How Link Building Changed And Brands Must Adapt

In this episode of E-coffee with Experts, Yanina Kaplya, Chief Marketing Officer at NuxGame shares how modern SEO teams adapt faster than algorithm updates by combining experimentation, AI reverse-engineering, strategic link building, and ecosystem partnerships. Instead of relying on traditional keyword rankings alone, forward-thinking marketers now optimize for Google AI summaries, trusted mentions, contextual authority signals, and platform credibility across LinkedIn, Reddit, YouTube, and beyond.We explore how agencies can stay competitive in the age of AI-driven search, why brand trust matters more than backlink volume, and how co-opetition strategies accelerate growth through shared ecosystems instead of isolated execution.Yanina also explains how marketers can use AI systems themselves as KPI feedback loops to understand what content earns visibility and authority inside modern search experiences.If you're a founder, SEO strategist, marketing leader, or digital PR specialist preparing for AI-first search environments, this conversation outlines what’s changing, and what to implement next. Get access to 250k+ link connections and build your website authority with us: https://www.digitalwebsolutions.com/ In this episode, we discuss:00:00 - 01:20: Why SEO changes so fast today01:20 - 02:30: Testing ideas quickly in marketing02:30 - 03:20: Always having plan B ready03:20 - 04:05: Old SEO vs new search reality04:05 - 05:10: Google AI summaries explained05:10 - 06:20: Learning how AI systems work06:20 - 07:35: Making your brand useful for AI07:35 - 09:30: Why forums and communities matter now09:30 - 11:10: New ways to measure brand success11:10 - 12:50: Using AI to check brand trust12:50 - 14:05: Finding your brand influence circle14:05 - 15:20: What co-opetition means in marketing15:20 - 17:05: Why open ecosystems help brands grow17:05 - 18:40: Using integrations instead of building everything18:40 - 20:15: AI tools inside marketing teams20:15 - 22:00: Why one AI platform is not enough22:00 - 23:30: Testing new AI tools often23:30 - 25:10: How link building has changed25:10 - 26:45: Why context matters more than links26:45 - 28:10: How bad links harm your brand28:10 - 29:40: When to refuse free PR offers29:40 - 30:20: Why trust signals matter more now30:20 - 32:05: What agencies still miss about AI32:05 - 33:30: Biggest opportunity for SEO agencies33:30 - 34:10: Speed is the new marketing advantage34:10 - 35:10: Where to follow Yanina online35:10 - 36:10: Learning outside your industry helps36:10 - 37:05: Book recommendation for marketers37:05 - 38:36: Final thoughts and key lessons Connect with Yanina Kaplya https://www.linkedin.com/in/yanina-kaplya-22b86185/ http://nuxgame.com/ FOLLOW USWebsite: https://www.digitalwebsolutions.com/Facebook: https://www.facebook.com/digiwebsolInstagram: https://www.instagram.com/dws_globalLinkedIn: https://www.linkedin.com/company/digital-web-solutions./