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In this solo episode of Coffee Nº5, Lara Schmoisman cuts through the noise around SEO and breaks down what actually matters: technical performance, quality backlinks, and audience-driven keywords. She explains how SEO fuels organic growth, why structure matters more than shortcuts, and how brands can build long-term momentum in a world shaped by AI. A clear, strategic guide for marketers who want results—not gimmicks.

We'll talk about:

• Why your website—not social media—is still the core of your digital ecosystem.
• The three parts of SEO: technical performance, backlinks, and keywords.
• The truth about technical SEO: structure, performance, pages, and the tech stack that supports conversions.
• Traffic vs. conversions: why most brands confuse them—and lose momentum.
• How AI has changed backlink strategy.

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Instagram: @laraschmoisman

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Lara Schmoisman shares why your website is the true heart of your business—and why ignoring its performance can cost you growth, visibility, and conversions. From SEO and site speed to tech stacks and maintenance, this Coffee Nº5 episode breaks down how your site connects every part of your marketing strategy, from paid media to AI readiness.

We'll talk about:

• Your website is your brand’s heart—every transaction and touchpoint starts there.
• How a slow or poorly optimized website kills your paid ads, organic reach, and SEO.
• The hidden costs of “plugin overload”—and how to streamline for speed and stability.
• The myth of agency pricing: how the right team actually saves you money by doing it right the first time.
• The silent mistake: brands investing thousands in ads but zero in SEO—renting attention instead of owning it.

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Lara Schmoisman breaks down why blogging is still one of the most powerful tools in digital marketing—and what happens when brands stop. From keyword strategy to AI-ready content, Lara reveals how organic traffic, SEO, and conversions are directly tied to consistent, strategic content creation.

We'll talk about:

• What really happens when brands stop blogging: organic traffic drops, and sales follow.
• The 3 keyword types every brand needs: DNA, competitive, and trending.
• Why long-tail keywords are now the most strategic weapon in SEO and AI visibility.
• How to structure content so it ranks on Google and is readable by AI tools.
• The difference between filling a blog and creating content that solves real problems.
• The silent mistake: brands investing thousands in ads but zero in SEO—renting attention instead of owning it.
• Why chasing “viral tactics” without data leads to penalties, lost rankings, and zero scalability.
• What it means to make your website AI-ready—and why not doing it now is a liability.
  
  

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Lara Schmoisman breaks down her IEMA system on Coffee Nº5, showing how integrated marketing—content that is Informative, Entertaining, Memorable, and Actionable—drives real growth. From SEO and AI to storytelling and strategy, Lara shares practical insights to make your content work harder and smarter.

We'll talk about:

• Why dividing branding and growth is a mistake—and the power of integrated marketing
• The IEMA system: Informative, Entertaining, Memorable, Actionable
• How to make every piece of content work smarter, not just fill a feed
• Why SEO and AI-readiness are table stakes in today’s marketing ecosystem
• How to measure content effectively and avoid “doing things just to do them”

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Joanne Murphy, Senior Conference Producer at Kisaco Research, joins Lara Schmoisman on Coffee Nº5 to pull back the curtain on Beauty Connect LA—one of the industry’s most strategic gatherings for founders, investors, and innovators. From retail readiness and AI-powered insights to the evolution of “clinical credibility,” Joanne breaks down what’s really shaping the beauty ecosystem in 2025 and how connection drives every deal.

We'll talk about:

• How Beauty Connect LA intentionally brings together founders, investors, retailers, and creators to drive real growth—not just visibility
• Why AI and e-commerce are reshaping beauty’s playbook, from distribution to data
• The “Retail Ready” mindset: what brands must have in place before pitching to Sephora, Ulta, or Target
• How today’s consumer demands efficacy, education, and evidence—and what that means for product storytelling
• Why sponsors and tech partners need to teach, not just sell—and how connection fuels collaboration
• The rise of social commerce and how founders are becoming their own media channels
• Behind the scenes of Beauty Connect’s one-on-one meetings and how the right conversation can lead to real partnerships

Visit the Beauty Connect website and register for your pass:

https://www.kisacoresearch.com/events/beauty-connect-la-2025

Follow them on Instagram and LinkedIn for the latest event updates, reports, and more.

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Lalla Asmaa Alaoui, architect, luxury designer, and founder of AllMyAI, joins Lara Schmoisman on Coffee Nº5 to talk about the next frontier of AI—where emotional intelligence meets innovation. From building HorseHub, the world’s first AI-driven luxury equestrian brand, to launching a multi-agent platform that blends creativity and strategy, Lalla shares how she’s redefining collaboration between humans and machines.

