Why Most SEO Content Is Boring (And How To Make It Better) | Chat With Ben Steele
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Why Most SEO Content Is Boring (And How To Make It Better) | Chat With Ben Steele
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About this listen
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