In this episode of Chat With Sean, I’m joined by Dana DiTomaso, Principal & Founder of Kick Point, Inc., and the creator of the Analytics Playbook - a renowned course that helps marketers harness the power of data for their careers. We dive deep into GA4, the challenges of tracking AI traffic, and how custom analytics setups are more important than ever.

Dana shares valuable insights on setting up Google Tag Manager, avoiding common pitfalls in GA4, and how to use AI tools for more accurate data analysis. We also discuss the evolving landscape of SEO reporting, including how AI-powered content is shifting user behaviour and how brands should adapt their tracking strategies for 2026.

Topics covered include:

- The problem with Bounce Rate in GA4

- How to use AI tools to analyse GA4 data

- Transitioning from Universal Analytics to GA4

- Customizing your GA4 reports for actionable insights

- The importance of consent management and GDPR compliance

- How AI traffic is changing the SEO landscape

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/