Turn client expertise into SEO gold | Search with Liv Day and Ellie Wraith

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/Chapters00:00 Welcome to Search with Candour02:46 Introducing Ellie Wraith03:38 Introducing Liv Day04:30 Why expertise matters now09:48 Measuring information gain15:12 Client chats vs keyword research18:17 Handling hesitant experts27:25 Personal brands and authority32:53 What is trust in the AI era35:10 Convincing clients to get on camera37:04 Proving real Experts39:30 Repurposing your content and assets41:58 Technical difficulties42:05 Finding Proprietary Data46:50 Measuring Content Success51:03 Recommendations: Ask more questions and prioritise based on your bottom line54:01 Recommendations: Collate customer service data and check Reddit56:44 Recommendations: Summer gigs and Widow’s Bay59:00 Where to Follow and Wrap