In this episode of Chat With Sean, I’m joined by Vince Moreau, an enterprise SEO consultant at Botify. Vince shares his insights into AI-driven search, the role of AI bots in crawling and indexing content, and practical advice for maintaining SEO best practices in an AI-first landscape.

We explore how AI is changing the way search engines interpret content, how to think about user experience versus technical optimisation, and what SEOs should focus on to stay ahead. Vince also breaks down AI bots from OpenAI and Google, how they interact with websites, and the subtle ways brands can ensure their content is accessible and properly indexed.

Vince discusses:

- Why good SEO practices remain effective in an AI-driven search environment

- How AI bots crawl websites and why first-party data matters

- Common website issues that hinder AI indexing (e.g., JavaScript dependencies, hidden content)

- How to structure content to improve both user experience and AI understanding

Topics covered include:

- The fundamentals of AI search optimisation and why it mirrors traditional SEO

- How AI bots like GPT Bot, OAI Search Bot, and ChatGPT User interact with sites

- Practical advice for product pages, accordions, and structured data

- The evolving influence of platforms like Reddit, YouTube, and LinkedIn on AI search

- How SEOs can maintain trust and authority in an increasingly AI-driven search ecosystem

In this episode of Chat With Sean, I’m joined by Sarunporn (Jean) Dejsuvan, Organic Performance Account Director at MG OMD and UK Search Rising Star winner. Jean shares her inspiring journey from starting in SEO with little knowledge to becoming an SEO director in just over two years. We discuss the rapidly changing SEO landscape, the role of AI in search optimisation, and how to manage client expectations in today’s evolving market.

Jean also looks into the importance of setting realistic expectations with clients, building a foundation for SEO success, and how AI tools can improve SEO reporting and workflow efficiency. She provides insight into SEO maturity and the shifts taking place in the industry, highlighting the increasing importance of AI-driven tools and brand visibility.

Jean discusses:

- Her journey from SEO newbie to SEO director in two years

- The growing role of AI in SEO and how to leverage AI tools for better optimisation

- Client relationship management: How to set expectations and deal with difficult clients

- The importance of SEO maturity and focusing on foundational improvements first

Topics covered include:

- SEO career growth: Key lessons for new SEOs looking to level up quickly

- AI in SEO: How AI is reshaping SEO workflows and reporting

- Best practices for setting realistic SEO goals and managing client expectations

- How to approach SEO audits and prioritise issues based on client needs

- The importance of brand visibility and trustworthiness in AI-driven search results

Thank you to our partner, SEO Gets, the easy-to-use analytics and reporting tool for your GSC & GA4 data. Be sure to check out the tool and use code search10 for 10% off: https://seogets.com/

In this episode of Chat With Sean, I’m joined by Kevin Indig, an organic growth advisor and former head of SEO at Shopify, Atlassian, and G2. Kevin helps businesses scale efficiently by optimising acquisition channels, leveraging AI, and using data-driven approaches. He writes the highly popular newsletter Growth Memo, which is read by over 25,000 leaders in the marketing and business space.

We look into the Great Decoupling - the separation between traffic and revenue - and how it’s changing the way businesses need to think about SEO metrics. Kevin also shares insights into building custom AI tools, the evolving role of AI in SEO, and how businesses can navigate the complex landscape of SEO attribution and demand capture.

Kevin discusses:

- The Great Decoupling: Why traffic is no longer a good metric for business success

- How AI models like Claude and ChatGPT are changing how we approach SEO

- SEO attribution and why traditional models are no longer effective

- The importance of leading indicators in measuring SEO performance

Topics covered include:

- The shift from traffic to revenue-focused metrics in SEO

- How AI agents are influencing search and how to prepare for the future of SEO

- The importance of incrementality tests in validating SEO strategies

- SEO attribution models and how to move away from traditional tracking methods

- The role of brand visibility and how it impacts SEO in the age of AI-driven search

Thank you to our partner, SEO Gets, the easy-to-use analytics and reporting tool for your GSC & GA4 data. Be sure to check out the tool and use code search10 for 10% off: https://seogets.com/