Michaela Simpson

What set you on the road to where you are now? 

In my past life, I was a dental practice manager. It was in trying to grow that practice that I started teaching myself Google Ads, SEO, and social media. I began to think: "Wouldn't it be amazing if you could just do this full-time?” I spent my savings to go back to college and joined Wolfgang as a trainee in 2014. I’ve been following my passion for SEO and Content here ever since.
 

As a co-owner, what does being part of an employee-owned trust actually mean to you?

'People' have always been at the centre of what’s important at Wolfgang. Taking the step to become Ireland’s first EOT is just another example of that. Every digital marketer here is now a co-owner, with a formal say in how we do things. As the people who collaborate with clients day in and day out, I believe this gives our clients a voice too; that’s a system I’m very proud to be a part of. 
 

You're our Head of Content, with a deep focus on the future of search. How are you advising clients to prepare for the 'AI answer engine'?

My main advice is: don't panic. There's a lot of hype, but it’s our job to sift through it and clarify what actually works.

A strong SEO foundation is still the bedrock for visibility anywhere. The real change is how we think about content. We must obsess over genuine expertise. E-E-A-T (Experience, Expertise, Authoritativeness, Trust) is no longer just a Google guideline; it's the entire playbook for AI Search optimisation. We're focusing on demonstrating this so clearly that our clients become the definitive answer in their field.