Hannah Bryce is the SEO Consultant at Latern SEO with over 16 years of in-house experience across e-commerce, health and wellness, and multiple other industries.
After building and leading high-performing SEO teams, she recently launched Lantern SEO, her own independent consultancy focused on strategy, audits, and rescue work for brands navigating complex SEO challenges.
In this episode, Hannah shares why she made the leap from in-house leader to independent consultant, what her USP looks like in practice, and how she approaches SEO strategy for businesses that are stuck, scaling, or recovering from technical mistakes.
She also breaks down why branded search has become one of the most important but most overlooked metrics in 2025 and beyond, how digital PR has finally earned its seat at the table in the AI search era, and why collaboration across legal, UX, design, and sales teams is what separates good SEO from great SEO.
Hannah also shares her perspective on how to keep your SEO team motivated, why canonicalization is still misunderstood, and what most brands are getting wrong about trust signals on their websites.
If you manage an SEO team, work with an agency, or are trying to figure out how to show up in AI-generated search results, this conversation is packed with practical, experience-backed insight.
Takeaways:
- Branded search is now partly driven by SEO work that earns no direct attribution
- Digital PR is finally getting sign-off because AI search has validated its importance
- Collaborating with legal teams can unlock content no competitor dares to publish
- Canonicalizing paginated pages to themselves helps search engines see full product ranges
- Trust signals like reviews and expert profiles are essential for converting organic traffic
- Sales teams hold customer language that SEO teams should be mining regularly
- Getting leadership buy-in requires revenue forecasts and external case studies, not just data
- Keeping your SEO team recognized and engaged directly impacts the quality of their work