SEO vs PPC compared: cost, speed, click-through rates, long-term value and control. Learn when to choose organic search, when to pay for ads and how to use both together.

Ecommerce SEO for online shops: keyword research for products, category page optimisation, product descriptions, faceted navigation, schema, out-of-stock pages and site speed.

The SEO KPIs that matter: organic conversions, revenue, clicks, impressions, rankings, CTR, indexed pages and AI visibility, plus how to report them and which vanity metrics to ignore.

An overview of Google algorithm updates from Panda and Penguin to core, helpful content and spam updates, how to tell if one hit your site and a calm plan for recovery.

How to run an SEO audit step by step: technical crawl, indexing, speed, on-page elements, content quality, backlinks, local signals and turning findings into a priority plan.

How to set up Google Search Console and use its key reports: Performance, Pages, URL Inspection, Sitemaps, Core Web Vitals, Links and Manual Actions to grow organic traffic.

Answer engine optimisation (AEO) helps your content become the direct answer in snippets, voice assistants and AI chatbots. Learn how AEO differs from SEO and GEO and how to apply it.

What Google AI Overviews and AI Mode are, how they choose sources, how they affect clicks and practical steps to get your pages cited in AI-generated answers.

How online reviews affect local SEO and clicks, how to ask for more reviews within Google’s rules, how to reply to negative reviews and where to show reviews on your site.

NAP stands for name, address and phone number. Learn why consistent citations matter for local SEO, which UK directories to use and how to find and fix inconsistent listings.

How to set up and optimise a Google Business Profile: categories, services, photos, posts, Q&A, reviews and the mistakes that get listings suspended.

Semantic SEO means optimising for meaning rather than exact keywords. Learn how Google understands entities and context, why LSI keywords are a myth and how to cover topics fully.

What keyword difficulty scores measure, why tools disagree, and a practical method for checking the results page yourself to decide whether a keyword is worth targeting.