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Analytics should be core to your SEO strategy in 2026 - Jeremy Horne
22/04/2026 | 15 mins.
Jeremy Horne shares that analytics should be core to your SEO strategy in 2026 Talking points include: What is a media mix model? Why should analytics be at the core of a marketing strategy? How do you use analytics to power a marketing strategy? How often should you revisit your analytics in relation to powering your marketing strategy? What metrics are key? What software do you use? How do you work with other marketing departments? How has this changed over the years? How is this likely to continue to change?
Unlock revenue potential by building collection pages – with Joe Hale
21/04/2026 | 15 mins.
If you’re an e-commerce business, Joe Hale suggests that you may be missing out on a significant ranking opportunity.
Joe says: “E-commerce stores need to be using collection pages to maximise the potential of their SEO.”
What are collection pages for e-commerce sites?
“Collection pages for e-commerce sites are essentially category pages. They are lists of products that live on the site, and there's so much potential that so many brands aren't taking advantage of.
There is no technical difference between a collection page and a category page, but I use the term ‘collection’ because that's what it's called on Shopify. Many of our clients (and many e-commerce businesses around the world) use Shopify, and it actually makes it easier to build out these pages.
You can build out a collection or a category page across any CMS, but on Shopify, it's so easy to use. It can be done poorly, because the barrier to entry is much lower, but that allows people to get involved, undertake this as a project, and build out this opportunity from a non-branded keyword perspective.
When people are doing it poorly, they just build collections for the sake of it, or they might build three different variations of the exact same type of collection. It might be that they exclude one type of product in one, or they built a collection of t-shirts three years ago, and then they built another collection of t-shirts two years ago, and then another one year ago.
Actually, part of the process is a lot of cleanup as well. Because it's so easy to fill out these collections, people just go in and make new ones rather than optimizing the ones that are already there.”
Produce meaningful research to stand out in AI search – with Andreas Voniatis
20/04/2026 | 15 mins.
Once you know what you want to be an expert in, Andreas Voniatis advises that you should produce meaningful research to stand out in AI search.
Andreas says: “Produce scaled insights in your content, to get your website AI-recommended.”
Is that the same as scaling content production?
“No. Scaled insights is about producing research that has achieved a significant sample size, which means that the insights contained therein, within your content, have significance.
That's really important for AI because it means that it's likely to generalise well, and whatever you're describing is likely to apply in the real world.”
Is it more linked to enhancing your own personal and brand authority?
“That's a very succinct way of putting it.”
Refocus on topical authority – with Pieter Serraris
17/04/2026 | 15 mins.
One of the big content questions to ask yourself to begin with is: ‘What do you want to be known as an expert in?’ This is something that Pieter Serraris explores.
Pieter says: “Don't let AI take away your focus from your bigger SEO strategy.
Stay focussed on topics and topical authority.”
Should AI be part of your overall SEO strategy?
“With a lot of companies, everything seems to revolve around AI: getting ranked in ChatGPT, getting a spot in AI overviews, etc. That seems to be the main focus point for a lot of companies.
Brands are suddenly starting to add FAQs en masse, for FAQs that aren't even relevant and are way too broad. I had a client who suddenly started ranking number one for the word ‘bread’, even though they're a B2B ingredient supplier. Adding all of these FAQs shouldn't be your main focus. You should still remember who your audience is and what your SEO strategy is, as it used to be before ChatGPT suddenly came along.
A few years ago, we were seeing much more maturity in the SEO world. People were starting to think about EEAT and topical authority. If you looked at LinkedIn two years ago, these were the topics that people were talking about. Now, it's only about AI and how to rank there.
Obviously, it is important, but you shouldn't want to rank in these tools just for the sake of ranking; you still have to remember what topics are important for your company and for your interaction with your audience.
Take a step back. Make use of ranking in AI platforms like ChatGPT if it's a relevant interaction point for you and your audience, but not just for the sake of a vanity metric. That’s what a lot of SEOs are losing themselves in.”
Focus on genuine EEAT to determine what valuable content looks like – with Tom Winter
16/04/2026 | 15 mins.
As we’ve highlighted already (and will undoubtedly continue to be advised in the future), EEAT is just as important as it ever was. This is what Tom Winter believes.
Tom says: “Focus on EEAT – but actual EEAT, not the fake one.”
What is fake EEAT?
“Right now, I see a lot of SEOs trying to figure out how to create EEAT without actually understanding what EEAT is. They are trying to find hacks (because we're SEO experts, we always wanted to find hacks) to simplify the whole thing and add fake EEAT into the articles they're writing.
When I'm talking about fake EEAT, I'm talking about just adding a bio or an author to the article and then thinking that you’re done. EEAT is a little bit more than that.
Google are now at a place where they understand what is valuable for the end user. There isn’t an easy way to go around it; find some kind of checklist for what we can put into an article, and make it happen. All the keyword-stuffing techniques that we used to use don’t work anymore.
We need to do what Google has wanted us to do for the last 20 years and create and add value through our content.”

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About 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 SEOin2026 a must-read for anyone working in the industry. Majestic has brought together 117 of the SEO industry's brightest minds to share their insights into what matters, and what doesn't, to continue to drive growth with organic search during a period of massive uncertainty, and the book should be seen as a valuable reference point to keep your strategy on the right track.” JAMES BROCKBANK Managing Director and Founder, Digitaloft “I highly recommend that every SEO professional set aside a couple of days for SEOin2026. You'll thank me for helping you plan your year effectively. I'm extremely grateful to have the opportunity to work alongside some of the world's leading SEO champions.” NITIN MANCHANDA Founder & Chief SEO Consultant, Botpresso “This collection of wisdom from many of the best minds in SEO today is a great line in the sand of where we as an industry are, what problems we face, and how we tackle them. Anyone in SEO or marketing should be dipping into this on a regular basis.” SIMON COX Technical SEO Consultant, Cox and Co. Creative “This series continues to be the industry’s leading source of the most timely advice a marketer could ever want. The most forward-thinking SEO experts in the world come together once a year to create this invaluable collection of new knowledge that should never be passed up on!” PAM AUNGST CRONIN President and Founder, Pam Ann Marketing and Stealth Search and Analytics “2025 has been a sprint for the SEO industry, with AI reshaping how we understand visibility, relevance, and authority. SEOin2026 is not just another trends book; it’s a roadmap for what’s actually coming. I loved being part of it and seeing how experts around the world approach the same challenges from different angles.” RAMONA JOITA SEO Consultant and Founder “David is good at drawing out the substance of a conversation. He will explore the topic and challenge assumptions, steer the conversation into an unexpected direction, and build on your ideas – making you think a bit deeper and sharper. Our recent conversation flew by as always, and as always – I’ve come out energised about the topic with more to think about.” SUKHJINDER SINGH Freelance SEO Consultant

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