As director of SEO at JBH my role is to build a new SEO department and develop new business, while working with existing digital PR clients to solve complex, high level SEO performance issues.

Director of SEO

Embryo

Having built and ran my own thriving SEO agency, I joined Embryo as their new Head of Organic.

During that time I successfully merged their SEO and content teams into one successful unit. Created numerous processes to improve efficiency. Recruited staff and over saw a team of 13 SEOs and content writers.

With well over 60 clients I oversaw the production of thousands of words of content each month, delivering bi weekly training to both SEOs and content writers.

In addition to bringing in new leads through my thought leadership I restructured the department to improve service delivery for clients.

And created strategies with my team that increased rankings and traffic for both SMEs and larger businesses.

Head of Organic at Embryo

ZOOGLY MEDIA LIMITED

Zoogly Media is an SEO and content marketing agency based in Newcastle-under-Lyme

Owner

Staffordshire Police

After Joining Via the cadet programme in 1995 I have enjoyed a wide variety of roles within the police after the last 20 years including front line, community, covert policing, dedicated source handling, Working as a Sergeant on response policing, neighbourhood policing and investigative services. I am a qualified Police Sergeant and Qualified Detective in Covert Policing

Police Constable

British Judo Association

During the summer of 2012 I was hired by the British Judo Association to present a full market overview of self defence within the UK

Marketing and Technical Consultant- subcontracted

British Boxing Board of Control

My role as an Inspector for The BBBoC involved being an official at ringside on numerous boxing events including World Title events. This saw me oversee fighters weigh ins, ringside conduct, corner work and venue assessments.  It was my role to ensure that all relevant health and safety procedures were in place and being adhered to.This role was incredibly important in order to protect the welfare of the fighters and the reputation of the organisation.

Inspector

SEO Director at award-winning Digital PR agency JBH. Writer for Marketing Week & Search Engine Land. International speaker. Author. 68K+ LinkedIn followers, 37K+ newsletter subscribers.

Here's the breakdown of my career so far.

Police officer for 17 years.
Learned SEO and content marketing through my role in Police Intelligence.
Developed awful asthma and left the police.
Started my own marketing business.
Became the digital marketing trainer for the Chambers of Commerce (freelance contract)
My business grew into a successful boutique marketing agency.
I Got featured on Backlinko (if you don't know, that site is huge in SEO).
Gained over 20 million video views for clients.
Achieved mind boggling SEO results for clients.
Covid hit, and I let all clients out of their contracts (that stung, but felt the right thing to do)
Post covid, the business grew bigger than ever.
Got a (too good to say no) offer to be the Head of Organic Marketing at a 7 figure agency.
Took my staff and my clients with me.
Wrote a book, "The Value of SEO". 
Managed a team of 13.
Became Director of SEO at a leading UK Digital PR and SEO agency.
Became an expert contributor for Search Engine Land.
Expert contributor for Marketing Week.
Built one of the fastest-growing SEO and content marketing newsletters in the world (0 to 26,000 subscribers in 12 months, now at 37,000).


Nice things that people say about me:

"Andrew has been a student of several of the Backlinko premium courses and has repeatedly demonstrated his ability to take what he has learned, and apply it to create content that generates traffic, likes and shares". 

Brian Dean
Founder of Backlinko LLC, a 7 figure SEO Training company and widely considered one of the best SEO experts on the planet

"If you have the opportunity to work with Andrew and his team, don't hesitate.  Just do it!"
Brent Moeshlin
CEO Quality Comix.

"Andrew is exceptionally professional and extensively knowledgeable in the field of content writing and SEO."
Azzam Sheikh
Digital marketing expert and former lead SEO manager for a 7 figure auto company.

If you want to grow your organic traffic, send me a message.

I can't promise anything, but if you have a decent budget, there's a good chance I can help.

Why You Should Network in Search Marketing, (well, all marketing really).

I’m just back from the Spotlight by Semrush Event in Amsterdam.

