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SEO & GEO Guides

Straight, evidence-led answers on SEO, AI search, audits and tools — written by a senior SEO consultant and updated in place. Every guide links to the exact service that does the job for you.

Choosing & Vetting SEO

How to Vet an SEO Provider

Twelve practical questions to ask any SEO provider before you hire — what a strong answer sounds like, and how to evaluate the work before you commit.

Productized SEO vs. Agency Retainer vs. Freelancer

Agencies average $3,209/month. Freelancers $1,348. Per-service pricing changes the maths entirely. Which model fits which situation, with survey data.

How Much Does SEO Cost? Real Prices, Per Deliverable

What SEO really costs in 2026. Retainers average $2,917/mo, but priced-per-deliverable work is comparable — real prices for audits, keyword research and more.

SEO for Small Business

SEO for a small business on a tight budget. What to prioritise, what to do yourself, and which fixed-price deliverables return the most per dollar.

Cheap SEO vs. Affordable SEO

Cheap SEO hides low quality or real risk. Affordable SEO is genuine value at a sensible price. How to tell them apart before you buy — and what to check.

SEO Packages vs Per-Service

SEO packages save money when the work is genuinely related — and pad the bill when it isn't. How to read a package, price the parts, and decide.

Audits & Reports

SEO Site Audit

How to run an SEO site audit: an 11-step process, reconciling sitemap, crawl and index, ranking fixes by impact, and audit advice that's now outdated.

How to Check Your Website's SEO in 30 Minutes (Free, Using Google's Own Tools)

Check your website's SEO in 30 minutes with free Google tools: indexing, traffic trend, real-user speed and on-page basics, plus what each result means.

Technical SEO Audit

A technical SEO audit in 13 steps, ordered how Google crawls, renders and indexes pages, with a severity model and a finding format developers can ship.

SEO Audit Checklist

A 40-point SEO audit checklist sorted by priority, with the tool and pass condition for each check, outdated items to remove, and a free template.

SEO Audit Report Example

See a real SEO audit report section by section, with notes on what each part is for, what a weak version looks like, and a report structure you can copy.

Site Audit Tools Compared

Screaming Frog, Sitebulb, Semrush and Ahrefs compared on cost, crawl limits and what each misses, with dated prices and a pick-by-situation table.

How Much Does an SEO Audit Cost? Price Bands and What Each Buys

SEO audit costs range from free to $15,000+. What each price band delivers, what two surveys say (and why they disagree), and red flags to avoid.

On-Page SEO Audit

How to audit one page for SEO: pick the target query, check the live results, then work through ten on-page checks, each with a clear pass condition.

Ecommerce SEO Audit

The ecommerce SEO audit checks generic audits miss: faceted navigation, variants, out-of-stock pages, pagination, product schema and template speed.

Website Content Audit

Run a website content audit with Search Console data: a lean inventory, your own thresholds, and a decision tree to keep, improve, merge or remove.

Free SEO Audit Tools

Which free SEO audit tools are genuinely free, what each one catches, and the three categories of problem no free tool will find on your site.

How to Read an SEO Audit (And Judge Its Quality)

What belongs in a real SEO audit, how to read the findings, and six signs that separate a real diagnosis from an automated scan.

SEO Report Examples

What belongs in an SEO report, a section-by-section example, and how to tell whether the one you get each month tracks work or just metrics.

SEO Tools

What a Year of SEO Tools Costs vs. What the Output Costs

Ahrefs Lite is $1,548 a year. Semrush is $1,679. A professional stack runs $1,800–3,600. Here's what that buys, and when buying the output costs less.

Best SEO Tools for Small Business

Which SEO tools a small business actually needs, in what order, and the honest test for whether a $129/month subscription is earning its place.

Best Free SEO Tools

Which SEO tools are genuinely free forever, which are trials in disguise, and exactly where each free tier stops. Plus seven free tools you can use here.

AI SEO Tools and Platforms Compared

AI SEO tools split into four categories doing completely different jobs. Which one you need depends on whether you want visibility, content, or analysis.

Rank Trackers and Rank Checkers Compared

Rank checkers, rank trackers and Search Console measure different things. Which you need, what free options cover, and why position is a weak KPI.

Keyword Research Tools vs. Done-For-You Research

Free keyword tools give you a list. Research gives you a decision. What each actually produces, and the arithmetic on doing it yourself.

GEO & AI Search

GEO vs. SEO vs. AEO

SEO gets you ranked. AEO gets you into answer boxes. GEO gets you cited by AI. Three overlapping practices, one shared foundation, explained plainly.

What Is Generative Engine Optimization? A Working Definition

GEO is optimising to be cited inside AI-generated answers. What it involves, what actually moves citation rate, and what's still unproven.

GEO Services and Agencies

GEO agencies bill $900+/month on top of an SEO retainer. What the work actually is, what's a dashboard in disguise, and the questions to ask first.

