Sean Barber is an SEO Manager with over 15 years of experience driving organic growth through data-led search and content strategies across multiple industries. He currently works at Macmillan Cancer Support leading SEO initiatives to improve visibility, engagement and impact across digital channels.
He is also the host of the podcast Search With Sean SEO with over 19K subscribers, covering SEO, AI and digital marketing trends with practical, industry-led insights. I was particularly impressed by the quality of his insights during our conversation.
1. Working in SEO for a charity like Macmillan adds a strong sense of purpose. How does that shape the way you approach search strategy?
If anything, it reinforces how critical it is to truly match user intent. We need to be visible when people need us most, but just as importantly, when they land on a page it has to meet their expectations and actually help them in that moment.
The strategy is also more multi-faceted than people might assume. We’re not just creating content for people affected by cancer, but also for those fundraising, supporting someone else, or even healthcare professionals looking for reliable information.
And on a personal level, like many people, my family has been affected by cancer, so it does add an extra layer of purpose to the day-to-day work.
2. Health is a sensitive vertical, especially with AI Overviews expanding. What concerns you most about how health information is surfaced today?
Medical information is rarely simple – it’s highly contextual and personalised. What’s “right” depends on a combination of factors like demographics, geography, health status, and individual circumstances. That makes the idea of a single source of truth incredibly difficult.
If AI Overviews are going to continue appearing for health queries (which personally I’d prefer they didn’t) similar to how YouTube handles medical topics – then there needs to be far more care around which sources are used and how appropriate they are for the specific query. The risk of over-simplification is very real.
3. Speaking at brightonSEO this year, what will your talk focus on, and will you be speaking at any other conferences this year?
Nothing else planned at the moment unless I’m asked.
The brightonSEO talk will focus on how organisations operating in Your Money or Your Life spaces can and should deal with misinformation. With the rise of social media, forums, and AI-generated answers, the problem isn’t going away – it’s getting worse.
What I want to explore are the mindsets, responsibilities, and practical approaches needed to push back against that trend.
4. Search With Sean has become a strong voice in the industry. What originally pushed you to start the podcast?
Honestly, it started with me annoying my colleagues by constantly sending them articles and stories.
But more seriously, it was about pushing myself out of my comfort zone, embedding myself further in the industry, and learning directly from people with different perspectives. What I didn’t expect was how many friendships would come out of it, or how generous people would be with their time.
I’ve been genuinely blown away by that and I now really enjoy being on the mic, which I never thought I’d say.
5. The podcast covers SEO, AI, and digital marketing. Which conversations have surprised you the most so far?
It might sound like an easy answer, but genuinely every conversation teaches me something new – that’s why I love doing it, especially speaking to people from all over the world.
That said, I particularly enjoy the episodes that go slightly off the usual digital marketing path. Things like SEO in China with Natalia Witczyk, or conversations around burnout and redefining success with Ursula Capell. Those kinds of topics help make the channel feel a bit different.
6. Search With Sean has already passed 240,000 views. What do you think has driven that level of growth?
Honestly, the guests.
It’s not a high-budget channel, but I think people appreciate the range of voices and perspectives. When we cover the news, we also try to approach it from a slightly different angle rather than just repeating headlines.
We’ve also experimented with different formats – panel shows, walkthroughs of user journeys, interviews and I think that variety probably helps keep things interesting.
7. Video is a very different format. How much thought goes into SEO for YouTube titles and thumbnails?
Probably less than it should, if I’m being honest.
I do try to make sure titles clearly communicate what the video covers, include the guest where relevant, and follow some basic E-E-A-T principles. Chapters are also something I focus on because they genuinely help viewers.
That said, it’s definitely an area I can improve. I’ve recently started testing titles using YouTube’s A/B testing feature, which is something I should have done much sooner.
8. Outside of work, sport, and tech, what helps you fully switch off and recharge?
I do struggle to switch off, if I’m honest.
That said, I try to put my phone away and either go for a walk or watch TV or YouTube, depending on my mood. It’s something I know I need to do more of.
I do feel quite lucky though – I genuinely enjoy what I do, so it doesn’t always feel like work.
9. Is there a hobby or interest you have that most people in the SEO world would never guess?
I’m really into alien and UFO-related topics. I’ve been to the National Archives a few times to read through declassified cases, which is always fascinating.
I’m also planning to write a book exploring different dream states, which will be a first for me – so we’ll see how that goes.
10. What’s your go-to song or playlist when you need a break from SEO and screens?
It really depends on my mood. I mostly listen to podcasts, but musically I’m pretty open – everything from trance to hip hop to 90s pop.
If I really want to switch off, I sometimes listen to different frequencies rather than music at all.