SEO & AI Discovery01
SEO vs PPC: Choosing the Right Mix for Demand
A decision framework for combining organic search and paid search around timing, intent, economics and learning.
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ETX NOTES · THINKING FOR THE REAL WORK
Useful thinking
Less noise. Better questions. Practical decisions.
Guides and perspectives on conversion-focused web, growth marketing, creative systems, CRM and applied AI.
Focused reading
SEO & AI Discovery
No inflated promises. Just useful context for making a stronger business decision.
SEO & AI Discovery02
Technical SEO Audit: How to Prioritise What Matters
A practical audit approach that separates material indexation and experience issues from long lists of low-impact warnings.
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Topic Clusters for B2B SEO Without Content Sprawl
How to organise service pages, decision content and expert guidance around a connected buyer journey.
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Local SEO for Multi-Location Businesses
A scalable approach to location pages, business profiles, reviews and local data without duplicated doorway content.
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GEO and AI Search Visibility: Build Sources Worth Citing
A grounded approach to generative search visibility through clear entities, useful evidence and crawlable expert content.
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Structured Data for Service Businesses: What to Mark Up
How to use schema to describe a real organisation, its pages and visible content without manufacturing search features.
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A Content Refresh Workflow for SEO and Buyer Trust
How to decide what to update, consolidate, redirect or retire based on accuracy, intent and commercial usefulness.
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International SEO for Entering a New English-Speaking Market
Plan domains, language signals, market-specific content and measurement before duplicating a successful local site.
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Why “Zero-Volume” Buyer Questions Can Be Valuable
How to identify narrow search questions with commercial relevance even when keyword tools report little or no volume.
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How to Measure SEO Beyond Rankings and Traffic
A measurement model that links technical health, useful discovery, buyer progression and commercial outcomes.
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