In this episode of Chat With Sean, I’m joined by Martin Hayman - Co-Founder of RankCaddy and a well-known voice in technical and data-driven SEO.

We explore how search is evolving alongside AI and why, despite the industry noise, SEO fundamentals remain more important than ever. Martin shares practical insights on using Google Search Console data to uncover real opportunities, how AI should (and shouldn’t) be used in SEO workflows, and why brand, diversification, and “search everywhere” thinking are becoming essential moving into 2026.

We also discuss the reality behind AI traffic growth, how to respond to client questions around AI search, and why many SEOs still overlook the most valuable data sitting right in front of them.

Topics covered include:

- Why SEO isn’t being replaced by AI

- The real impact of LLM traffic vs Google search

- Advanced ways to use Google Search Console data

- Finding content opportunities through data analysis

- Using AI responsibly for content and insights

- The rise of search everywhere optimisation

- Brand, diversification, and future SEO strategy

- The evolving role of rank tracking tools

Connect With Martin Hayman:https://www.linkedin.com/in/martinhayman/

https://rankcaddy.io/

Cheat Sheet - https://bit.ly/martin-hayman-gsc