the seo handbook
take a gander at how search works.
Technical SEO, on-page optimisation, off-page SEO, AI search, social search, and more.
in the handbook
SEO Basics
New to SEO? Start here. Plain-English explanations of how search engines work, what the different types of SEO do, and what to expect from it.
On-Page SEO
Title tags, content structure, internal linking, and E-E-A-T signals. The building blocks of a page that ranks and converts.
Technical SEO
Crawlability, Core Web Vitals, structured data, and the signals search engines need to properly index your site.
Off-Page SEO
Link acquisition, digital PR, and the external authority signals that determine how much search engines trust your domain.
AI Search
How AI Overviews and generative engines are reshaping discovery, and what to do to stay visible in AI-driven search.
Keyword Research
Search intent, volume, difficulty, and topic clusters: how to find the queries worth targeting and build a strategy around them.
Local SEO
Google Business Profile, local pack rankings, citations, and reviews: visibility for businesses that serve a specific geography.
International SEO
URL structure, hreflang, multilingual content, and local link building: how to rank in multiple countries and languages without competing against yourself.
Content Strategy
Content planning, topical authority, and the editorial frameworks behind a site that ranks across multiple queries.
Search Surfaces
Featured snippets, People Also Ask, Google Discover, News, and visual search. How to optimise for non-traditional search results.
Social Search
Reddit, YouTube, and TikTok as search platforms, and how social content feeds directly into AI-generated answers.
SEO Analytics & Measurement new
GA4 and GSC together, ROI frameworks, zero-click measurement, dark traffic attribution, and how to make organic performance legible to stakeholders.
Ecommerce SEO
coming soonPlain-English definitions for every SEO term, metric, and acronym worth knowing.
→Algorithm updates, industry shifts, and what they mean for your organic strategy.
→