20. Maddy Shine | Part 2 - Mastering Keywords, AI & Visibility in the Digital World

In this episode of Work in Progress, Nicole Engelmann speaks with SEO and visibility expert Maddy Shine about how to use keywords with purpose, when to lean into tools (including AI) and when to trust your instincts, the importance of storytelling in building an online presence, and how to structure your website to actually be found. It’s a practical, no-fluff conversation about showing up, standing out, and making smart choices in a noisy digital world.

Host & guest info:

Nicole Engelmann

Nicole is a London-based personal branding photographer and videographer, working with small business owners and creatives across the UK and beyond. She’s here for the camera-shy, the visibility-dodgers, and the “I’m not photogenic” crowd - turning nerves into magic with scroll-stopping visuals that feel so you. Whether it’s in the streets of London or on a retreat in Ibiza, she’s got your best angles (and your brand) covered.

Nicole's website: ⁠www.londonbrandingphotos.com⁠

Follow Nicole on Instagram: ⁠www.instagram.com/londonbrandingphotos⁠

Connect on LinkedIn: ⁠www.linkedin.com/in/nicole-engelmann⁠

Sign up to her newsletter: ⁠www.londonbrandingphotos.com/newsletter

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Maddy Shine

Maddy Shine is an SEO and visibility expert who has spent over 13 years helping thousands of people take up space on the internet. Passionate about community and connection, she shares her expertise and experience to support women and LGBTQ+ business owners in getting found on Google. Beyond her online work, she also hosts local meetups for business owners in the pub, championing the power of working together.

Check out Maddy's work:

Websites:

https://maddyshine.co.uk

https://sassyandsoft.co.uk

https://pintsandpurpose.co.uk

Current Offer: https://www.sassyandsoft.co.uk/seo-for-small-business/

LinkedIn: https://www.linkedin.com/in/maddy-shine-b4989516/

Instagram:

https://instagram.com/maddy.shine

https://www.instagram.com/sassyandsoft

https://instagram.com/pintsandpurpose