Answer Engine Optimization

AEO targets featured snippets, People Also Ask and voice answers. What still exists after Google retired FAQ rich results, and what to optimise now.

Is Your Brand Invisible to ChatGPT? How to Check

Ranking on Google predicts almost nothing about AI visibility — only 12% of AI-cited URLs rank in the top 10. How to check where you actually stand.

How to Rank Higher in ChatGPT

There's no ranking in ChatGPT — only citation. What the data shows actually drives it, including why your own site is rarely the deciding factor.

How to Get Cited in Google AI Overviews

AI Overview citations from top-10 pages fell from 76% to around 38% in a year. What still predicts inclusion, and how AI Mode differs from Overviews.

Perplexity, Gemini and Copilot

ChatGPT and Perplexity share only about 11% of cited domains. What each engine actually draws on, and why one AI visibility score hides everything useful.

AI SEO Tools vs. AI SEO Services

AI visibility platforms measure. Services change the number. What each costs, what each delivers, and how to tell which problem you have.

AI-Ready Content

AI engines retrieve passages, not pages. The structural changes that make sections extractable — and why they improve ordinary search performance too.

Technical SEO

llms.txt Explained

llms.txt is a markdown file that maps your site for AI. Adoption is 10%, and major crawlers rarely fetch it. Here's what the 2026 data shows.

Schema Markup

Google retired FAQ rich results in May 2026 and HowTo in 2023. Here are the schema types that still produce visible results, and which to stop adding.

Internal Linking for SEO

How internal linking distributes authority, what anchor text to use, how to find orphan pages, and how to fix the cannibalisation it often exposes.

Hreflang Tags

Hreflang tells Google which language and region version of a page to show. The three implementation methods, the five errors that break it, and how to check.

WordPress robots.txt

WordPress ships a virtual robots.txt you can't see in your files. What it contains, when to replace it, the rules that are safe, and the ones that quietly cost you traffic.

Canonical Tags

A canonical tag is a hint, not an order. What rel=canonical actually does, when to use it instead of a redirect, and the five mistakes that quietly deindex pages.

XML Sitemaps

A sitemap is a discovery aid, not an indexing guarantee. The limits, which URLs belong in it, which tags Google ignores, and why a clean sitemap is a diagnostic tool.

Core Web Vitals

LCP, INP and CLS explained, with the thresholds Google publishes, why lab scores and field data disagree, and the fixes that actually change the numbers.

301 Redirects

What a 301 does, how it differs from 302 and 410, why redirect chains cost you, and the redirect mistakes that turn a site move into a traffic loss.

Keywords & On-Page

Keyword Mapping

A keyword map assigns one primary term to one page and records it. How to build one, what to do when two pages claim a term, and why it prevents the expensive problems.

Keyword Cannibalisation

Most reported cannibalisation isn't. How to diagnose it from Search Console data, when two pages ranking for one term is fine, and what to do when it isn't.

Title Tags

Google replaces title tags on a large share of results. What it swaps them for, how to write one it keeps, and why the character limit is not really a character limit.

PPC Keywords for SEO

Your search terms report knows which keywords convert, because you paid to find out. How to turn proven paid data into an organic plan, and what does not transfer.

Local SEO

Local SEO

Local search runs on different rules: proximity, a Business Profile you don't own the rankings of, and consistency across dozens of listings. What moves the needle.

Local SEO Services

Most local SEO is sold as a monthly retainer. What the work actually consists of, which parts genuinely recur, and how to tell setup work from ongoing work.

Google Maps Ranking

There is no single Maps ranking. Position depends on where the searcher stands, which makes most rank reports meaningless. How to measure it properly and what moves it.

Local Citations

Citations are a consistency signal, not a volume game. Which listings are worth building, why the aggregators matter most, and the point at which more stops helping.

Ecommerce & Platforms

Ecommerce SEO

Category pages earn more than product pages on most stores. Faceted navigation, out-of-stock products, duplicate variants and the structure that decides your ceiling.

Shopify SEO

Shopify fixes your URL structure and duplicates every product across collections. What it handles for you, what it doesn't, and where the real wins are.

WordPress SEO

An SEO plugin is a toolbox, not a strategy. The WordPress settings that genuinely affect search, the archives quietly creating duplicates, and what a plugin can't fix.

Launches & Migrations

New Website SEO Checklist

Most new-site SEO problems are decisions made before launch. The choices that are expensive to reverse, the launch-day checks, and what genuinely matters in month one.

Website Migration SEO

Most migration traffic losses are preventable. The five migration types, what to capture before you move, the launch-day order, and how to read the dip afterwards.

Links & Competitors

Toxic Backlinks

Most "toxic" links need no action at all. What a toxicity score really measures, when disavowing helps, and why the tool can cost you more than the links do.

Competitor SEO Analysis

Your search competitors are rarely your business competitors. How to pick the right ones, read a gap analysis properly, and avoid copying a strategy you can't fund.