In this episode of E-Coffee with Experts, we sit down with Lorenza, Senior SEO Manager at Flix (formerly FlixBus), to uncover how she’s scaling SEO strategy across 50+ international markets, and why AI might be the biggest opportunity (or threat) to your search traffic.

Lorenza breaks down how Flix uses a smart SEO framework she calls “Minimum Viable Optimization” to manage visibility across dozens of countries. She shares how their team navigates global complexity through localized strategies, market clustering, and performance-based content decisions.

We dive deep into the intersection of AI and SEO, discussing how Lorenza’s team uses tools like ChatGPT and Gemini (and when they don’t), why brand sentiment is now part of the SEO equation, and how to prepare for AI agents and search overviews taking over traditional SERPs.

Lorenza also shares the top metrics marketers should be tracking in an AI-first world, along with practical advice for founders, SEOs, and leaders building global strategies today.

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In this episode, we discuss:

00:00 - 00:45: Introduction

00:45 - 01:40: How she randomly got into SEO

01:40 - 02:30: Why SEO still excites her after all these years

02:30 - 03:20: Agency life vs in-house: what changed for her

03:20 - 04:40: Why Flix was the perfect match (plus travel perks!)

04:40 - 06:10: “Is SEO dead?” Lorenza’s honest take

06:10 - 07:30: How Flix is preparing for AI Overviews

07:30 - 08:40: AI agents booking your trips? It’s happening

08:40 - 09:40: Why next year might already be too late for SEO

09:40 - 10:50: Managing SEO across 50+ domains with a lean team

10:50 - 12:00: Lorenza’s 3-step framework for international SEO

12:00 - 13:30: Localization vs translation: how to get it right

13:30 - 15:00: Cultural differences and how they impact SEO

15:00 - 16:10: Why UX should be localized too

16:10 - 17:00: The hreflang tag: most common SEO mistake

17:00 - 18:45: How hreflang errors kill your international traffic

18:45 - 20:00: Best practices to future-proof hreflang setups

20:00 - 21:00: Using AI tools for productivity, not strategy

21:00 - 22:30: ChatGPT and Gemini: where she uses them

22:30 - 24:00: Why humans still matter for SEO content

24:00 - 25:30: Translation with AI? Only if someone checks it

25:30 - 27:00: Lorenza’s internal study on AI translation accuracy

27:00 - 28:30: New SEO metrics to track in the AI era

28:30 - 30:00: Brand sentiment in AI Overviews explained

30:00 - 31:00: Where AI pulls your brand data from

31:00 - 32:00: Tools to track your AI visibility (Otterly, Peak, Profound)

32:00 - 33:00: The future of SEO is another channel: AI chatbots

33:00 - 34:30: Will the next generation even know Google?

34:30 - 35:35: Lorenza’s advice for future SEOs and closing thoughts

 Connect with Lorenza Colombo

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

 flixbus.cz

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