In this episode of Chat With Sean, I’m joined by Martin Hayman - Co-Founder of RankCaddy and a well-known voice in technical and data-driven SEO.

We explore how search is evolving alongside AI and why, despite the industry noise, SEO fundamentals remain more important than ever. Martin shares practical insights on using Google Search Console data to uncover real opportunities, how AI should (and shouldn’t) be used in SEO workflows, and why brand, diversification, and “search everywhere” thinking are becoming essential moving into 2026.

We also discuss the reality behind AI traffic growth, how to respond to client questions around AI search, and why many SEOs still overlook the most valuable data sitting right in front of them.

Topics covered include:

- Why SEO isn’t being replaced by AI

- The real impact of LLM traffic vs Google search

- Advanced ways to use Google Search Console data

- Finding content opportunities through data analysis

- Using AI responsibly for content and insights

- The rise of search everywhere optimisation

- Brand, diversification, and future SEO strategy

- The evolving role of rank tracking tools

Connect With Martin Hayman:https://www.linkedin.com/in/martinhayman/

https://rankcaddy.io/

Cheat Sheet - https://bit.ly/martin-hayman-gsc

In this episode of Chat With Sean, I’m joined by Dawn Anderson, Managing Director at Bertey SEO Consultancy and one of the most respected voices in the SEO industry.

We look into the evolution of search, particularly with AI's growing role in shaping the future of SEO. From recursive language models to the changing landscape of search engines, we discuss how these new technologies impact organic search strategies, content creation, and SEO at scale.

Dawn explains why understanding search engines as “pattern recognition” systems is crucial, the role of schema in modern SEO, and why businesses must stay ahead of the technical curve when managing bots and crawling issues. We also explore how AI search is reshaping brand visibility, content effectiveness, and SEO practices moving into 2026.

Topics covered include:

- The rise of recursive language models and their implications for SEO

- How AI and context graphs will reshape search

- The future of structured data and schema in AI-powered search

- Managing content freshness in an AI-driven world

- Best practices for managing bots and AI crawlers

- Why SEO is evolving into a more awareness-driven channel

- Predictions for SEO in 2026 and beyond

Connect With Dawn: https://www.linkedin.com/in/msdawnanderson/

In this episode of Chat With Sean, I’m joined by Nick LeRoy, the mind behind SEOJobs.com, as we dive deep into the evolving SEO job market in 2026.

Nick shares valuable insights on how AI and LLMs (Large Language Models) are reshaping SEO roles, from the demand for technical SEO experts to the growing influence of content strategy and PR.

We discuss how companies are adjusting their hiring practices, focusing more on technical skills, content strategy, and AI optimisation. We also explore the challenges SEO professionals face as they balance traditional methods with AI-driven changes. Nick highlights key trends in SEO recruitment, from the rise of AI-related roles to the increasing importance of personal branding for career growth.

Key topics covered:

- The shift in SEO hiring practices and skills in demand for 2026

- The impact of AI and LLMs on the SEO job market

- Why technical SEO, content strategy, and PR roles are growing

- Personal branding as a career differentiator in SEO

- How SEO professionals can communicate value to leadership in a rapidly changing landscape

- Predictions for the future of SEO and its place in digital marketing

📍 Connect with Nick: https://www.linkedin.com/in/nickleroyseo/

https://www.seojobs.com/

In this episode of Chat With Sean, I’m joined by Patrick Stox, Product Advisor and Technical SEO at Ahrefs. Patrick shares his insights on AI search, brand authority, and how SEO practices are evolving in 2026. We dive into the role of AI in shaping search results, the importance of brand mentions, and the ongoing relevance of backlinks in the AI-driven world.

Patrick explains why traditional SEO tactics like content creation and backlink building are still valuable, but need to adapt to the new landscape of AI-first search. We also explore how companies can control their digital identities, the rise of programmatic content, and the potential for AI to automate many SEO tasks.

Topics covered include:-

AI search optimization and its impact on SEO

- How brand authority shapes AI-driven rankings

- The evolving role of backlinks and mentions in search algorithms

- AI visibility and its effect on content strategy

- Optimizing for the bottom of the funnel in an AI world

- The future of SEO in 2026 and beyond

📍 Connect with Patrick: https://www.linkedin.com/in/patrickstox/

In this episode of Chat With Sean, I’m joined by Victoria Ibukun Oludare, an experienced freelance SEO content writer, with expertise in content writing, SEO, copywriting, and more.

Victoria shares her thoughts on how content optimization is evolving in 2026, and how the intersection of SEO and AI is shaping the future of content creation. We discuss the importance of structure in content for both AI and human readers, as well as strategies for successful content optimization, including pillar content, blogs, and the role of AI in writing.

We also explore common content mistakes, how to maintain productivity as a freelancer, and why blog content will continue to be relevant in 2026 despite the rise of AI-driven content.

