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PODCAST

SEO in 2026

SEO is continuing to change at an alarming pace. And yet, in some sense, the principles of good SEO remain the same. Hello, and welcome to SEO in 2026 – a significant repository of current thinking from many of the world’s leading SEOs. We"re pleased to be able to welcome you to the fifth book and fifth series in this podcast, now well and truly an annual tradition, brought to you by Majestic. “How people search has seen a bigger shift in the last 12 months than the last 12 years, and this makes

business marketing

All Episodes

20:52

Pay attention to shifts in search intent – with Mark...

SEO in 2026 ·

2025/01/03

Despite the expanding plethora of information available to us, it seems to be harder than ever to know what users are thinking. Mark Williams-Cook from Candour reminds you that intent is always changing. Mark says: “You should be monitoring search intent shift. Be aware of when what users want, and what they mean when they use a search term, changes over time – and adapt accordingly.”How do you find out what users want?“That’s the million-dollar question. Intent shift happens in several different

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22:56

Focus on the long tail – with Aleyda Solis

SEO in 2026 ·

2025/01/02

Getting a little more specific, Aleyda Solis from Orainti encourages you to turn your attention towards the long tail keywords to keep up with changing user behaviour.Aleyda says: “Target and focus more on answering the long tail queries of your users.We are going to see a much bigger and more important impact from those as a consequence of the AI overviews and personalised AI results that we expect to have in the not-too-distant future.Read the full transcript of Aleyda's interview at

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16:23

Understand Your Topical Authority with AI to Dominate...

SEO in 2026 ·

2025/01/01

Tom Winter discusses with David Bain the importance of understanding your topical authority with AI to dominate your niche.Talking points include:What is topical authority?Tell me about the Sitefocus score in latest Google scoreWhy is authority so important in the eyes of Google?How do you determine what Google think your topical authority should be?What to do if Google gets it wrongHow to change your topical authorityRead the full transcript of Tom's interview at

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16:13

Don’t neglect keywords – with Charlie Whitworth

SEO in 2026 ·

2024/12/31

While he acknowledges the importance of entities, Charlie Whitworth from Whitworth SEO is here to remind you that keywords are still an integral piece of the puzzle. Charlie says: “Keywords do still matter.”Why do some people not believe that to be the case?“I don’t know if it’s off the back of AI developments, but a lot of people have been talking about keywords being dead and saying that you should stop focusing on them. They quite rightly mention entities, which should absolutely be at the

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14:53

Manage your content knowledge graph – with Martha Van...

SEO in 2026 ·

2024/12/30

Martha van Berkel from Schema App takes us deeper into the minutiae of entity SEO to look more closely at schema markup and how to build a powerful knowledge graph.Martha says: “Start to think about entity SEO and managing your content knowledge graph.”How would you define an entity?“I always like to think about an entity as a thing. When you’re in a business, you can think about the most important strategic ‘things’ for the business. What makes an entity different from a keyword (or a word in

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15:33

Make use of relevant entities to improve your...

SEO in 2026 ·

2024/12/27

As Jason pointed out, the value of entities goes beyond helping Google categorise your content. Ulrika Viberg from Unikorn explains how they can be the key to getting your brand noticed.Ulrika says: “Utilise entities – not only for content creation, as we have been doing for quite some time, but also for brand optimization.You can make your brand properly stand out in the search results by optimizing the entities around the brand.”Read the full transcript of Ulrika's interview at

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15:39

Turn your attention to Entity Optimization – with...

SEO in 2026 ·

2024/12/26

To kick off our deep dive into entities, Jason Barnard from Kalicube breaks down how and why you need to optimize your entities in 2025 – from the content itself to the creator and the publisher.Jason says: “You need to focus on Entity Optimization for EEAT, or what we at Kalicube call NEEATT.”Entity Optimization starts with entity understanding, is that correct?“Yes, 100%. Without entity understanding, there is no basis for EEAT. It is essential that you ensure Google understands who the creator or

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16:34

Why and how did we should create a multi-function...

SEO in 2026 ·

2024/12/25

Reena Bowden shares with David Bain why and how did we should create a multi-function approach to SEO.Talking points include:What do you mean by a multi-function approach to SEO?How has SEO evolved throughout the organisation over the past few years?Who’s responsible for different aspects of SEO nowadays?What are the changes driven by?What are the advantages to these changes?What does this mean for tracking SEO performance?If an organisation isn’t set up like this, how can a head of SEO start to

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17:09

Gain visibility in generative search by managing your...

SEO in 2026 ·

2024/12/24

It wouldn’t be long before AI joined the brand party! If you want your name to show up in AI-driven results, then taking control of your brand entity is key, according to Crystal Carter from Wix.Crystal says: “Manage your brand entity for visibility in generative search engines and tools.”Why does generative search visibility mean that you should rethink your brand entity?“One of the things that’s really important to consider is the way that LLMs work and the way that people are using them on a

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15:50

Your brand mentions are your links – with Casie Gillette

SEO in 2026 ·

2024/12/23

Like the others in this chapter, Casie Gillette from Customers.ai believes that brand is changing the face of SEO. In her view, you don’t just need to build links anymore; you need to get your name out there.Casie says: “Brand mentions are the new links.Considering what we’re seeing with AI overviews, Reddit, and Quora, forums are back. Fortunately or unfortunately, it’s where you’re going to have to spend your time.AI overviews are pulling from these various places. I can’t tell you how many

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15:06

Build trust and focus on brand awareness – with Rana...