I'm not going to lie, travelling these days is quite stressful. 

Something I was talking about with Mordy Oberstein, that when you travel you have to leave your family, you have to leave your life, and yes it's stressful.

A lot of people look at the glamour of these events but don't look at the challenges of getting to them.

As I set off for SEMrush, I had to drive through gale-force winds with incredibly dangerous levels of surface water on the motorway.

And that's before you have to sort out airport parking, security and even getting on board and flying.

However, I always feel that the end result is worth it.

I conducted three, nearly one-hour mastermind sessions yesterday, giving my insights around content and AI, search tactics, and business and brand growth.

But around this, I got to listen to some interesting talks and speak one-on-one with some of the most talented search marketers there are.

We discussed what was happening in the future, what's going on now, what the future might look like and how things are for everybody in the industry.

I feel this is massively important, both because everybody on LinkedIn and social media says one thing, but behind the scenes there are far deeper levels of understanding and nuance.

One thing we all agreed on is that search is rapidly and completely changing.

And whether you call it SEO, GEO, AEO or AI SEO, what we do is becoming different.

That difference, both in strategy and tactical application, is not a complete picture right now.

Because the target is constantly moving and changing, the job of search marketers is only going to get harder—especially when marketing and advertising budgets seem to be reducing.

No matter how stressful these real-world events are to get to, what I believe is the value is incredible.

Connecting in real life has never been more important, and having deeper conversations beyond the realms of social media truly matters.

And I want to say a big thank you to the SEMrush team for their efforts in putting this event together.

Marina Nikolaeva, Nicole P., Andrew Warden, Marcus Tober...a massive thanks to you and your teams for all the hard work and effort.

A great event and a big thanks to all who attended my mastermind sessions and to all the wonderful people I met and spoke with, it was truly a pleasure.

Andrew Holland 

Semrush

Founder of Unify Brand Marketing | Former Head of Comms at Semrush | Ex-Wix | Brand Strategy | Search Marketing | Product Marketing

Head of Brand Management at Semrush | All things brand | Digital, PR, Global Brand

B2B Influencer Marketing but make it SaaS-y | Influencer Marketing Team Lead @ Semrush | Influencer Marketing Consultant | Speaker | Event Activations

Chief Marketing Officer @ Semrush (NYSE:SEMR) | WSJ CMO Council

SVP Enterprise Solutions at Semrush, Founder Searchmetrics, Speaker, Advisor, Business Angel - Digital Marketing, Organic Search (SEO), Enterprise B2B

Director of SEO | Fame Engineer | Engineering Brand Fame & Measurable Revenue Growth through GEO, SEO, Digital PR & Content Marketing | Helping Ambitious Brands Win in the Age of AI Search

My Big SEO Predictions for the Next 12 Months.

1. Share of search becomes the number 1 metric that businesses want to know.

(Please, SEO tools, get rid of Share of Voice or Share of AI voice in your platforms...it doesn't mean what you think it means).

2) PR becomes the most sought after marketing channel.

3) Generative revenue will be huge. (see Kevin Kellys book 'The Inevitable' for why)

Short version...people will want different things when many things become free or near free due to AI/ content.

4) SEO will become almost completely GEO.

No matter what it's name, you'll be tasked with increasing the likelihood that AI recommends you in a buying situation.

5) Content marketing makes a huge comeback...you're already seeing SEOs already doubling down on data studies.

Yes, 99% of them are flawed. But that's not the point.

Make no mistake.

You're living in what I believe will be the true reckoning in the SEO industry.

Fame is going to be the biggest driver of SEO agency success.

And with that the SEO product they develop and sell amongst this chaos.

The era of content, tech and links is over.

We're entering into an era of branded approaches.

Agency 'secret sauce' and of course highly 
distinctive SEO agency and freelancer brands.

And over coming weeks I'll be covering this in more detail.

I just read this line from and 'SEO' industry latest report:

"The goal is no longer to rank #1 on a list of links. The goal is to be cited in the AI-generated answer."

