🔧 Free Tools
SEO ROI Calculator — Enter your keyword cluster search volume, conversion rate and target positions to get an instant revenue impact estimate, projected ROI and break-even point. Based on UK CTR data from Sistrix and AWR. No sign-up required.
Interactive: The SEO Practitioner’s Toolkit
Explore our filterable comparison of 19 SEO tools → Honest opinions on what we actually use on client work. Filter by category, price tier, or just show Sean’s picks. No affiliate links, no sponsored rankings.
Foundations
The core disciplines that underpin everything else. Whether you’re new to SEO or evaluating whether your current strategy is still fit for purpose, these guides cover the fundamentals — not as textbook theory, but as practical frameworks informed by two decades of client work across competitive industries.
What Is SEO in 2026? — The complete landscape: technical, content, off-page, local and AI-era optimisation. How each discipline connects, where the industry is heading, and what actually moves the needle for businesses in competitive markets.
Semantic SEO: How Entity Architecture Drives Search Rankings and AI Citations — The complete guide to entity-based search visibility. Entity mapping, semantic depth, Knowledge Graph strategy, AI retrieval mechanics and a worked enterprise case study showing what semantic SEO looks like in practice.
Technical Depth
The engineering layer that determines whether your content gets found at all — by Google, by AI models, or by the humans you’re trying to reach.
Site Architecture: The Complete Guide — URL structure, internal linking, crawl efficiency, topical clustering and how AI systems navigate your site differently to search engines.
JSON-LD Schema Markup: Implementation Guide — Worked examples and best practices for structured data that both search engines and AI systems can parse.
SpeakableSpecification Schema: Controlling How AI Reads Your Content Aloud — How to mark up content for voice delivery by AI assistants and smart speakers. Implementation guide with JSON-LD examples, CSS selector strategy, and the critical difference between voice search and AI summary control.
Core Web Vitals — Performance, UX metrics and page speed optimisation — the technical signals that affect both rankings and user experience.
The SEO Practitioner’s Toolkit — An honest, filterable comparison of the tools we actually use on client work. No affiliate links, no sponsored rankings — just real opinions on what’s worth your time and money.
AI-Era SEO
The disciplines that didn’t exist five years ago but now determine whether your brand appears when someone asks an AI for advice.
From Voice Search to Answer Engines: The Evolution of Conversational SEO — How voice search predictions evolved into something more important: AI-generated answers. The bridge from conversational queries to featured snippets to AI Overviews.
SEO vs GEO: The Honest Comparison — Real keyword data showing the shift from traditional SEO to generative engine optimisation. What’s different, what’s the same, and a practical decision framework for which your business needs.
LLM Optimisation — The umbrella discipline: AIO, AEO and GEO for getting your brand cited by ChatGPT, Perplexity, Google AI Overviews and more.
Entity SEO — Building the brand authority signals that AI systems need before they’ll cite you. Entity mapping, @id architecture, sameAs corroboration, and the structured knowledge graph that turns your business from anonymous text into a named, citable entity.
Wikidata for SEO: The Complete Guide + Entry Preparation Tool — What Wikidata is, why it matters more than Wikipedia for Google’s Knowledge Graph and LLM visibility, and a step-by-step guide to creating your entry — including a free interactive preparation tool.
Strategy & Authority
PPC and SEO Strategy: How Integrated Search Turns £149 Clicks Into Compound Visibility — The triple threat framework, Quality Score as SEO, the inverse correlation model and a 7-year motoring law case study tracking CPC inflation from £17.73 to £149.72 per click. Real auction data, real screenshots, real methodology.
Content Strategy for the AI Discovery Era — AI-first content planning, conversational content architecture and first-touch attribution.
Digital PR & Link Building — Authority that drives both traditional rankings and AI citations.
How to Choose a GEO Agency — Evaluation framework for selecting an agency that actually delivers AI visibility.
