Be the answer
they discover.
Learn how search works, build your authority, and help customers find you through Google and AI. One practical lesson at a time.
Start learningBuild a foundation in search.
Make your expertise easier to find.
Use guides, templates, and a plan.
Find your next step.
Follow the course, or jump to the question on your mind.
107 lessons to explore
Get the basics
How Google and the AIs decide who shows up.
There are two ways people find you now
Learn SEO and AI search visibility with a free 100-day playbook for founders and small teams. Set a baseline, improve useful content, and measure results.
Read lessonHow Google picks who shows up first
Learn how Google crawls, indexes and ranks pages, how relevance and quality contribute, and why no single signal explains every result.
Read lessonWhy Google and AI trust some sites
Understand Google's E-E-A-T quality framework and practical ways to demonstrate experience, expertise and trust without treating it as a ranking score.
Read lessonThe kinds of SEO, minus the jargon
On-page, technical, off-page, content and local SEO demystified: what each one is, and the order to tackle them in.
Read lessonChoose keywords with business value
Prioritize keywords using customer intent, relevance and business value. Compare research, comparison and purchase queries before planning content.
Read lessonPrepare clear answers for Google search
Learn to write clear answers for featured snippets, related questions and AI search, while understanding that placement is selected by the search engine.
Read lessonHow search engines work
Every search engine crawls the web, indexes what it finds, and ranks results. Understanding these three steps explains almost all of SEO.
Read lessonSearch intent explained
Search intent is the goal behind a query. Learn four common intent categories and how to use them to plan useful, relevant content.
Read lessonOn-page vs off-page SEO
On-page SEO is what you do on your own pages; off-page is the reputation you build everywhere else. A strong site needs both.
Read lessonTitle tags and meta descriptions
Your title tag and meta description are the headline and pitch that decide the click. Here is how to write both well.
Read lessonInternal linking basics
Internal links connect pages on your own site and are one of the most underused SEO levers. Here is why they matter and how to do them well.
Read lessonTechnical SEO basics
Technical SEO is the plumbing that lets search engines crawl, index and render your site. Here are the core areas and basics to get right.
Read lessonCore Web Vitals explained
Core Web Vitals are Google's three metrics for how fast and stable a page feels. Here is what each one means and how to improve it.
Read lessonLocal SEO basics
Local SEO is how you show up for "near me" searches and in the map pack. Here are the core ingredients and how to rank locally.
Read lessonImage SEO basics
Improve image accessibility, loading speed and discoverability with descriptive alt text, appropriate formats and useful surrounding content.
Read lessonWhat makes content that ranks
Content that ranks is not the longest or cleverest. It best answers what the searcher wants. Here is what ranking content has and how to create it.
Read lessonGet cited by AI
Get named and quoted by ChatGPT, Claude, Gemini and Perplexity.
How AI decides who to recommend
Understand AI search retrieval, source selection and citation limits. Learn how accessible pages, clear answers and supporting evidence can help readers.
Read lessonWhy AI quotes some sites over others
Explore clarity, evidence, relevance and freshness when preparing content for AI search. Citation choices vary by query, product and retrieval context.
Read lessonPrepare your content for AI citations
Prepare useful, accessible content for AI search with clear answers, evidence and crawler controls. Formatting alone does not secure a citation.
Read lessonWhat is GEO?
GEO is Generative Engine Optimization, getting your brand named and cited by AI tools like ChatGPT, Claude and Perplexity. Here is how it works.
Read lessonHow to get cited by Claude
Prepare content for Claude's web search with clear answers, supporting sources and appropriate crawler access. A citation is not guaranteed.
Read lessonHow to get cited by Gemini
Learn how to prepare clear, accessible and well-supported content for Gemini. Google Search visibility and Gemini citations are not guaranteed to coincide.
Read lessonHow to get cited by Perplexity
Learn to prepare useful, well-supported pages for Perplexity search and check citations across relevant questions. Source selection can vary.
Read lessonHow to show up in Google AI Overviews
Review Google AI Overview eligibility, crawl access and useful content practices. Search eligibility does not guarantee inclusion or a citation.
Read lessonHow to show up in Bing Copilot
Review Bing indexing, content clarity and source quality when preparing pages for Copilot search. Competition and citation choices vary by query.
Read lessonUsing structured data for AI
Learn what structured data communicates, how to choose relevant markup, and its limits: valid schema does not guarantee AI citations or rich results.
Read lessonllms.txt explained
Understand llms.txt as an experimental proposal for curated site guidance, its adoption limits, and why it does not replace crawl controls or useful pages.
Read lessonHow AI crawlers work
Distinguish AI search crawlers, model-training crawlers and user-requested retrieval. Learn how to review access rules for each purpose.
Read lessonHow to track your AI visibility
Tracking AI visibility measures whether the AIs name your brand, the GEO version of checking your rankings. Here is what to track and how.
Read lessonHow to make content AI-quotable
AI-quotable content is writing an AI can lift cleanly into its answer. It is mostly about clarity and structure. Here is how.
Read lessonKnow your numbers
Read the data and see what is actually working.
