Carrie Miller

Background

Carrie is a long-form travel and feature writer who has been contributing to National Geographic since 1998 and to its sister titles, magazines and books for the better part of three decades. Her first book — 100 Dives of a Lifetime: The World's Ultimate Underwater Destinations — was published by National Geographic in 2019 and is distributed in Australia by Penguin Random House.

Across her career she has reported from more than 60 countries, profiled scientists, conservationists and explorers, and developed the kind of editorial standards you only get from filing for legacy publishers month after month. That bar is the one she now holds Earned Media's content to.

Bunnings & brand-side experience

Alongside her editorial career, Carrie has worked closely on content for Bunnings — one of Australia's largest and most-loved retail brands — helping shape the kind of practical, genuinely useful how-to and product content that's earned Bunnings its reputation as a trusted source for millions of Australians every week.

That brand-side experience matters: writing for Bunnings teaches you to respect the reader's time, lead with the answer, and never let the brand voice get in the way of the job the customer is trying to do. It's the same discipline she applies to every Earned Media client today — content that's optimised for SEO and AI engines, but written like it's for a real human standing in aisle 14 wondering which screw to buy.

What I work on at Earned Media

As Head of Content, I own the editorial side of every Earned Media engagement — strategy, briefs, structure, voice, fact-checking and the final QA before anything ships. I work closely with our writers, briefing specialists and SEO leads to make sure each piece is genuinely useful, properly sourced and built to be cited — by humans, by Google, and increasingly by LLMs.

My focus areas:

• Editorial standards — the rubric every Earned Media article is reviewed against before it leaves the building.
• Gold+ Content briefs — turning keyword research and SERP analysis into pieces that actually deserve to rank.
• E-E-A-T & expertise signals — author bios, source attribution, original quotes, primary research.
• GEO content — writing in the structure and tone that AI engines extract and cite. See our GEO programme and EMintel.

Why content still matters in a GEO world

The shift to AI search hasn't killed content — it's raised the floor. Generic, AI-spun, lightly-edited articles get filtered out of every modern ranking system, including the one inside ChatGPT. What gets cited is the same thing that's always been worth reading: clear thinking, real evidence, and a human voice the reader can trust.

That's the kind of content I've spent 25+ years writing for legacy media. It's also the kind of content brands need now, more than ever, if they want to be the answer the AI quotes.

Editorial philosophy

Three rules I won't compromise on:

1. If it isn't useful, it doesn't ship. Word counts and keyword density don't make content useful — answering the reader's question does.
2. Every claim has a source. If I can't trace it back to primary research, an expert, or first-hand experience, it doesn't belong on the page.
3. Voice is non-negotiable. Brand content doesn't have to sound like a press release. The best business writing reads the way smart people actually talk.

Get in touch

Reach me at carrie@earnedmedia.com.au or via LinkedIn. If you'd like a content audit on your existing site — what's earning citations, what's invisible to AI, and where the highest-leverage rewrites are — book a free audit here.