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Share your research findings to reach more users – with Rosemary Osuoha
09/04/2026 | 15 mins.
A key way to beat the competition is to learn from other industries. Rosemary Osuoha teaches us what we can learn from healthcare brands.
Rosemary says: “Healthcare brands can use AI and SEO to reach more patients using research papers.”
How can you use research papers to reach more users, and why is this particularly beneficial for healthcare brands?
“First of all, I'm a healthcare professional. I'm a pharmacist, and I also happen to be in SEO. I've been on both sides, from the healthcare perspective and from the SEO perspective.
From my experience, research papers are always published in academic journals, and that's it. That content is not always repurposed. I used to make that mistake, but over time I realised that this can be a real content engine.
Healthcare brands often invest heavily in research. There's always research work being done. There's always a new innovation or investigation. Sometimes, that research can be beneficial to patients, but they aren’t reading academic journals. Most of the time, patients will just Google their symptoms.
If you are not putting that research work where your patients are, you are losing money, and patients are not getting the right information from an authoritative source.
Besides healthcare brands, this is also relevant for any business that heavily invests in research work. You can take advantage of this if you do any form of research and produce data and statistics to back up the claims that you are making. Instead of leaving it in Google Scholar, you can also repurpose that into long-form content and redistribute it across different platforms like social media, YouTube, etc.
It's relevant to any businesses that carry out research, not just healthcare brands.”
Focus on building topical authority in 2026 - Brandon leibowitz
08/04/2026 | 18 mins.
Brandon Leibowitz talks about the importance of focusing on building topical authority in 2026 by creating in-depth content hubs that answer your audience’s questions better than anyone else. Talking points include: What are in-depth content hubs? How do you find your audience’s questions? What metrics do you use to ensure that you are answering the right questions? How do you know what type of content to use? What platform to use? How do you know that these are the right questions? How can you ensure that you are answering these questions better than anyone else?
Utilise SEO but preserve the human element – with Ahmed Bhula
07/04/2026 | 15 mins.
One of the key challenges at the moment is to identify which tasks should be done by AI and which tasks should be done by a human. This is something that Ahmed Bhula explores.
Ahmed says: “Use AI as part of your SEO workflow, and involve the human element at every point.”
How do you decide what AI should do and what humans should do?
“Where there's administrative work – researching keywords, repetitive tasks, and auditing websites – there's always only one answer, and AI can do a really good job if you train those models for that.
On the other hand, when there's actual content, using AI for content is just repeating the same things that are already on the internet, and there's no human creativity behind that. From my experience, search engines don't like it.”
Show expertise and trustworthiness through high-quality content – with Valentina Stragliotto
06/04/2026 | 15 mins.
Valentina Stragliotto explores the idea that it’s also key to demonstrate expertise and trustworthiness through high-quality content.
Valentina says: “Focus on EEAT and high-quality content.
Also, use traditional SEO, as we always have.”
Is EEAT just as relevant for newer, AI search engines as it is for more traditional search engines?
“We have been talking a lot about GEO as opposed to SEO. After reading a few studies about it, I think that what we have been using for SEO is also applicable for GEO and optimization for these LLM systems.
I've been looking at the actions we have to take to optimize for LLM systems. Obviously, there is a big focus on domain authority and branding, which is something that has always been suggested. There have also been quite a few studies showing that there are particular actions related to EEAT and showing trustworthiness and expertise in your content, as opposed to being keyword-focussed and other things that we usually use.
Before GEO came into the world, we used to focus on EEAT because we wanted search engines to rank our content and, within the ranking factors, what we had to write for the users and demonstrate was our expertise. This is something that you also have to do for GEO.
You have to add statistics, you have to show expertise, you have to cite sources, and you have to make the content fluent, because the new way of searching is with a full-on question rather than a query keyword.
Obviously, there is the whole element of structured data, which is also very important because you want the bots to read your content more easily. Again, this has also been important over the last few years because of featured snippets and all the structured content that was appearing on search engines.
That’s why I say that this is a very similar trend; we’re just talking about it in a different way.”
Earn your authority through real, human expertise – with Isa Lavahun
03/04/2026 | 16 mins.
Isa Lavahun explains that you can enhance the perceived authority of your content through real, human expertise.
Isa says: “Authority should be built on earned expertise.
What I mean by that is real experience and credible voices that can’t be easily replicated or automated. In the age of AI, the most humanised content is what’s going to give you competitive edge”
How does a person earn that expertise?
“As marketers, we all use experts. We use people who are either the face of the brand, founders, product leads, or sector specific specialists – from scientists to nutritionists.
Credible experts are always going to be better equipped to help answer the search queries people are looking for. This goes beyond standard EEAT practice because, when AI can produce technically sound content on any topic, expert-attributed content becomes your primary differentiator. Not just expert-reviewed or expert-informed, but expert-led and authored. They need to be front and centre of your content strategy.”

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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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