49: iProspect to Stratabeat: The Journey 02:50 - 04:28: Behavioral Intelligence and Audience Insights 04:29 - 06:40: Google Updates and Honest Marketing 06:41 - 08:38: Patterns of Inactive B2B Marketing 08:39 - 10:42: Thought Leadership as a Growth Engine 10:43 - 15:01: Original Research and the 67% Organic Traffic Lift 15:02 - 17:55: Measuring Marketing in a Zero-Click AI World 17:56 - 20:09: Favorite AI Tools and the Right Way to Use Them 20:10 - 23:22: CRO: What B2B SaaS Sites Are Getting Wrong 23:23 - 29:11: What Separates Brands That Stay Visible in Search 29:12 - 30:25: Advice for Those Starting Out in Marketing 30:26 - 32:57: Rapid Fire Round 32:58 - 34:16: Closing Thoughts  Connect with Tom Shapiro  https://www.linkedin.com/in/tomshapiro/  https://stratabeat.com/services/b2b-seo/  FOLLOW US Website: https://www.digitalwebsolutions.com/ Facebook: https://www.facebook.com/digiwebsol Instagram: https://www.instagram.com/dws_global LinkedIn: https://www.linkedin.com/company/digital-web-solutions./

Jason Mann: Why Most Brands Are Invisible to AI Right Now

In this episode, Jason Mann, Chief Growth Officer at The Players Company, breaks down what it actually takes to build a brand that investors want to back, why most companies fail on Amazon, how AI is reshaping content and brand discoverability, and what separates brands that scale from brands that stall. Jason shares how his background as a quarterback shaped his leadership style, why he believes AI is a tool that requires human expertise to work properly, and how community engagement has become one of the most powerful signals of brand value. Whether you are a founder, marketer, or agency owner, this episode is packed with practical frameworks for building authority, creating intentional content, and positioning your company for growth or acquisition. We talk about: - Why most brands fail on Amazon and what to do instead - How AI is becoming an influencer in the buyer decision process - The difference between vanity metrics and real community engagement - What private equity investors are actually looking for today - Founder-led content and why it outperforms brand-only content - How to build off-page authority so others talk about your brand - The calculator analogy that reframes how you should think about AI - Why intentional content beats trend-chasing every time Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetings In this episode, we discuss: 00:00 - 01:30: Introduction 01:30 - 03:30: AI Tools Without Training 03:30 - 04:50: AI Honeymoon Phase 04:50 - 06:30: Capital Deployment & High Growth 06:30 - 08:15: Health & Wellness Niche 08:15 - 10:15: Athlete to CEO 10:15 - 12:00: Quarterback Leadership Style 12:00 - 13:30: Business Mentors 13:30 - 15:30: What Most Brands Are Missing 15:30 - 17:00: Founder-Led Content 17:00 - 19:00: SEO, AEO & Podcasting 19:00 - 21:00: Content Strategy for Founders 21:00 - 22:30: TikTok & Platform Algorithms 22:30 - 24:30: M&A Metrics & Community Engagement 24:30 - 26:30: Influencer Marketing Pitfalls 26:30 - 28:30: Building the Right Audience 28:30 - 30:15: Getting Customers Off Platform 30:15 - 32:00: Attention Spans & Short Form Content 32:00 - 33:30: The Clipping Economy 33:30 - 35:30: Off-Page Authority & PR 35:30 - 37:30: Marketing as Test & Iteration 37:30 - 39:30: Synthetic AI Shoppers 39:30 - 41:00: Interest Media Age 41:00 - 42:30: Where to Find Jason 42:30 - 44:14: Final Thoughts & Wrap-Up  Connect with Jason Mann  https://www.linkedin.com/in/jason-mann-cep-a332a7168/  https://stockadmin.co  FOLLOW US Website: https://www.digitalwebsolutions.com/ Facebook: https://www.facebook.com/digiwebsol Instagram: https://www.instagram.com/dws_global LinkedIn: https://www.linkedin.com/company/digital-web-solutions./

Richard Morgan & Justin Barlow: How This Recruiting Firm Wins Clients With SEO and AI

Richard Morgan and Justin Barlow of Nigel Wright Group join our host, Austin Willman, on E-coffee with Experts to break down how a 37-year-old executive recruitment firm uses SEO, AI, and content strategy to consistently win new clients across the UK, Europe, and the US. Justin shares the exact SEO strategy behind 7,000 tracked terms, 3,500 on page one, and a 54% presence in AI overviews. He also explains why his team uses AI as a productivity tool but refuses to automate decisions, and what that distinction means for any business serious about protecting its reputation. Richard covers the rise of the Chief AI Officer, the challenge of setting KPIs for emerging roles, and how his firm helped their most mature business achieve over 20% productivity growth this year. They also get into the difference between brand building and work winning, why thought leadership content needs a shelf life of at least one year, and the one piece of advice Justin gives every marketing agency leader: stop spending 100% of your team's time on client work and carve out protected time to grow your own business. If you run an agency, manage a marketing team, or are trying to figure out how to position your business in an AI-first world, this conversation is for you. Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetings In this episode, we discuss: 00:00 - 01:42 Introduction 01:42 - 03:10 AI Adoption Across UK & Europe 03:10 - 05:33 Why They Refuse to Automate 05:33 - 08:00 Using AI as a Tool, Not a Decision-Maker 08:00 - 09:59 Writing Content for Executives, Not Algorithms 09:59 - 12:03 How Sales and Marketing Stay Aligned 12:03 - 14:30 SEO Strategy and Keyword Rankings 14:30 - 16:24 AI Overviews and Search Visibility 16:24 - 19:00 Brand Building vs. Work Winning 19:00 - 20:13 Targeting the Right Audience at the Right Time 20:13 - 22:39 The Rise of the Chief AI Officer 22:39 - 24:31 Can You Actually Measure AI's Impact? 24:31 - 26:28 KPIs That Still Matter 26:28 - 28:53 Expanding Into the US Market 28:53 - 30:08 Content Longevity and Thought Leadership 30:08 - 31:30 Tracking SEO and AI Performance With SEMrush 31:30 - 33:25 What Marketing Agencies Get Wrong 33:25 - 35:31 Clarity Before Solutions 35:31 - 37:45 How They Built Their SEO Engine From Scratch 37:45 - 40:00 Give Your Team Time to Grow Your Business 40:00 - 41:15 Where to Find Richard and Justin 41:15 - 42:37 Closing Thoughts  Connect with Justin Barlow and Richard Morgan https://www.linkedin.com/in/justinbarlow/ https://www.linkedin.com/in/richmorgannw/ https://nigelwright.com  FOLLOW US Website: https://www.digitalwebsolutions.com/ Facebook: https://www.facebook.com/digiwebsol Instagram: https://www.instagram.com/dws_global LinkedIn: https://www.linkedin.com/company/digital-web-solutions./