This is wrong.

The goal is absolutely NOT to be cited.

The goal is to be recommended.

For the best part of the last 3 years I've said 'traffic is vanity, profit is sanity'.

Well, citation as a goal is stark raving madness.

I'll give you an example.

I arrived in Amsterdam for the Spotlight event by Semrush on Monday and it was cold, wet and I was hungry. And I had no clue about where I was in relation to anything. 

I didn't read any blogs. I didn't watch any TikToks. 

I just went to ChatGPT, and it gave me a list of fantastic restaurants, fantastic locations to visit, and even step-by-step guidance on exactly how to find them from walking right outside my hotel.

ChatGPT recommended businesses to me and I purchased from those businesses.

The goal of generative engine optimisation is to increase the likelihood that a business is recommended to AI users in buying situations.

It 100% is NOT to have your blog content cited.

Now, if your goal is to have blog content cited, all you need is SEO.

And if you think that's all GEO is, then yes, SEO is GEO.

A citation is an acknowledgment of a source you have used in your work.

A recommendation is an act of suggesting or endorsing someone or something as worthy or suitable.

Now, where a citation is useful if it's going to give you the potential to influence an AI response on a subject or topic.

And I've seen AI responses influenced by content of others where that content is false. Because AI doesn't fact-check. 

So there is a lot of manipulation that can be done using AI on any subject.

So, for online reputation management or to influence a worldview, citation could be of use.

But it’s not the citation that matters; it’s the synthesised response. 

Now, did those restaurants do any SEO or GEO to be recommended for me in Amsterdam?

Of course not. They did brand marketing, the very thing that most people have forgotten about for the last decade.

And largely that is GEO.

GEO could defined as supplying the 'network' with relevant information about your business/ brand.

In essence, GEO is all about the supply of relevent information in the right volumes, and in the right places online.

I know SEOs want to desperately keep hold of their jobs, roles and importance.

But that has to start with commerciality.

And there is literally zero commerciality to be cited by AI.

The goal is to be recommended to people in buying situations.

That's where all the value in GEO is. 

That's why it's different from SEO, and that's why it's going to matter more and more.

Google and ChatGPT could turn the SEO and publisher industry into a goldmine with one simple change.

When they cite content they say.

"According to (business name) that are a (state what the business is)... (provide answer).

That's it.

That's all they need to do to turn AI content citations into something worth chasing.

In a single sentence a business gets fair exposure that tells people they exist and what they do. In return for Google and OpenAI ripping off their content.

I call this the 'Fair Reward Model'.

They can steal content for an answer but in return they should clearly state where the answer came from and what the business is.

You've seen the news, and despite the effort of many of the industry's SEO gurus who have deliberately stoked division. 

GEO has just been given a billion-dollar estimate.

With Adobe declaring its intention to buy Semrush, we are truly ushering in a new era in search.

One where your SEO gurus will not be your GEO gurus.

Anil Chakravarthy, president of Adobe’s Digital Experience Business said:

“With Semrush, we’re unlocking GEO for marketers as a new growth channel alongside their SEO, driving more visibility, customer engagement and conversions across the ecosystem.”

My advice to all SEOs is to adapt.

GEO is easy to define, understand and yet currently being murdered by SEOs who want to drive zero commercial value.

And in this article I discuss what the purchase means and how GEO is different.

Fame is the future of SEO.

Look around... that's what SEOs are building for themselves while selling something else.

And this week's Growth Through Content Newsletter explains why you need to shift, the hypnosis of the SEO market, and why the future is far better than you think.

But only if you shift and shift fast.

The SEO industry has completely lost the plot. Not because SEO itself no longer works. It does. Organic search still drives millions in revenue every 

Andrew Holland

The Clickless Delusion: Why Fame, Not Keywords, Will Save SEO

12 months ago "GEO is just SEO".

6 months ago "Good GEO is good SEO".

2 days ago and $1.9 billion...

"You need both GEO and SEO".