Connect With Victoria – https://www.linkedin.com/in/victoria-ibukun-oludare/

https://victoriacrafts.com.ng/

Topics we cover:

• How content optimization is evolving for 2026

• The role of AI in content creation and SEO

• Content strategy: pillar topics, supporting topics, and the user journey

• Why blog content is still important in 2026

• Common content mistakes and how to avoid them

• Freelance productivity and adding value as a content creator

• The intersection of SEO, content, and AI

• Field research vs. AI-generated content

• Maintaining topical authority and the importance of visibility

• Building a personal brand in the freelance content space

Filmed On: 15th January 2026Host: Sean Barber - / https://www.linkedin.com/in/seanrbarber/ - He & Him

In this episode of Chat With Sean, I’m joined by Darren Shaw - Founder of Whitespark, long-time local SEO authority, and creator of the Local Search Ranking Factors study.

Darren breaks down what actually moves the needle in local SEO right now, what most businesses are still getting wrong, and how Google Maps, reviews, AI agents, and social signals are reshaping local visibility heading into 2026.

We dive deep into review recency, business hours, service-area myths, Google Business Profile optimisation, AI-powered local discovery, and why Google is likely to dominate local AI search.

Connect With Darren - https://www.linkedin.com/in/darrenshaw https://www.whitespark.ca

Topics we cover•

What most people still misunderstand about local SEO

• Review recency vs review volume

• How to actually generate more Google reviews

• Anonymous Google reviews — risk or opportunity?

• Local SEO myths

• Business hours as a hidden ranking factor

• Service-area businesses, hidden addresses & ranking drops• Why Google Posts don’t affect rankings — but do drive conversions

• Social content showing directly inside Google Maps results

• Short-form video as a local SEO advantage

• AI agents coming to Google Business Profiles

• Why Google is better positioned than ChatGPT for local AI search

• Building a personal brand alongside a growing SEO business

In this episode of Chat With Sean, I’m joined by Carmen Domínguez, Director of Organic & Brand Growth at Welltech and an international search and digital growth speaker.

Carmen returns to the show to unpack how organic search has fundamentally changed — from classic SEO into a much broader mix of brand, reputation, social platforms, communities, and AI-driven discovery.

We discuss why SEO is now only a small part of modern organic growth, how platforms like Reddit, YouTube, Pinterest, and social media influence AI systems and search visibility, and why brand trust and reputation are becoming non-negotiable in both Google and AI-powered experiences.

The conversation also covers the risks of AI in health, the explosion of low-quality AI content, what’s really happening on YouTube right now, and why human connection still wins - even as platforms automate more of the web.

Connect With Carmen - https://www.linkedin.com/in/carmen-dominguez-rodriguez/?locale=en_US

https://welltech.com/

We covered a wide range of topics, including:

- Why SEO is now only a fraction of modern organic growth

- The rise of brand, reputation, PR, and community as ranking signals

- How Reddit influences Google, ChatGPT, Gemini, and brand perception

- Managing negative sentiment and reputation at scale

- Why brand ownership in search is often unclear inside organisations

- The dangers of AI in health and medical recommendations

- Why AI makes misinformation more convincing — not less

- GEO vs SEO: what’s actually changing (and what isn’t)

- Why many SEO roles and titles no longer reflect reality

- The explosion of low-quality AI content across the web

- How AI is overwhelming platform safeguards

- Why YouTube success depends on audience insight, not volume

- Shorts vs long-form video and real YouTube growth mechanics

- Using human-led content to outperform AI-generated videos

- Community building as a long-term growth and trust strategy

- Why ROI thinking often breaks brand and marketing

- How search, social, product, and brand are fully converging

- What the future of search and the internet may look like

Filmed On: 8th January 2026Host: Sean Barber - / https://www.linkedin.com/in/seanrbarber/ - He & Him

In this episode of Chat With Sean, I’m joined by James Hocking - Co-founder of Get Heard Online, data & AI specialist, and recent BrightonSEO speaker.

James has been working with AI since the late 90s, and in this chat we break down what the rise of AI-powered search really means for brands - including why GEO isn’t just SEO rebranded, how businesses should think about AI visibility tools, and why prompts + questions matter more than most people realise.

We also dig into the reality of AI adoption inside companies, why sentiment scores can be misleading, and what the next 12 months might look like as Google, ChatGPT and others battle to become the default interface for discovery.

Connect With James – https://www.linkedin.com/in/jameshocking-hd/

Get Heard Online – https://getheard.online/Quiz - https://getheardonline.scoreapp.com/

We covered a wide range of topics, including:

- James’s early AI background (1998 neural networks → modern LLMs)

- Why GEO is not “SEO all over again” (and why it’s more complicated)

- How Get Heard Online measures why brands are mentioned / not mentioned / replaced

- The AI readiness quiz James created and who it’s useful for

- The ethics + risk side of AI adoption (data governance, drift, guardrails)

- Why brand reputation will matter more as AI becomes the spokesperson

- The problem with sentiment scores (especially across different AI systems)

- How businesses should choose which AI platforms matter most-

Why prompts/questions must reflect real customer behaviour (not marketer language)

- Which platforms are most likely to “win” by late 2026 (Google, Apple + more)