This episode features the brilliant Amy Lynch. Amy is a Senior SEO Account Manager at Search Seven. Amy starts by running through her career, with over a decade in the industry and from working for herself for many years. She talks about having a website competing against top jewellery businesses because of her SEO work when starting off. Amy highlights her main strength is identifying SEO performance with a strong focus on identifying performance loss and giving good timelines for SEO recovery.  To add to this she speaks about a business being hit significantly by the panda update and how she recovered a 10,000+ page website in 9 and half months to its former glories. Amy highlights what software she'd recommend for top-level SEOs in the modern day including SEM rush, ahrefs and the new improved google trends. Spyfu for competitor analysis, and then insights included search engine journal and analytics mania on Youtube. We discuss GA4 and the free-flow charts in the explore section. She also gives an example of plugins clashing with Apple iOS traffic causing a whole portion of a site's traffic not to be collected. Something that could happen to a lot of businesses in the coming months. This episode is perfect for anyone wanting to understand SEO at an advanced level and learn from an expert in this field.