The Global Discussion welcomes a true expert in digital marketing—Gavin Duff, the Head of Digital at Friday Agency, Lecturer, Keynote Speaker, and Author of the brilliantly titled book Hiding Dead Bodies: Your No-Nonsense Path to SEO Glory. Gavin catches up with Host Simon Hodgkins for a compelling discussion. With over 20 years of hands-on experience in digital strategy, SEO, analytics, and e-commerce, Gavin has worked with some of the most recognized brands. Clients have included Bord Gáis, Bus Éireann, The Irish Times, AIB, Danone, Mason Hayes & Curran, Heineken, 3, Mazda, Dominos Pizza, AXA Insurance, 123•ie, Amazon, DIT, Sunway Holidays, Daft•ie, Temple Street. Barrettstown, Matheson, Dublin Business School, Oxfam, Harry Corry, Newstalk, 98FM, Gaiety Theatre, Aer Lingus, Hilton Hotels, HSBC, Ford, TV3, Tayto, permanent tsb, the HSE, MyHome•ie, Trinity College, and many more. His insights into search marketing and human interaction with technology are not just theoretical—they are battle-tested in the ever-evolving world of digital marketing. A Career Built on SEO, Strategy, and Cyberpsychology From his early days working with Yahoo—back when it was a major player in search—Gavin developed a deep-rooted expertise in SEO, content strategy, and search advertising. His experience spans client- and agency-side work, allowing him to advise businesses on creating winning strategies in an increasingly competitive online landscape. Not only does he lead digital marketing efforts at Friday Agency, but he also shares his knowledge through lecturing at Trinity College and speaking at industry conferences. His ability to blend marketing psychology with technical SEO makes him a sought-after expert in the field. The Story Behind Hiding Dead BodiesOne of the most intriguing parts of the conversation was Gavin's book title—Hiding Dead Bodies. While it might raise eyebrows when read in public, the phrase is an inside joke in SEO circles: "The best place to hide a dead body is page two of Google." The book isn't just a guide to SEO; it's a no-nonsense approach to helping businesses outmaneuver competitors, build trust signals, and ensure their content ranks where it matters—on page one. Written in a practical and engaging style, it's designed for marketing professionals who want to understand SEO without getting lost in jargon. AI and the Future of SEO With the rise of AI, many marketers are wondering: What does this mean for SEO? Gavin addressed this head-on, explaining that while AI is being rapidly integrated into digital platforms, the core principles of SEO remain unchanged: Trust signals still matter – AI tools will prioritize content from authoritative, well-linked sources. User engagement will shape rankings – Platforms like ChatGPT and Google's AI will soon analyze how users interact with content. AI is a tool, not a replacement – While AI can help generate ideas and optimize content, it should not be relied upon to fully write SEO-friendly content. For businesses looking to future-proof their SEO strategy, Gavin recommends focusing on quality content, strategic distribution, and optimizing for engagement rather than chasing quick AI-generated solutions. Follow The Global Discussion on LinkedIn, YouTube, Spotify, and more! Stay tuned for more inspiring stories from Creatives, Leaders, and Thinkers on The Global Discussion. Join the newsletter for updates on new episodes. Watch or listen to The Global Discussion Web: https://www.theglobaldiscussion.com⁠ Audio Podcast: ⁠Spotify⁠ | ⁠Google⁠ | ⁠Apple⁠Video Podcast: ⁠https://www.theglobaldiscussion.com⁠ YouTube: ⁠https://bit.ly/TGD-YouTube⁠ Follow us on LinkedIn/Social Media https://www.linkedin.com/company/theglobaldiscussion Others: X, Instagram, and Facebook