In this episode, Bernadette chats with Penelope Cannata, SEO Content Strategist at StudioHawk, about what it really takes to get found online right now. Penelope unpacks the biggest mistakes businesses make with SEO copy, how to write for both humans and algorithms, and why brands need to double down on trust, quality and purpose if they want to stay relevant in AI-powered search.
With 6+ years of experience across education, commercial and not-for-profit sectors, Penelope brings a refreshing mix of strategy, empathy, and clarity to the world of content marketing. Whether you’re a writer, marketer, or business owner, you’ll walk away with a more grounded (and hopeful!) view of where content is headed.
In this episode, you’ll learn:
The #1 SEO mistake writers still make (and what to do instead)
Why content length and quality both matter more than ever
The difference between informational and thought leadership content (and when to use each)
How to structure content for SERP features and AI overviews
Why trust signals and audience-centricity will define the future of SEO
What AI is actually pulling into results (and how to get your brand included)
How to optimise for voice search and the rise of zero-click content
Bio:
Penelope has worked in Content Marketing and SEO for 6 years across education, commercial and not-for-profit sectors. She brings an audience-centric approach to copywriting and content strategy, ensuring content doesn’t just attract the right traffic—it drives action and nurtures lasting engagement.
As StudioHawk’s SEO Content Strategist, Penelope develops high-performing content plans for enterprise-level clients, balancing the needs of audience, brand, and search engines. Her approach is both analytical and intuitive—integrating search intent with the audience journey to build cohesive, resonant website experiences that drive organisational results through impactful content. Whether crafting persuasive landing pages, scaling content strategies, or fine-tuning SEO copy, Penelope ensures every page serves a purpose—something she believes is best defined by audience research and analysis.
Her professional ethos is that emotion inspires action, and high-quality copywriting is felt—not just read. More than flow, readability, and accuracy, great content meets audiences where they are in their journey, building trust and guiding them toward their next step. Penelope believes that ability to evoke the right emotion at the right stage of the audience journey will become an increasingly sought-after copywriting skill in our Ai-driven era, and that brands championing thought leadership content will be the ones to thrive in the SERP while others battle for traffic against zero-click search results.
