Technical SEO + AI Search
Search visibility
for the AI era.
20+ years in digitalHands-on technical implementationMelbourne, Australia
ONE WEBSITEOPTIMISE UNDERSTAND SURFACE
Recognition before recommendations
You may have a visibility problem if...
Good businesses often inherit website problems one release, plugin and campaign at a time. The warning signs are usually less dramatic than they are expensive.
Rankings have plateaued despite publishing more content.
Technical and structural problems have accumulated over time.
Google understands individual pages, but not the broader expertise of the business.
Nobody can clearly explain what AI search changes for your website.
Your marketing team spends too much time on repetitive website maintenance.
SEO tools produce enormous task lists without telling you what deserves attention first.
Search has changed
Google isn't the only system deciding whether you're visible anymore.
Visibility now depends on whether your website is technically accessible, structurally understandable, semantically clear and useful enough to answer real questions.
That does not mean traditional SEO is dead. Quite the opposite. Technical SEO remains the foundation. AEO, GEO and Entity SEO extend that architecture into a wider discovery system.
business knowledgeTechnical foundations · Entities · Evidence
The work
Five layers.
One visibility system.
Not five disconnected packages. Each layer solves a different part of how your website gets accessed, understood, retrieved, referenced and maintained.
The foundationTechnical SEO
Make the website easy for machines to crawl before asking them to understand it.
Technical SEO
I find and fix the technical faults that waste crawl budget, confuse indexation and undermine otherwise good content.
- Crawlability & indexation
- Architecture & internal linking
- Canonicalisation & redirects
- Structured data
- JavaScript & rendering
- Core Web Vitals & performance
Clear retrievalAnswer Engine Optimisation
Structure useful information so search systems and assistants can retrieve a confident answer.
Answer Engine Optimisation
AEO is less about manufacturing FAQs and more about matching real questions with direct, well-supported information in a structure machines can parse.
- Question & intent modelling
- Answer-oriented page structure
- Concise answer passages
- Useful FAQs, where warranted
- Schema & topical completeness
Reference-worthy informationGenerative Engine Optimisation
Improve the signals that help generative systems understand, trust and potentially reference your content.
Generative Engine Optimisation
Nobody credible can guarantee an LLM citation. The practical job is to make your sources clearer, your claims better supported and your information genuinely worth referencing.
- Source & authorship clarity
- Original, useful information
- Entity consistency
- Evidence & citations
- Machine-readable structure
Meaning & relationshipsEntity SEO
Stop treating your website as a bag of keywords. Model what your business actually is.
Entity SEO
Modern search works with things and relationships: businesses, people, services, locations, industries and topics. I make those connections explicit.
- Entity mapping
- Semantic information architecture
- Knowledge graph thinking
- Schema relationships
- Topic & service models
The multiplierAI-Assisted Website Operations
Use AI to operate the website better, not simply to publish more forgettable content faster.
AI-Assisted Website Operations
I combine human oversight with AI-assisted analysis, monitoring and repeatable workflows so teams spend less time moving data around and more time making good decisions.
- Automated technical auditing
- Content inventory analysis
- Internal-link discovery
- Website QA & change monitoring
- Research synthesis
- Performance analysis & prioritisation
- Reusable business knowledge
Connected by design
One website.
Five intelligence layers.
Each layer makes the next one more effective. Technical access creates the foundation. Clear meaning improves retrieval. Useful, trustworthy information earns discoverability. Better operations keep the whole system moving.
See the working method- 01Foundation
Technical foundation
Can search systems reliably access the website?
- 02Builds on layer 01
Entity & semantic structure
Can they understand the business, services, people and topics?
- 03Builds on layer 02
Answer optimisation
Can they retrieve clear answers to useful questions?
- 04Builds on layer 03
Generative discoverability
Is the information trustworthy and useful enough to surface?
- 05Continuous improvement
AI-assisted operations
Can your team maintain the system without drowning in busywork?
05 HOW I WORK
Less theatre, more traction
The objective isn't a bigger SEO task list.
It's a smaller list of things worth doing.
- 01
Diagnose
Understand the site, the opportunity, the constraints and what the business actually needs.
- 02
Prioritise
Separate commercially important problems from fascinating but low-value SEO archaeology.
- 03
Implement
Fix what can be fixed directly and give developers precise requirements for the rest.
- 04
Systemise
Turn repeatable work into monitored, documented or AI-assisted workflows.
Human judgement + AI leverage
AI does more of the grunt work. Human judgement decides what matters.
You are not paying someone to paste your website into an AI tool. AI expands the amount of analysis that can be done. Experience governs what gets prioritised, changed and validated.
Applied, not theoretical
What this work actually looks like.
Different websites have different constraints. The common thread is practical work inside real systems, not a strategy deck left on the kitchen bench.
Enterprise & B2B consulting websites
Professional services websites
Multi-site & operational environments
Hello, I’m Fin
I work on the bits between marketing, websites, search and technology.
I’ve spent more than two decades in digital marketing and have increasingly gravitated towards the technical problems underneath successful websites.
For established businesses with a real website problem to solve.
Probably not the right fit: mass-produced AI articles, guaranteed rankings, cheap backlink packages, arbitrary tool-score chasing, or recommendations nobody intends to implement.
Fair question
Still wondering whether GEO is just SEO wearing a new hat?
Here are the questions worth asking before anybody sells you a revolutionary new acronym.
01Is GEO replacing SEO?
+
No. GEO extends strong SEO principles into generative search environments. Weak technical foundations and muddled content architecture do not magically improve because an AI crawler turns up.
02Can you guarantee we'll appear in ChatGPT or AI Overviews?
+
No, and anyone promising that is getting ahead of themselves. The work improves the structure, authority, consistency and usefulness that influence whether information can be discovered, understood and referenced.
03What's the difference between AEO and GEO?
+
AEO focuses on making individual answers easy to retrieve and present. GEO considers the broader signals that help generative systems understand the source, trust the information and decide whether it is worth referencing. They overlap, but solve different parts of the visibility problem.
04Do you actually implement technical changes?
+
Yes, where access, technology and scope allow. I work hands-on with websites, front-end code, data and SEO platforms. When an internal developer or agency needs to make the change, I provide clear implementation requirements and help verify the result.
05Do you use AI to write content?
+
AI can assist with research, analysis, structure and drafting. It is not used as a content-production conveyor belt. Useful content still needs subject knowledge, judgement, evidence and a reason to exist.
06Do I need all five services?
+
Probably not all at once. The sensible starting point is to diagnose the website, identify the commercial constraints and concentrate effort where it can make a meaningful difference.
Start with the right problem