We'll talk about:

• The story behind AllMyAI—a multi-agent platform where AI collaborates with humans, not replaces them
• How Lalla co-created HorseHub, the world’s first luxury equestrian brand built entirely with AI
• The truth about SEO in the age of ChatGPT and Gemini—and why “searchable by AI” is the new frontier
• Why emotional intelligence is the missing link in AI-driven creativity
• How to structure content for Generative Engine Optimization (GEO) and get found by AI tools
• Why understanding your brand DNA is the foundation of any digital strategy
• How creative agencies can leverage AI without losing the human touch
• Lalla’s take on competition, data, and what it means to “stay ahead before they catch you”

For more information, visit Lalla Asmaa Alaoui's LinkedIn.

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Hugh Forrest, transformative leader of SXSW and founder of Gather and Grow, joins Lara Schmoisman on Coffee Nº5 to share how a local music festival became a global hub for technology, culture, and creativity. From building community to reinventing live experiences, Hugh reveals what it takes to lead in the event industry—and what’s next for 2025 and beyond.

We'll talk about:

• How Hugh Forrest grew SXSW from a local music event into a global cultural powerhouse
• Lessons from 35 years of building one of the world’s most influential conferences and festivals
• Why scale can challenge community—and how SXSW kept connection at the center
• The evolution of events into experiences, and what today’s audiences really want
• How the “panel picker” gave SXSW its edge in fresh talent and diverse voices
• Hugh’s leadership philosophy: listening to community feedback, embracing pivots, and learning from failures
• Hugh’s new chapter with Gather and Grow—consulting for global organizations and teaching community-focused event strategy

For more information, visit Hugh Forrest's LinkedIn.

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Bet Hannon, web accessibility expert and founder of AccessiCart, joins Lara Schmoisman on Coffee Nº5 to break down what accessibility really means for websites, marketing, and global compliance. From ADA lawsuits to the EU Accessibility Act, Bet shares why inclusive design is not just about avoiding legal risks—it’s about unlocking a $500 billion consumer market.

We'll talk about:

• How Bet pivoted from nonprofit management to leading a digital accessibility agency
• What “accessibility” really means across websites, email, and social media
• Why plugins and overlays don’t solve the problem—and can even make you a legal target
• The truth about color contrast, fonts, and design choices that impact usability
• What the EU Accessibility Act means for global brands (and why US businesses need to care)
• How accessibility drives both compliance and conversion
• Why inclusive design is a competitive advantage, not a burden

For more information, visit Bet Hannon's LinkedIn.

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Courtney Claghorn, co-founder of SUGARED + BRONZED, joins Lara Schmoisman on Coffee Nº5 to share how she bootstrapped a beauty service out of her apartment into a nationwide brand. From $1,000 in startup capital to 10 stores before raising funding, Courtney reveals the lessons of growth, customer loyalty, franchising, memberships, and creating a product line—all while keeping customer service at the core.

We'll talk about:

• How Courtney turned $1,000 in savings into Sugared + Bronzed
• The leap from apartment spray tans to opening a first brick-and-mortar in Santa Monica
• Bootstrapping growth for 9 years before raising outside capital
• Building a team you can actually trust—and learning when to take back control
• Creating a product line without losing focus on services
• Customer service as the foundation of brand loyalty
• Why raising capital with the right partners changed everything

For more information, visit Courtney Claghorn's LinkedIn.

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Alec Batis, beauty industry veteran and founder of Sweet Chemistry, joins Lara Schmoisman on Coffee Nº5 to unpack the pursuit of eternal beauty. From organ regeneration science to peptide innovation, he shares how true beauty goes beyond flawless skin—blending performance-driven skincare with wellness, meaning, and social impact.

We'll talk about:

• The personal story that drove Alec to chase beauty through science
• Lessons from leading marketing at Victoria’s Secret Beauty and NARS in the supermodel era
• Why “juice without fiber” became his metaphor for a shallow beauty industry
• The medical-grade peptide technology behind Sweet Chemistry—and why it’s a game-changer
• Why functional ingredient levels matter more than “story” ingredients
• How wellness, art, and social impact fit into the future of beauty
• The movement toward “whole beauty”—beyond what’s skin-deep

Find Sweet Chemistry’s Social Responsibility Efforts on their website: https://sweetchemistry.com/pages/commitments

For more information, visit Alec Batis' LinkedIn.

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Instagram: @laraschmoisman

Facebook: @LaraSchmoisman

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