In this episode of Chat With Sean, I’m joined by Ellie Wraith, Head of Search at Digitaloft. Ellie returns to the channel to discuss one of the biggest topics in SEO right now — the future of content in an AI-driven search landscape.

We explore how AI is reshaping SEO content strategies, why originality and effort matter more than ever, and how brands can continue building authority in a world increasingly influenced by AI Overviews, ChatGPT, and changing user behaviour. Ellie also shares how she uses AI within content workflows, how to approach EEAT in 2026, and why content still sits at the centre of organic visibility.

Ellie discusses:

- Why SEO content hasn’t died - it’s evolved

- How AI has raised the standard for originality and usefulness

- Why effort, novelty, and expert insights matter more than ever

- How AI tools can improve workflows without replacing human creativity

- Why EEAT and authorship signals are becoming increasingly important

Topics covered include:

- The future of evergreen and blog content in AI search

- How AI Overviews and LLMs are changing content consumption habits

- Why “average” AI-generated content is no longer enough

- Using Reddit and audience sentiment analysis to improve content strategies

- How Ellie uses AI to streamline research and repetitive SEO tasks

- Structuring content for AI extraction, passage ranking, and user experience

- Building topical authority and entity-first SEO strategies

- The growing importance of authorship, trust, and expert-led content

- Content engineering and scalable content production frameworks

- Why SEO, PR, and brand authority are becoming more connected

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