In this episode of Chat With Sean, I’m joined by Araminta Robertson — founder & MD of Mint Studios.

Araminta breaks down her agency’s GPT article framework, the data behind their case studies, and why this approach is becoming a game-changer for B2B brands, fintechs and early-stage companies trying to get discovered through ChatGPT, Gemini and Perplexity.

We explore how GPT-focused content differs from traditional SEO, how to pick prompts that actually influence conversions, and why some brands are seeing visibility lift within days - not months.

Read the article: https://www.mintcopywritingstudios.com/blog/gpt-articles

Connect with Araminta - https://www.linkedin.com/in/aramintarobertson/

We cover:

- What GPT articles are and why they outperform other tests

- How Araminta’s team drove visibility jumps from 5% to 34% — and even from 0% to 10% in a week

- The ideal structure of a high-performing GPT article (URL slug, first-sentence answer, meta optimisation and more)

- How LLM visibility links to bottom-of-funnel conversions

- Whether GPT articles work for all industries — and why early-stage brands benefit the most

- How ChatGPT, Gemini and Perplexity behave differently when choosing sources

- Why SEO + LLM optimisation must now work together rather than in isolation

In this episode of Chat With Sean, I’m joined by Freddie Chatt - freelance SEO consultant, e-commerce strategist, and founder of a successful Ecommerce SEO Newsletter — to explore what makes Gymshark one of the smartest SEO success stories in retail.Freddie breaks down his fantastic Gymshark SEO Miro board, showing how the brand combines storytelling, structure, and smart internal linking to dominate search while staying true to its community-driven roots. We discuss how e-commerce brands can balance brand building with optimisation, why Gymshark’s content strategy works so well, and what the rise of AI search and Google Lens means for the future of product discovery.We cover:- How Gymshark built brand authority and organic visibility- What e-commerce sites can learn from Gymshark’s homepage and internal linking- Why “helpful content” still matters for SEO in 2025- How product naming and reviews impact AI search and Google Lens- The future of SEO for DTC and lifestyle brandsRelated Links -Newsletter - https://searchto.sale/?ref=freddiechatt.com&_rvid=019a73dc-12bf-73ed-b618-e4f4b146d8acMiro Board - https://miro.com/app/board/uXjVJPiIrcM=/?utm_source=convertkit&utm_medium=email&utm_campaign=Here%27s%20the%20SEO%20breakdown%20-%208748315Website - https://freddiechatt.com/Gymshark - https://uk.gymshark.com/

In this episode of Chat With Sean, I’m joined by Ursula Capell, leadership and life coach, and founder of Co-Creative Future — a consultancy helping people and organisations design work that truly works for humans, not just KPIs.

We explore how burnout, “autopilot careers,” and outdated workplace cultures are holding people back - and how AI, creativity, and new leadership models are changing what success looks like. Ursula explains why so many professionals feel stuck, how to spot the early signs of burnout, and what tools can help you move from confusion to clarity.

We cover:

- Why so many professionals feel disconnected from their work

- The hidden link between technology, burnout, and overwork-

How AI and automation are reshaping leadership and purpose

- Simple ways to rebuild balance, focus, and creativity

- Why trust and autonomy matter more than ever for teams

- The future of meaningful work and human-centred organisations

If you’ve ever felt overwhelmed, stuck in “autopilot,” or unsure how to thrive in the new world of work, this episode will help you pause, reset, and find a more human way forward.