Watching SEOs who have spent months slating everyone talking about GEO having to completely do an about turn after Adobe bought Semrush....priceless.

To quote the press release:

“Brand visibility is being reshaped by generative AI, and brands that don’t embrace this new opportunity risk losing relevance and revenue,”

Said Anil Chakravarthy, president of Adobe’s Digital Experience Business. 

“With Semrush, we’re unlocking GEO for marketers as a new growth channel alongside their SEO, driving more visibility, customer engagement and conversions across the ecosystem.”

GEO is the new growth channel.

End...of...story.

Now, there are a lot of big name SEO gurus who have done their best to kill GEO.

All because they didn't undestand it, nor the basics of marketing for that matter.

And today, 99% of the content on GEO by the same gurus is next to pointless. It is career ending bad advice.

Because, they still don't understand GEO (or marketing) but are desperately trying to put on a brave face.

As I said many times.

Your SEO gurus will not be your GEO gurus.

The Adobe purchase of Semrush ushers in a new era of search marketing.

Welcome to the revolution.

How to Measure Your GEO & SEO Success.

I've been reading a lot of posts from SEOs around how confused they are about measuring performance.

Other SEOs are busy trying to figure out how they can keep churning out blog posts as an SEO agency deliverable.

Some at SEO tools are trying to figure out, how they can measure blog post deliverables as valuable.

None of this is going to work.

We can easily measure and demonstrate GEO and SEO success through a simple, logical process outlined in this doc.

Enjoy.

How to Measure GEO (Generative Engine Optimisation) 

We're moving from search engine optimisation to search maximisation.

And in this Growth Through Content article, I talk about the importance of a mental shift for those in SEO.

The "It's Just SEO" crowd are desperate to cling on to old metrics, old approaches, and try and take responsibility for things they genuinely didn't do.

This can't and won't last.

The interface and the way LLMs work do not mean that you need to be ranking. The idea that RAG is some kind of massive defence mechanism for the SEO sector to ignore what's going on in front of them is laughable at best.

And unless you change, you will be left behind. 

You've got to start thinking like a marketer. 

You've got to start thinking about maximisation and less about optimisation.

SEO was about place.

GEO is about promotion that leads to AI recommendation.

Check it out.

In this week's Growth Through Content newsletter, I discussed the findings of two recent massive marketing reports, including one by Google about AI search.

And I'll give you the stats, data, links to the report, as well as what I think is the future of all of our work. 

Check it out.

I'm current at Spotlight by Semrush conducting 3 mastermind sessions.

Great catching up with Crystal Carter, Mordy Oberstein and Eli Schwartz among many others.

My last session of the day is coming up.

I'll be dropping content marketing knowlege bombs.

And for those in attendance they'll be getting my content system.

I'll break down EXACTLY how I create so much content.

Head of AI Search & SEO Communications at Wix | Award Winning Conference speaker | Awards Judge

Author of Product-Led SEO | Strategic SEO & Growth Advisor/Consultant | Angel Investor| Newsletter Productledseo.com| Please add a note to connection requests.

There are 6 key shifts in SEO/ search right now that you MUST get your heads around.

1. Traffic matters.

When traffic became the measure, it then became the target.

So it ceased to become a good measure (Goodharts Law).

And as AI search reduces traffic, SEOs are now running around to try and 'monetise' the inclusion of their content in sythesised answers that give next to zero business benefit.

This is wrong.

Now that traffic is not the target, it becomes the best measure.

Brand traffic and buyer intent clicks are the new gold.

2. Aim for Fame.

How well known your brand is will matter.

From the local chip shop to the new HR SaaS...fame matters.

And fame can be engineered.

You absolutely can and should aim for fame and watch your share of search rise.

3. Share of search is the next big measure.

The target is fame, the measure is your share of search.

As SOS rises, so will your revenue.

4. GEO is about recommendations by AI.

The subject of GEO is intense but being wrongly labelled as "SEO" by some.

SEO = rankings.
GEO = recommendations by AI.

