The learning library
Useful answers. Connected thinking.
Practical guides for the questions behind better search visibility. Start with the task you need to complete, then follow the evidence, examples and related resources.
All topics are available below.
SEO foundations
Build a site people can find, use and understand. Start with customer questions, then connect the technical and editorial work.
Read the resource 12 guidesAI search, AEO & GEO
Understand access, source quality and measurement across search-enabled AI products. Separate a documented requirement from a speculative shortcut.
Read the resource 12 guidesBacklinks & digital PR
Find relevant publications, offer a useful contribution and verify the editorial result. Relevance and transparency guide the process.
Read the resource 10 guidesContent & AI workflows
Turn customer questions and approved expertise into useful pages. Build repeatable briefs, review the claims and maintain what you publish.
Read the resource 10 guidesLocal search
Help customers understand actual services, coverage and contact routes. Build local relevance from real business information.
Read the resource 10 guidesMeasurement & growth
Connect completed work with evidence and business decisions. Keep observations, estimates and causal claims distinct.
Read the resourceChoose your starting point
- Build the foundation. Confirm your customer questions, service scope and technical access.
- Improve the information. Publish accurate explanations, supported claims and useful examples.
- Connect the sources. Add relevant internal links and pursue worthwhile editorial contributions.
- Measure the decision. Review suitable traffic and qualified actions with clear assumptions.
All practical guides
Keyword research that starts with customer decisions
Keyword research connects real customer questions with pages that deserve to exist.
Read the resource SEO foundationsSearch intent: choose the right page for the task
Search intent is the task someone is trying to complete through a query.
Read the resource SEO foundationsA technical SEO audit with a usable fix queue
A technical SEO audit tests whether important pages can be discovered, fetched, understood and indexed as intended.
Read the resource SEO foundationsCrawlability and indexability: diagnose the difference
Crawlability concerns whether a search system can request a URL.
Read the resource SEO foundationsRobots.txt for search crawlers and AI discovery
Robots.txt communicates crawling preferences to compliant crawlers at the site origin.
Read the resource SEO foundationsXML sitemaps: a clean inventory of canonical URLs
An XML sitemap helps search engines discover the URLs you want considered for indexing.
Read the resource SEO foundationsCanonical URLs: keep one clear primary destination
A canonical URL identifies the preferred version of substantially duplicate content.
Read the resource SEO foundationsInternal linking: help people find the next useful answer
Internal links connect relevant pages on your own website.
Read the resource SEO foundationsOn-page SEO: make a useful page easy to understand
On-page SEO aligns the title, main heading, explanation, supporting evidence and next action around one clear visitor task.
Read the resource SEO foundationsCore Web Vitals: prioritise real page experience
Core Web Vitals describe aspects of loading, responsiveness and visual stability.
Read the resource SEO foundationsStructured data that matches the visible page
Structured data describes a page using a standard vocabulary.
Read the resource SEO foundationsRedirects and 404s: preserve useful routes
A redirect moves a visitor or crawler to another URL.
Read the resource SEO foundationsWebsite migration: protect content and URL meaning
A website migration changes the platform, structure, domain or design of a site.
Read the resource SEO foundationsInternational SEO without thin country copies
International SEO helps the right audience find and understand the right market version of your content.
Read the resource AI search, AEO & GEOCorrect inaccurate business information in AI answers
When an AI answer describes a business inaccurately, first identify the exact claim and whether the answer used current web sources.
Read the resource AI search, AEO & GEOAEO vs GEO vs SEO: what the work actually changes
SEO improves a website’s discoverability and usefulness in search.
Read the resource AI search, AEO & GEOChatGPT search visibility: access, evidence and observation
To support discovery in ChatGPT search, make useful public pages accessible and understandable, and review the published OAI-SearchBot controls.
Read the resource AI search, AEO & GEOClaude search visibility: prepare useful public sources
Claude’s search discovery depends on the product’s web-search behaviour and available sources.
Read the resource AI search, AEO & GEOGoogle AI Overviews: build on search fundamentals
Google says the established SEO fundamentals apply to AI Overviews and AI Mode.
Read the resource AI search, AEO & GEOAn AI citation audit with a defensible method
An AI citation audit records which sources appear for a defined set of questions and conditions.
Read the resource AI search, AEO & GEOEntity consistency: make business facts agree
Entity consistency means presenting the same verifiable business identity across relevant pages and profiles.
Read the resource AI search, AEO & GEOAnswer-first content that still explains the details
Answer-first writing gives the main response early, then develops the reasoning, procedure and exceptions.
Read the resource AI search, AEO & GEOEvidence design: make important claims checkable
Evidence design connects a claim to the source, method or example that supports it.
Read the resource AI search, AEO & GEOMeasure AI visibility without inventing attribution
AI visibility measurement combines repeatable observations with whatever referral and conversion information is actually available.
Read the resource AI search, AEO & GEOAudit content for AI search and human usefulness
An AI search content audit asks whether public pages contain clear, supported answers to the questions customers actually ask.
Read the resource AI search, AEO & GEOLLMs.txt: optional context, not a visibility guarantee
LLMs.txt is an emerging convention for presenting links or context to language-model tools.
Read the resource Backlinks & digital PRBacklink quality: evaluate the page, audience and reason
A worthwhile backlink comes from a page where the reference makes sense for readers.
Read the resource Backlinks & digital PRPublisher prospecting: build a relevant opportunity list
Publisher prospecting identifies publications whose audience and editorial coverage fit a useful contribution.
Read the resource Backlinks & digital PRFind the right editorial contact without guessing
Editorial contact research identifies the professional person or route responsible for a relevant section or story.
Read the resource Backlinks & digital PROutreach personalisation that changes the proposal
Useful personalisation explains why a contribution fits a particular publication and its readers.
