Guides
Longer guides on the ideas behind modern SEO and AI search, grouped by topic.
- AI search and GEO
- Entity SEO and E-E-A-T
- Content architecture
- Local and technical SEO
- Running an SEO agency
AI search and GEO
How generative engines choose, quote and cite sources.
- SEO vs GEO: what changes when AI writes the answer
Where traditional SEO and generative engine optimization overlap and where they split.
- Making content easy for AI to use
Structuring pages so AI engines can pull accurate answers from them.
- Schema and structured data for AI understanding
The markup that helps machines read who you are and what a page covers.
- Using ChatGPT for SEO work
Where it saves time in research and drafting, and where it needs a human check.
- A practical guide to Claude
What Claude is good at, and how it compares with other assistants.
Entity SEO and E‑E‑A‑T
Proving who you are, what you know and why you can be trusted.
- Documenting author expertise
Showing search engines who wrote a page and why they're qualified to.
- Schema markup for E-E-A-T
The structured data that connects authors, organizations and content.
- Building authority beyond your website
Why mentions on other platforms shape how search engines see a brand.
- Decoding search intent
What people actually want when they type a query, and how to answer it.
Content architecture
Organizing a site so it reads as an authority on its topics.
- Content silo structures
Grouping pages by topic and linking them so authority builds on itself.
- Topic cluster architecture
Planning pillar pages and the supporting articles around them.
- Semantic keyword grouping
Grouping keywords by meaning instead of by matching words.
- Preventing keyword cannibalization
Keeping your own pages from competing with each other.
Local and technical SEO
The foundations that decide whether a page gets crawled and ranked.
- Local SEO strategy
Winning searches in the specific places you serve.
- Technical SEO foundations
Crawling, indexing, speed and the rest of the plumbing.
- SEO vs Google Ads
How to decide where a marketing budget will return more.
Running an SEO agency
Tools and systems for doing this work at scale.
- The SEO agency tech stack
The tools an agency actually needs, and what each one is for.
- Bringing AI into a content process
A step-by-step framework for adding AI without losing quality.