How This Head of SEO Improves Conversion Without More Traffic

In this episode of E-coffee with Experts, Andrii Shum, Head of SEO at SeoProfy, explains how modern SEO strategy is shifting toward conversion-driven traffic, AI search visibility, and smarter attribution modelling. If you're still defending retainers with keyword rankings and pageviews, this conversation will change how you position SEO to clients.We explore why last-click attribution is hurting long-term pipeline growth, how AI Overviews and LLM search are reshaping discovery journeys, and why agencies must rethink measurement beyond organic sessions.Andrew also shares how his team evaluates SEO candidates, builds internal dashboards for decision-making, and identifies low-hanging opportunities that produce faster wins for clients.You’ll learn how to:- Measure SEO performance beyond traffic- Identify high-intent keywords that convert- Adapt strategy for AI search and LLM visibility- Avoid common reasons SEO campaigns fail- Build roadmap-driven SEO strategies that scale revenue- Communicate ROI clearly to clients and stakeholdersWhether you're a founder, marketing leader, or agency owner, this episode shows how to make SEO accountable to business outcomes, not vanity metrics. Get access to 250k+ link connections and build your website authority with us: https://www.digitalwebsolutions.com/ In this episode, we discuss:00:00 - 01:05: Why Traffic Alone Doesn’t Matter01:05 - 02:05: What Quality Traffic Really Means02:05 - 03:05: How To Track Traffic That Converts03:05 - 04:10: Why SEO Needs Better Dashboards04:10 - 05:05: Building Internal SEO Tools Faster05:05 - 06:10: Making SEO Decisions Using Data06:10 - 07:05: Why Checklist SEO Fails07:05 - 08:05: How To Test SEO Strategists Properly08:05 - 09:40: The Problem With Last Click Attribution09:40 - 11:05: AI Search vs Traditional SEO Traffic11:05 - 12:05: Why Informational Traffic Is Dropping12:05 - 13:15: How AI Mentions Increase Brand Searches13:15 - 14:35: Should Agencies Worry About AI SEO14:35 - 15:45: Why SEO Still Matters Today15:45 - 17:00: Why LLM Traffic Converts Better17:00 - 18:25: When Agencies Should Reject Clients18:25 - 20:00: Setting Real SEO Budgets That Work20:00 - 21:00: Why Cheap SEO Often Fails21:00 - 22:10: Biggest Reason SEO Campaigns Fail22:10 - 23:10: Why Strategy Beats Random SEO Tasks23:10 - 24:15: Showing Clients Quick SEO Wins24:15 - 25:15: Finding Easy Keyword Opportunities25:15 - 26:10: When Traffic Volume Still Matters26:10 - 27:05: How Agencies Should Talk About SEO27:05 - 28:05: Why SEO Is A Long Term Strategy28:05 - 28:53: Where To Follow Andrii Shum Connect with Andrii Shum https://www.linkedin.com/in/shum/ http://seoprofy.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./