Liv Day and Ellie Wraith from Digitaloft join Search with Candour to explain how to turn client expertise into SEO gold and why you need to create content your competitors can’t copy.
They explain why unique, non-commodity content matters more in the AI era, how to extract insights from hesitant clients, and how to build processes (checklists, writer access to experts, ongoing client questions) to ensure information gain.
They discuss using first-party data (sales, customer service transcripts), surveys, and sources like Reddit to uncover real audience pain points, plus repurposing interviews and video assets across site pages based on page goals.
Follow Liv & Ellie:
Digitaloft: https://digitaloft.co.uk/
Liv on LinkedIn: https://www.linkedin.com/in/olivia-day-seo/
Ellie on LinkedIn: https://www.linkedin.com/in/elliewraith/
Chapters
00:00 Welcome to Search with Candour
02:46 Introducing Ellie Wraith
03:38 Introducing Liv Day
04:30 Why expertise matters now
09:48 Measuring information gain
15:12 Client chats vs keyword research
18:17 Handling hesitant experts
27:25 Personal brands and authority
32:53 What is trust in the AI era
35:10 Convincing clients to get on camera
37:04 Proving real Experts
39:30 Repurposing your content and assets
41:58 Technical difficulties
42:05 Finding Proprietary Data
46:50 Measuring Content Success
51:03 Recommendations: Ask more questions and prioritise based on your bottom line
54:01 Recommendations: Collate customer service data and check Reddit
56:44 Recommendations: Summer gigs and Widow’s Bay
59:00 Where to Follow and Wrap
