In this episode of E-Coffee with Experts, our host Ranmay chats with Joyce Collardé, Director of SEO & GEO at FICO, about how SEO is shifting in an AI-first search world. From her move from agency to in-house, Joyce breaks down the differences in challenges, execution, and results.

She shares how to adapt keyword strategies for SGE, ChatGPT, and Perplexity, focus on long-tail, bottom-funnel content, and build cohesive user journeys that convert. You’ll also hear her go-to AI & SEO tools, how to avoid performance plateaus with content pruning and agile planning, and why marketers need to rethink KPIs as organic clicks decline.

Packed with tactical tips, leadership lessons, and real-world strategies, this is a must-watch for founders, marketing leaders, and SEO pros.

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In this episode, we discuss:

00:00 - 00:35: Intro & welcome

00:35 - 01:12: How Joyce discovered SEO in business school

01:12 - 02:26: First job in SEO & early lessons learned

02:26 - 04:20: Agency life vs in-house SEO

04:20 - 05:45: How AI & SGE have changed the SEO game

05:45 - 06:32: Why old keyword tactics are dead

06:32 - 07:15: Winning with long-tail & bottom-funnel content

07:15 - 08:42: Joyce’s top AI & SEO tools

08:42 - 10:14: Avoiding SEO plateaus at enterprise scale

10:14 - 11:20: The power of content pruning

11:20 - 12:45: Budgeting realities for SEO success

12:45 - 14:25: Keyword strategy for AI-first search engines

14:25 - 15:30: Why it’s okay to have less traffic

15:30 - 17:11: Final Thoughts

 Connect with Joyce Collardé

 https://www.linkedin.com/in/joycecollarde/

 https://www.fico.com/

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