SEO in 2026 ·

2024/12/20

You can put the work into your brand identity, but your customers need to recognise and believe in it too. Rana Abu Quba Chamsi from Expando.Digital explains how to gain a customer’s trust and attention.Rana says: “Everything is changing, so build trust and focus on brand awareness for your clients.”Why do you believe that traditional metrics are losing their importance?“In the SEO world, we live with change, but what’s going on now is changing everything. We have witnessed a change in the ranking

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16:14

Put brand SEO at the heart of your efforts – with...

SEO in 2026 ·

2024/12/19

Like Rejoice, Annika Haataja from Seeker Digital believes in the power of the brand, and she believes that brand should be central to everything that you do.Annika says: “Make brand SEO a firm part of your analysis and strategy.Consider brand almost as a superpower for websites and companies. I would count it as one of the three main pillars that can give you a huge competitive advantage.The first pillar is topical authority, which is about content and content marketing within SEO. The second pillar

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15:12

Shift to Agile SEO - with Grégory Dominé

SEO in 2026 ·

2024/12/18

Grégory Dominé joins David Bain to discuss the importance of shifting to agile SEO.Talking points include:What does working in an agile way actually mean?What are the benefits of working in an agile manner?What are the practical steps that you can take in order to shift to Agile SEO?Are there elements of SEO that can’t work in an agile approach?What are examples of tasks that work really well using an agile approach?Does an agile approach help you get things done more quickly?How do you define what

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16:51

Identify the archetype of your brand – with Rejoice...

SEO in 2026 ·

2024/12/17

In a world increasingly overpopulated with labels, Rejoice Ojiaku from Nelson Bostock UNLIMITED suggests brand archetypes as a way to make your identity cohesive and compelling to the customers that matter.Rejoice says: “Start incorporating and integrating brand archetypes into your content strategy to align your content and identify buyer personas.”What is a brand archetype?“Brand archetypes are a set of 12 frameworks. It is a more psychological approach to developing emotional connections with

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14:39

Take control of your digital governance – with Ash...

SEO in 2026 ·

2024/12/16

Compliance is starting to have a more important role in many businesses, and Ash Nallawalla from CRM911 Digital is here to explain why digital governance is an area that you can’t afford to miss.Ash says: “Digital governance is lacking in most web-enabled businesses, at least in a formal sense.Although websites have been around for 20 years or more, their execution tends to be ad hoc, ultimately resulting in a less-than-ideal outcome for the business.‘Digital’ is a loose term that people use when

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17:44

Get the most from the client-agency relationship by...

SEO in 2026 ·

2024/12/13

Effective communication is about more than just making yourself heard, and Anthony Barone from StudioHawk UK knows how to get clients and agencies to sing from the same hymn sheet.Anthony says: “I’m going to explain how to get optimal results from an agency and how an agency can get good results from their client.It’s all about working together and focusing on that relationship.”What does an optimal client-agency partnership look like in 2025?“Traditionally, it would just be: ‘We pay you, you do

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17:11

Talk finance to get the budget you deserve – with...

SEO in 2026 ·

2024/12/12

Building on Adrijana’s motivational advice, Anna Bravington from Those That Dare and Oxford Innovation Space helps you speak up and have your voice heard in budget discussions.Anna says: “Integrate SEO into the business better so that you can talk finance and get those CFOs to give you a budget.”Is it an SEO’s fault when they don’t get the budget or a CFO’s fault?“It’s a bit of both. There is a balance and tension between CFOs and CMOs. Apparently, 40% of CFOs don’t think that CMOs and marketing

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15:14

What content is required for each stage of the buyer...

SEO in 2026 ·

2024/12/11

David Bain and Otuto Umeji discuss what content is required for each stage of the buyer journey.Talking points include:How do you create content for each stage of the buyer journey?How do you establish user intent?How do you know what type of content to write?How do you measure success?Read the full transcript of Otuto's interview at https://majestic.com/seo-in-2025/additional-insights/otuto-umeji

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17:39

Recognise your value and start earning what you...

SEO in 2026 ·

2024/12/10

It’s not just the decision-makers who undervalue SEO; sometimes it’s SEOs themselves. Adrijana Vujadin from AV Mindset Coaching urges you to fight for what you’re worth.Adrijana says: “Stop under-earning.”Are SEOs bad at charging what they’re worth?“Yes, because people are not respecting them enough. That is why we lack confidence. Money, and money mindset, is a specific topic that not a lot of SEOs are talking about. Whenever we mention money, there is a negative attitude around it. People say that

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15:41

Prove your worth – with Lucia Dello

SEO in 2026 ·

2024/12/09

In a world where the value of SEO can often be overlooked by decision-makers, it’s essential for SEOs to be able to articulate the value of their activities. This is where we begin, with Lucia Dello from Dello Insights.Lucia says: “Prove the value of your e-commerce SEO.”How do you prove the value of it?“In this world, where acquisition remains a challenge and marketing budgets are tight, we want to demonstrate that SEO is bringing in the people you want. Retailers are looking well beyond the

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