Read the resource Backlinks & digital PREditorial follow-ups: add value and know when to stop
A follow-up should help an editor evaluate an existing proposal, not pressure them to answer.
Read the resource Backlinks & digital PRDigital PR angles built from real expertise
A digital PR angle is a clear, relevant reason an audience would care about a story, finding or expert explanation.
Read the resource Backlinks & digital PRLinkable assets: create something worth referencing
A linkable asset is a resource that helps another writer explain a topic or helps a reader complete a task.
Read the resource Backlinks & digital PRBacklink audits: investigate patterns before taking action
A backlink audit examines the relevance, origin and behaviour of links pointing to a site.
Read the resource Backlinks & digital PRLink reclamation: recover value from existing references
Link reclamation repairs or clarifies references that already exist, such as a valuable link to a broken URL or an inaccurate destination.
Read the resource Backlinks & digital PRAnchor text: describe the destination naturally
Anchor text tells a reader what a link leads to.
Read the resource Backlinks & digital PRSponsored links: disclose the relationship clearly
A sponsored placement involves a commercial relationship that should be transparent to readers and reflected in the link treatment where applicable.
Read the resource Backlinks & digital PRVerify a published placement from the reader’s view
Placement verification confirms what is actually live: the article, surrounding context, destination, link attributes and disclosure.
Read the resource Content & AI workflowsContent strategy: choose what deserves to be published
A content strategy connects audience needs, business expertise and a maintainable publishing plan.
Read the resource Content & AI workflowsContent briefs: give the writer a decision to solve
A content brief explains the audience, main question, scope, evidence and intended outcome of a page.
Read the resource Content & AI workflowsContent refreshes: update the substance, not just the date
A content refresh improves a page because its information, examples, structure or audience needs have changed.
Read the resource Content & AI workflowsTopic clusters: a hierarchy readers can use
A topic cluster connects an overview hub with detailed pages that solve distinct related tasks.
Read the resource Content & AI workflowsExperience and trust: show what supports your advice
Trust comes from accurate information, transparent authorship, relevant experience and evidence that fits the claim.
Read the resource Content & AI workflowsImage SEO: explain the visual and deliver it well
Image SEO combines relevant visual content, appropriate text alternatives and efficient delivery.
Read the resource Content & AI workflowsContent governance: keep a growing library accurate
Content governance assigns ownership, review rules and maintenance triggers to a website’s information.
Read the resource Content & AI workflowsService-page copy that helps a buyer choose
A service page should explain who the offer suits, what work is included, what inputs are needed and how the engagement is evaluated.
Read the resource Content & AI workflowsPrompt engineering for repeatable marketing work
Prompt engineering defines a task, approved context, constraints, output format and quality checks for an AI-assisted workflow.
Read the resource Content & AI workflowsAI-assisted content quality: verify before publishing
AI-assisted drafting can help organise material, but the publisher remains responsible for accuracy, usefulness and honest claims.
Read the resource Local searchLocal SEO foundations: match the real business
Local SEO helps nearby customers understand what a business does, where it operates and how to contact it.
Read the resource Local searchGoogle Business Profile: keep the listing accurate
A Google Business Profile should represent an eligible real business accurately.
Read the resource Local searchService-area pages with a real reason to exist
A service-area page is useful when it explains how a business serves a particular area and adds information that differs meaningfully from the main service page.
Read the resource Local searchLocal citations: accuracy before directory volume
A local citation is a reference to a business’s identity or contact information on another website or directory.
Read the resource Local searchReview management: request honest feedback
Review management helps a business collect genuine feedback and respond constructively.
Read the resource Local searchPlumbing service pages: scope and enquiry planning
Plumbing SEO connects real service demand with accurate service pages and a usable mobile enquiry path.
Read the resource Local searchSEO for contractors: explain capability and project fit
Contractor SEO should help prospective customers understand the work a business can perform, the projects that fit and the next planning step.
Read the resource Local searchLocal content planning from real customer questions
Local content should answer the practical questions of customers in the area the business actually serves.
Read the resource Local searchLocal SEO measurement: count jobs, not just map views
Local SEO measurement connects discovery with suitable enquiries and actual business outcomes.
Read the resource Local searchLocation information: be precise without inventing offices
Location information should tell customers where a business operates and how the service is delivered.
Read the resource Measurement & growthSEO reporting: connect work, evidence and decisions
An SEO report should explain what changed, what the evidence shows and what decision comes next.
Read the resource Measurement & growthSearch Console analysis: read queries and pages together
Search Console helps evaluate how a site performs in Google Search within the scope of its available reports.
Read the resource Measurement & growthGA4 for marketing: define the event before the dashboard
Useful analytics starts with a clear definition of the customer action.
Read the resource Measurement & growthLead tracking: distinguish interest from a suitable enquiry
Lead tracking records whether an interaction becomes a relevant business conversation.
Read the resource Measurement & growthSEO forecasting: show scenarios and assumptions
An SEO forecast is a scenario based on assumptions about demand, visibility, click behaviour and conversion.
Read the resource Measurement & growthConversion rates: choose a meaningful denominator
A conversion rate divides a defined completed action by the relevant opportunity to take that action.
Read the resource Measurement & growthA/B testing: make one decision with trustworthy evidence
An A/B test compares alternatives under a planned method to evaluate a specific hypothesis.
Read the resource Measurement & growthContent performance: measure the job of the page
Content performance depends on what a page is meant to achieve.
Read the resource Measurement & growthPrioritise SEO work by impact, confidence and effort
SEO prioritisation turns an audit or idea list into a delivery sequence.
Read the resource Measurement & growthMarketing ROI: distinguish attribution from arithmetic
Marketing ROI compares an appropriately defined return with the associated cost.
Read the resource