5. Content marketing is back, bigger than ever.

When traffic is hard to gain from search, you need to take your brand to them.

Content is a cheap and effective way to grow fame and nudge in the market buyers.

Creativity and boost budgets are your only limitations.

6. SEO is still hugely valuable.

We do not know what the end game looks like.

Google has the power to decide, not us.

But we can see that AI and AI powered search is amazing, getting better and going nowhere.

Don't get caught out ignoring organic search.

This channel needs your attention and strategy.

And it needs it now.

The JBH Lunch and Learn event was a smash hit.

Delivering GEO and Digital PR for AI knowledge with the always amazing Rebecca Moss.

Some of the UK's best SEOs, GEOs, PRs, marketers and content marketers from a wide range of the best and brightest brands attended.

Big thanks to all those who came.

The SEO industry obssessed for years to have brands found through search.

The future of SEO is to help brands to become searched for.

This is the mission now.

Embrace it.

Learn the tactics.

SEO doesn't own AI as a marketing channel.

Look, I appreciate SEOs who have drunk too much machine learning and Python juice, suddenly seem to be dancing at their own AI party.

However, all I keep reading by SEOs is "good SEO has always had digital PR".

Really? 

Thats funny, because 90% of SEO agencies don't have PR staff.

And 99.9% of SEO retainers aren't expensive enough to fund good digital PR.

I was partying in Bali last year with a guy who sells guest post links to the biggest agencies in the world.

He has to sign an NDA with every client.

Last year one of the largest agencies in the UK canned it's digital PR department.

At least 3 big agencies in Manchester don't have more than 1 PR in their entire SEO department.

If all good SEO was using digital PR for the last 5 years, I think the PR industry might be inclined to worry about the general standard of SEO.

All the data, every shred of it, shows that SEO doesn't own AI as a channel.

Copywriting and digital PR do.

Now I also appreciate that SEO influencers are desperately trying to keep the SEO content gravy train running by talking BS around blog post citations in AI search.

But if you do manage to sell a citation visibility package, you'll churn every retainer faster than Barry Allen can run a mile.

Throw around your embedding vector analysis and chunk faster than a Goonie.

None of it matters.

Because like it or not, AI search, GEO or whatever the industry calls it, doesn't need or require any SEO wisdom.

It's not optimisation.

GEO is positioning and promotion.

Now, hats off to all the SEOs turned vector embedding, chunk, RAG scientists.

It gets clicks and likes from your peers.

But right now, a half decent PR and copywriter could team up, no nothing about NLP and get a business recommended by AI when it matters.

SEO doesn't own AI search.

That being said...millions in revenue is being generated each day with traditional search.

And if you invest well in traditional SEO, invest heavily in DPR and good copy...you'll win in AI search too.

But...if Google goes AI mode default, or the 10% of adults using ChatGPT increases at speed.

The value of your SEO compared with PR and copy, reduces directly inline with that switch.

My advice to SEOs.

Become valuable in ways you aren't right now or go into local SEO, which is closely aligned with GEO.

Infact, local SEO and GEO work uncannily similar.

But stop listening to the horse manoure being peddled by SEO gurus.

They're desperate to sell blog content, call it SEO, add some tech waffle on top and charge you extra for Google to take your expensive content and serve it as part of a cold AI overview buffet.

SEOs can have a bright future.

But only if they adapt..and my newsletter this week will teach you how.

Make sure you join 39,000 marketers who subscribe to my Growth Through Content newsletter.

This weeks is a must read.

How the Peter Principle is Harming SEO.

The SEO industry is in a state of chaos, largely of its own making.

But it is further evidence of the Peter Principle working magic.

You see, a core issue with SEO is the heirarchy.

1. Legacy: a person who has worked in SEO for 20 years is known, therefore their views carry weight.

2. Employer history: you did/ do SEO at a big brand or work/ have worked or do work for an SEO tool.

3. Successful agency owner: you sold enough SEO, so therefore you know what you are on about.

4. SEO creator: you create nice content on SEO, get followed, so you are higher up the SEO food chain.

5. SEO tool creator: you build SEO tools, therefore you too have earned your place in the foodchain.

The problem is that people generally rise to a position of incompetence.

