Carolyn Shelby has been in digital marketing since 1994 (yes, it was a thing even then) specialising in SEO since 1997. She’s now Principal SEO at Newfold Digital and Yoast, continuing to develop innovative SEO strategies, and focused on enhancing the online visibility and engagement for Newfold Digital's brands.      In this episode, we discuss:   Why unique and helpful content is more important than ever  The evolving relationship between SEO professionals and search engines   How AI plays a role in content creation and SEO     Dive in:  [04:54] Search engines have matured in significant ways.  [07:02] eCommerce brands find it easier to reuse content.  [12:04] AI can't generate targeted copy without human input.  [13:23] AI anticipates, needs creative prompting for variation.  [17:49] AI's diverse role in content creation evolution.  [19:28] Helpful content should be the focus and target.  [20:47] Insider Tips from Carolyn!   Digital Retail Index: Find out where you’re ranked or submit your own site for analysis >> KeepOpt.com/remarkable **** Get all the links and resources we mention & join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsor