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.

In this episode of Chat With Sean, I’m joined by Tom Capper, Senior Search Scientist at Moz, speaker at BrightonSEO, and one of the most respected voices in search.

We explore how AI Overviews, AI Mode, and multichannel behaviour are transforming the search landscape and what this means for SEOs, brands, and publishers in 2025 and beyond. Tom breaks down how AI features are changing traffic patterns, how businesses can adapt, and why the focus needs to shift from clicks to visibility and trust.

We cover:

- The real traffic impact of AI Overviews and AI Mode

- How to separate AI impact from zero-click features

- What brands can do when traffic tanks

- Why health, law, and science are the most exposed verticals

- Google’s monetisation challenge and the future of AI search

- How SEOs must rethink KPIs and redefine success

In this episode of Chat With Sean, we dive into one of the first real-world studies on LLM traffic and conversion rates.

I’m joined by Will Guevara, Senior SEO Strategist at Amsive, who analysed 54 websites across multiple industries to uncover whether large language model (LLM) traffic actually converts better than traditional organic search.

We explore:

- The surprising results behind Amsive's latest AI vs Organic conversion study

- What the data shows about LLM traffic quality and user behaviour

- Why many assumptions about AI-driven traffic might be wrong

- What marketers and brands should track next as AI search adoption grows

- The future of Generative Engine Optimisation (GEO) and how to prepare

📊 Read the full study - https://www.amsive.com/insights/seo/does-llm-traffic-convert-better-than-organic-a-new-data-backed-study/

In this episode of Chat With Sean, I’m joined by Azeem Ahmad, Strategy Director at Reflect Digital, international conference speaker, and host of the award-winning Azeem Digital Asks podcast.

We dive into the latest Reflect Digital Search Pulse Report, exploring how AI, social media, and multichannel search are reshaping how people find and trust information online.

Azeem explains why trust is the biggest barrier to AI adoption, how behaviour changes across generations, and what brands can actually do to stay visible and relevant in 2025 and beyond.

We cover:

- Why the “be everywhere” mindset is wrong

— and what to do instead

- The rise of multichannel search behaviour (and how age affects it)

- How trust issues are slowing AI adoption

- The future of Google, AI Overviews, and the open web

- Reflect Digital’s new Search Motivation Framework

- How marketers can balance visibility, creativity, and credibility

📘 Download the Search Pulse Report: https://searchpulse.reflectdigital.co.uk/

Connect With Azeem - https://www.linkedin.com/in/azeema1/

In this episode of Chat With Sean, I’m joined by Ben Steele, a Senior Content Marketing Specialist at Siege Media and former Managing Editor at Search Engine Journal.

Ben’s one of those people who makes you rethink how you approach SEO. He was one of the first people I read when I came into the industry - and he still challenges how we talk about intent, content, and the role AI is already playing in how people actually experience the web.

We discussed why so much top-funnel content feels stale, how marketers can make it meaningful again, and what the rise of LLMs means for creativity, trust, and the open web.

Topics Covered:

- Why most intent models are too shallow — and Ben’s three-layer intent framework (Utility, Context, Emotion)

- How conversational search and AI Overviews are reshaping user behaviour

- Why top-funnel SEO has become boring — and how to make it human again

- The hidden dangers of optimising for LLMs and “AI-like” content

- How marketers can protect creativity in a world of AI-generated noise

- The role of community, curation, and closed groups in the next internet- Why brands need to “be good”, not just visible

In this episode of Chat With Sean, I’m joined by James Congdon, founder of withFrontier — a recruitment agency specialising in search and digital marketing roles.With over 14 years’ experience in SEO before moving into recruitment, James has a rare perspective on how the digital marketing industry is evolving — from agency life and remote working to the rise of AI, automation, and shifting job demands.We explore how AI is reshaping recruitment, what skills employers are now prioritising, and how marketers can future-proof their careers in an era of automation and uncertainty.Connect With James - https://www.linkedin.com/in/jamescongdon/Related Links:https://www.womenintechseo.com/https://www.youtube.com/@UCB-tHTRgAe21toA_1LC3M_w https://ppc.live/https://ecomcollabclub.com/