Meaning that the people who we all pay attention to in search, are all at their levels of incompetence.

Take the following:

There are SEOs telling you to rank blog articles while they themselves don't rank for anything.

There are SEOs telling you to invest in SEO but haven't invested in their own.

There are staff at SEO tools, telling you to create and optimise content that does not get seen, read or clicked.

If you need any insight into this, what the SEO industry has based itself on for the last decade was the goal of traffic via keyword chasing blog posts.

A decade obssession that built careers, tools and agencies.

And here's the parody part.

Now that vanity traffic is vanishing.

Traffic becomes a meaningful metric again.

Just as the SEO industry is trying to sell 'no traffic' as a deliverable (good luck with that), all to continue producing keyword and fan out query chasing blogs.

Now, I'm known for saying 'traffic is vanity, profit is sanity'.

But in an AI world the saying changes.

Traffic = profit.

Because as clicks reduce in number, the value of meaningful traffic increases.

The amount of self preserving garbage being peddled by the SEO industry is at level never seen before.

As I've written before.

The SEO industry is dying...not SEO.

If you are good at increasing revenue from organic search, literally nothing changes for you.

You just find more ways to achieve the same goal.

But if your version of SEO was churning out blog content to chase keywords like a dog chasing cars.

You...are...done.

And based on what I'm reading, that's a massive chunk of the industry.

Me? 

I am 100% focused on.

1. Increasing brand search/ share of search.
2. Increasing buyer intent traffic.
3. Increasing brand mentions and links.
4. Making brands famous.
5. Increasing conversions
6. Ensuring brands are recommended by AI in buying situations.

Only the last 1 is new.

And any activity that doesn't clearly and easily relate to any of the above doesn't become an activity.

GEO or SEO is not even an argument any longer.

SEO = ranking a business for keywords.

(And yes, before anyone comments something absurd like "it hasn't been that for years" go and see what the paid search team chases).

GEO = increasing the likelihood that AI recommends a business in a buying situation.

Both have deliberate and seperate processes.

SEO = buyer intent keywords, brand mentions, links, page optimisation etc.

GEO = category entry point prompt mapping, mutual infomation, fitness signals, brand mentions, fame.

Links in GEO act as doorways to a business, and yes, before any SEO guru tells me that there is a correlation with links and AI 'visibility'.

Please get a grip and go back to Substack. 

The reason for the correlation is called preferential attachment.

Big brands and websites get more links. They act as hubs online.

The reason they get cited is because they are digital hub/ brand. 

Now, I appreciate this is when all the SEO die hards rush and demand a buffet menu of different tactics GEO uses that SEO doesn't.

And when you tell them...throw the 'that's just SEO line', (who knew so many SEOs were secret PRs).

That is your positioning.

If, your SEO processes help a business to increase revenue from AI...brill. Your SEO processes deliver GEO.

If they don't, then you need a new approach...call it AEO, GEO, AI SEO or Scooby Do.

The name matters not. The result does.

And no, getting your content cited by AI is not GEO.

That's you feeding AI for free.

Your activity has to influence buyers for it to have any business benefit.

GEO, SEO, content marketing, PR and more.

There is always cross over and benefits.

Obssess about the outcome.

And that outcome is activity that leads to increased revenue.

And that is how you will be judged.

We are in an era where results are the judge, not rhetoric.

The desired outcome of GEO is clear.

If you can make that happen call it what you want...you deserve to.

But the desired outcome of GEO is not the same outcome of SEO.

Which is where the biggest difference is.

SEO and GEO are about outcomes.

It's late 2026 and the head of SEO, CMO and CFO at a large business sit down together.

CFO: "So, organic revenue is down, our costs are up. You told me your SEO plan would work. Explain yourselves.

CMO: Yes, explain yourself.

