Most SEOs are good at using data to identify what content to create or which pages to optimise - but numbers alone can't tell us how to make that content genuinely helpful, especially in the era of AI where the data isn't always even available.

In this session, Annika will share the Content Science framework: a qualitative methodology for evaluating and creating helpful content that performs across traditional search and AI citations. Think of it like grading a university research paper - rigorous, repeatable, and focused on substance over quick optimisation.