AI-assisted analysis
Use your own data to ask better SEO questions and build a practical action list.
A practical playbook for search and AI visibility
A free 100-day academy covering Google search and AI visibility. Learn practical SEO and GEO steps, use free tools, and measure your own progress.
Read lessonUse Claude to analyse your SEO data
Turn Search Console and analytics exports into practical SEO questions, evidence-backed findings, and an action list.
Read lessonGlossary
Plain-English definitions of the SEO and AI-search terms that matter.
What is a backlink?
A backlink is a link from another website to yours. Learn how relevance, editorial context and link attributes affect its usefulness for search and readers.
Read lessonWhat is a featured snippet?
A featured snippet highlights an answer from a page in Google results. Learn how it works and why it does not guarantee extra clicks.
Read lessonWhat is SEO?
SEO is getting your pages to show up in search results without paying for ads. Here is what it means, why it matters, and the parts that make it work.
Read lessonWhat is domain authority?
Domain authority is a 0–100 score that predicts how well a whole site can rank. Here is what it means, who makes it, and how to raise it.
Read lessonWhat is a SERP?
A SERP is the search engine results page Google shows after a search. Here is what is on it, and why your spot and appearance decide the click.
Read lessonWhat is anchor text?
Anchor text is the clickable words in a link. Here is what it does, why it is a ranking signal, and how to keep it natural.
Read lessonWhat is schema markup?
Schema markup describes page content in a structured format. Learn common types, validation basics and the limits of rich-result eligibility.
Read lessonWhat is indexing?
Indexing is when a search engine stores your page so it can appear in results. Here is what it means, why it comes before ranking, and how to help it.
Read lessonWhat is crawl budget?
Crawl budget is how many of your pages a search engine will crawl in a given time. Here is when it matters and how to protect it.
Read lessonWhat is a sitemap?
A sitemap is a file listing the pages you want search engines to find. Here is what it does, why it matters, and how to keep it healthy.
Read lessonWhat is robots.txt?
Robots.txt is a file that tells crawlers which parts of your site they can visit. Here is what it does, why it matters, and the common rules.
Read lessonWhat is a canonical URL?
A canonical URL is a preferred version of duplicate or similar pages. Learn how canonical signals work and why search engines may choose another URL.
Read lessonWhat is search volume?
Search volume is how many times people search a keyword per month. Here is what it means, why it matters, and how to read it alongside intent.
Read lessonWhat is keyword difficulty?
Keyword difficulty estimates how hard it is to rank on page one for a term. Here is what it means and how to use it to find winnable keywords.
Read lessonWhat is search intent?
Search intent is the reason behind a query. Learn four common categories and how matching a reader's goal helps you plan relevant content.
Read lessonWhat is a long-tail keyword?
Long-tail keywords have relatively low individual search demand. Learn how specificity and intent can inform research without assuming easy rankings.
Read lessonWhat is zero-click search?
A zero-click search ends without a click to an external result. Learn how on-page answers affect visibility and what to measure beyond visits.
Read lessonWhat is E-E-A-T?
E-E-A-T is Experience, Expertise, Authoritativeness and Trust, the lens Google uses to judge content. Here is what each part means and how to show it.
Read lessonWhat is a nofollow link?
Nofollow is a link attribute that Google treats as a hint. Learn how it differs from sponsored and UGC attributes and why referral value still matters.
Read lessonWhat is a redirect?
A redirect sends visitors and search engines from one URL to another. Here is what 301s and 302s mean, when you need one, and how to do it right.
Read lessonWhat is alt text?
Alt text is a short written description of an image for screen readers and search engines. Here is why it matters and how to write it well.
Read lessonWhat is keyword cannibalization?
Keyword cannibalization describes overlapping pages that may confuse intent or split useful signals. Learn when to investigate and when overlap is harmless.
Read lessonWhat is a content cluster?
A content cluster is a group of pages on one topic linked around a pillar page. Here is why it builds authority and how to build one.
Read lessonWhat is an LLM citation?
An LLM citation is when an AI like ChatGPT names your site as a source. Here is why it matters and how to earn one.
Read lessonHow-to guides
Step-by-step walkthroughs for the common tasks.
How to do keyword research
Keyword research finds the phrases your customers actually search. Follow these five steps to build a keyword list that brings buyers, not just traffic.
Read lessonHow to write an SEO blog post
Follow five steps to write a useful SEO blog post: choose a reader need, plan the answer, support claims, structure the page and review performance.
Read lessonHow to optimize a page for SEO
On-page SEO is tuning a single page so search engines understand and rank it. Follow these five steps to optimize any page.
Read lessonHow to set up Google Search Console
Google Search Console shows how your site performs in Google, for free. Follow these five steps to set it up and start tracking.
Read lessonHow to submit a sitemap
Submit a sitemap to help Google discover your preferred URLs. Follow five steps and understand why submission does not guarantee crawling or indexing.
Read lessonHow to build backlinks
Follow five steps to earn relevant editorial links with useful resources and thoughtful outreach. Avoid link schemes intended to manipulate search rankings.
