Keyword research is the bit of SEO that everyone talks about and half the people do wrong. Done properly, it shows you what your customers are actually searching for and where you have a realistic chance of ranking. Done badly, you spend months creating content for terms nobody searches for, or chasing rankings you’ll never … Read more
Every few years someone declares SEO dead. Usually it coincides with whatever the new thing is, in 2011 it was social media, in 2015 mobile, in 2019 voice search, in 2023 AI. Now we have GEO, AEO, AIEO, and a rotating cast of acronyms designed to make you feel like the ground is shifting and … Read more
We already covered why GEO is mostly noise. Now meet its cousin: AEO, Answer Engine Optimisation. Same energy, different acronym, equally overblown. AEO is the idea that search is shifting from keyword queries to conversational questions, and that you need a new optimisation discipline to capture the “answer engines”, voice assistants, featured snippets, position zero … Read more
GEO (Generative Engine Optimisation) is the latest thing the SEO industry has invented to make you feel like everything you knew is obsolete and you need to hire someone new. It is, with a few minor caveats, largely nonsense. Here’s the pitch: AI tools like ChatGPT, Perplexity, and Google’s AI Overviews are changing how people … Read more
SEO (search engine optimisation) is the work of making your website more likely to appear in search results when people search for what you do. The goal is simple: when a potential customer types a relevant query into Google, you show up. What gets you there is more involved. The fundamentals haven’t changed as much … Read more
