Topics

Everything I write about, organised.

Browse by discipline — SEO, AEO and GEO — or explore the subtopics within each. Every piece of content on this site lives here.

The three disciplines

SEO

Search Engine Optimisation

Getting found on Google.

The foundation of all digital visibility. Technical structure, content that ranks, authority signals and everything Google uses to decide who shows up first.

Explore SEO → AEO

Answer Engine Optimisation

Becoming the answer AI tools give.

ChatGPT, Perplexity, Google AI Overviews — when your customers ask questions, AEO is how you make sure your brand is the one that answers them.

Explore AEO → GEO

Generative Engine Optimisation

Being cited by AI-generated content.

The newest frontier. GEO is the practice of building your brand's authority so large language models cite, reference and recommend you — unprompted.

Explore GEO →

SEO

Search Engine Optimisation

SEO is the discipline of making your website visible to the people searching for what you offer. It covers everything from how your site is built, to the words you use, to the credibility signals you accumulate over time. It's not a trick — it's the long game of communicating clearly to both humans and search engines.

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Technical SEO

Site speed, crawlability, indexing and structure

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On-page SEO

Keywords, headings, meta data and content optimisation

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Link building

Authority signals, backlinks and digital PR

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Local SEO

Google Business Profile, local citations and maps

AEO

Answer Engine Optimisation

AEO is about structuring your content so that AI-powered answer engines — from Google's AI Overviews to ChatGPT — surface your brand when people ask questions. As search shifts from links to answers, AEO is becoming one of the most important disciplines in digital marketing.

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Featured snippets

Winning position zero on Google search results

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Google AI Overviews

How to appear in Google's AI-generated summaries

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Structured data

Schema markup that helps AI understand your content

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Voice search

Optimising for conversational, spoken queries

GEO

Generative Engine Optimisation

GEO is the emerging discipline of optimising your brand to be cited and recommended by large language models and AI-generated content. While SEO targets search engines and AEO targets answer engines, GEO targets the AI systems that are increasingly synthesising and summarising information — and deciding whose expertise gets referenced.

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