SEO: what...me? 

Erm, well it was Google, they killed clicks.

CMO: But you told me all we needed was for our blog content to be cited by AI.

SEO: That's what the SEO gurus were saying on stage, and the SEO tool staff.

CFO: Wait, so you actually and deliberately got us no traffic.

CMO: is this true?

SEO: erm, yeah, but its ok, because we did fan out query research and we were visible in prompts.

CFO: prompts that buyers use?

SEO: well, erm no. We don't know the prompts buyers use. But an GEO tool told us what our visibility was.

CMO: remind me how?

SEO: they took the keywords our content ranked for, made up a prompt and tested to see if we showed up in AI answers.

CFO: So, we weren't getting traffic to the content, so a tool ceated prompts based on keywords we weren't getting clicks for and told us if our content was cited in fake prompt answers that wouldn't get clicks.

SEO: yeah, that's pretty much it.

CMO: (stays quiet)

CFO: but what if you weren't cited?

SEO: we chunked the content until we were. Or we created new content that we chunked again.

CMO: chunked?

SEO: yes, we made the content into self contained blocks.

CFO: paragraphs?

SEO: no, chunks.

CMO: others have lost traffic too.

CFO: I don't care about that, I care about the £250,000 you spent on 'chunking' our content and yet, sales are down and costs up.

And our competitors are growing. Why?

CMO: well, they spent a lot on PR.

CFO: why don't we?

SEO: we chunked.

CFO: what did the PR do for others?

SEO: well, it got them featured in the media.

CFO: and why didn't we do that?

SEO: well, we felt the SEO gurus were right. That the key to no traffic was citations.

CFO: citations that drove no traffic?

SEO: well, yes, but it could drive brand awareness.

CMO: did you measure this?

SEO: I thought you did

CMO: no, you told me we needed visibility in AI

SEO: We have that

CFO: but our sales are down

SEO: but our AI visibility is up

CMO: how do you know?

SEO: well, the tools tell us if you wanted to find our content in AI results, we're visible in the prompts you would use.

CFO: so, let me get this right

Your plan for AI search was to chunk content, to ensure it would be cited in AI answers if you were to use a prompt that would cite content like ours

But we don't know if the prompts were used or what people do prompt?

SEO: erm...yeah

CFO: so that's where our budget went?

CMO: no, not at all. We hired a machine learning agency to tell us how to chunk our content to ensure it got cited

CFO: but not clicked

SEO: of course...nobody clicks on content.

CFO: what do our buyers click?

SEO: click our product and services pages.

CFO: what did you do to incease them?

SEO: nothing. We focused on increasing our no traffic visibility.

4 Things to Measure For SEO Performance.

1. Your share of search.

This is the search for your business or brand compared with the competition.

2. Your brand search clicks.

This is the traffic coming to your site as a result of those brand searches.

3. Your non brand, buyer intent search.

These are the clicks due to your commercially important rankings.

4. Your recommendation visibility for buyer intent prompts 

This is how visible you are when someone asks an LLM for a solution to a problem you solve.


The above is a simple yet highly effective way to measure any SEO performance.

SEOs will tell you that share of search and brand traffic is NOT their concern.

That's old SEO.

Modern SEO and SEO done in an AI search world makes brand search it's north star for performance.

Everthing starts with your share of search.

In this week's Growth Through Content Newsletter, I'm going to go into the details of digital PR.

You'll read a revenue-boosting case study, learn why digital PR is so important, and more. 

Check it out.

In this week's Growth Through Content newsletter, I'll explain why digital PR is a must-do. You'll see a proven case study we have where we increased 

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Andrew Holland 's LinkedIn Performance

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Andrew Holland 's Best Posts .css-1emoo84{font-size:var(--chakra-fontSizes-md);font-weight:400;color:var(--chakra-colors-gray-600);}(last 30 days)

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Performance ScoreAndrew Holland 's LinkedIn Performance

Andrew Holland 's Best Posts (last 30 days)