Read lessonHow to do a content audit
A content audit finds what to keep, improve, merge or cut. Follow these five steps to turn a sprawling blog into pages that actually rank.
Read lessonHow to find keyword gaps
A keyword gap is a term competitors rank for and you do not. Follow these five steps to find and close the gaps worth chasing.
Read lessonHow to do competitor analysis
Competitor analysis shows who outranks you and why. Follow these five steps to copy what works and beat rivals where they are weak.
Read lessonHow to set up GA4
Google Analytics 4 shows who visits your site and what they do. Follow these five steps to set it up and track what matters.
Read lessonHow to fix indexing issues
If a page is not indexed it cannot rank. Follow these five steps to find and fix the most common indexing problems.
Read lessonHow to speed up your site
Follow five steps to identify slow pages and improve Core Web Vitals. Better performance helps users; ranking and conversion outcomes still vary.
Read lessonHow to do a technical SEO audit
A technical SEO audit checks that search engines can crawl, render and index your site. Follow these five steps to run one.
Read lessonHow to write meta descriptions
A meta description is your pitch for the click in search results. Follow these five steps to write ones that earn more clicks.
Read lessonHow to get into ChatGPT answers
Follow five steps to prepare pages for ChatGPT search, check crawler access, support claims and monitor citations without expecting guaranteed inclusion.
Read lessonHow to monitor AI mentions
Monitoring AI mentions tracks when ChatGPT, Claude, Gemini and Perplexity name your brand. Follow these five steps to do it.
Read lessonHow to create a content cluster
A content cluster is a pillar page plus linked pages on one topic. Follow these five steps to build one and own your subject.
Read lessonHow to repurpose content for AI
Repurposing content for AI reshapes existing pages so ChatGPT and friends can read and quote them. Follow these five steps.
Read lessonComparisons
The honest "X vs Y" breakdowns.
SEO vs GEO
Compare SEO for search visibility with GEO for AI answer visibility. Understand their shared foundations, different measurements and limits.
Read lessonSEO vs SEM
Compare organic search optimization with paid search advertising, including costs, timing and measurement. SEM terminology can include both approaches.
Read lessonChatGPT vs Perplexity for visibility
Compare how ChatGPT and Perplexity surface web sources. Test relevant questions in each product instead of assuming a fixed source-selection formula.
Read lessonAI Overviews vs the traditional SERP
A traditional SERP gives you links to click; an AI Overview gives the answer directly. Here is the difference and what it means for you.
Read lessonDofollow vs nofollow links
Compare ordinary links with nofollow, sponsored and UGC attributes. Google treats these attributes as hints, and links can also bring referral traffic.
Read lessonOn-page vs technical SEO
On-page SEO is about a page's content; technical SEO is about whether engines can reach it. Here is the difference and which comes first.
Read lessonContent marketing vs SEO
SEO makes content findable; content marketing makes it worth finding. Here is the difference and how to combine them.
Read lessonllms.txt vs robots.txt
Compare robots.txt crawl instructions with the experimental llms.txt guidance proposal. Understand their different purposes and adoption limits.
Read lessonChecklists & templates
Copy-paste checklists and templates to run the work.
The on-page SEO checklist
Run through this on-page SEO checklist on every page you publish or refresh, so nothing important gets missed.
Read lessonThe new page launch checklist
Check content, links, metadata and crawl access before publishing a page. A sound launch prepares it for discovery without promising immediate rankings.
Read lessonThe technical SEO checklist
Work through this technical SEO checklist to make sure search engines can crawl, index and render your whole site.
Read lessonThe GEO readiness checklist
Use this checklist to make sure your site is ready to be found and cited by the AIs, not just Google.
Read lessonThe backlink outreach template
Use this template to prepare relevant, personalized backlink outreach with a clear reader benefit, supporting context and a respectful follow-up.
Read lessonThe content brief template
Use this content brief template to define reader intent, scope, evidence and internal links before writing. Set a clear goal and measurement plan.
Read lessonThe 100-Day Plan
A phased plan from setup to compounding authority.
Get set up, and draw your starting line
Set up Search Console and analytics, record a clear baseline, and keep a change log for your 100-day SEO plan.
Read lessonPhase 1: grab the wins already in your data
Days 1 to 30: no new content yet. Grab striking-distance pages, fix weak titles, sort the technical base, and build a roadmap from real demand.
Read lessonPhase 2: where it starts to compound
Days 30 to 60: rhythm beats effort. A simple weekly, monthly and quarterly cadence that lets your SEO compound.
Read lessonPhase 3: double down, then prove it
Days 60 to 100: update near-winners, build a topic cluster, win the answers, then run the day-100 audit against day 1.
Read lessonTools & Trackers
Free tools and trackers to do and measure the work.
Your free toolkit
A practical toolkit for search performance, indexing, page speed, structured data, and manual AI visibility checks.
Read lessonFour simple ways to keep score
Drop these into a spreadsheet: keyword tracker, content pipeline, backlink log, and results. Set a baseline, then check in at day 30, 60 and 100.
Read lesson