SEO Mastery
You + AI = Smarter SEO, not more noise
Leave today with a real plan that works
Jonny Ross
@jonnyross in/jonnyross
Meet Your Trainer
Jonny Ross
26 years in small business
SEO-first approach
Author of WebProud
Your guide, not a guru
Thank You AD:VENTURE
1
Local support for growing businesses
2
Part of your post-bootcamp support circle

Ask them about further help after today
Today's Flow
Strategy
Tools
Tactics
Plan
Hands-on, practical, collaborative
Demos + group work throughout
Outcome-focused
Today's Mastery Roadmap
09:30–09:50
Welcome & Goals
09:50–11:15
SEO in 2026, Keywords & Competitors
11:15–11:35
Morning Break
11:35–12:45
Content Planning, On-Page SEO & Analytics
12:45–13:00
Action Plan & Wrap-up
Your SEO Goal for Today
What's your biggest SEO gap?
Where do you want more visibility?
Write it down. Keep it visible.
PART 1:
SEO + AI = 2026 STRATEGY
Why SEO is Changing
Google's not a search engine anymore—it's an answer engine
Generative AI is front and centre
2026: Visibility looks very different
The Shift from SEO to GEO
Search habits and results have completely transformed.
Nov 2022
ChatGPT launches, sparking the AI revolution
May 2024
Google rolls out AI Overviews – AHrefs reports a 34% drop in clicks
May 2025
Google launches AI Mode in the US, now expanding globally
Similarweb reports zero-click search grew 13 percentage points (56% to 69%) in just one year post-AI Overviews (May 2024-May 2025).
Prediction: Traditional search will likely be gone by 2027.
The New Search Landscape
Search has expanded beyond Google to platforms like Amazon, YouTube, TikTok, and AI. This means optimising for traditional SEO, geo-local GEO, and AI-powered AEO/LLMO. The goal: being found across all touchpoints.

Think of AI Like a DJ
AI, like a DJ, curates information from vast web data. Its role is to choose what to play and what to highlight in its "setlist" of answers.
One Question = 20+ Sub-Queries
When you ask a single, broad question, AI models break it down into dozens of related sub-queries. They explore every possible angle to give you the most comprehensive and synthesised answer from across the web.
For example, asking "Best CRM Software" could generate these sub-queries:
  • CRM vs Spreadsheets: Pros and Cons
  • HubSpot vs Pipedrive: Detailed Comparison
  • Affordable CRM solutions for small businesses
  • Latest CRM software reviews and ratings
  • Key features of enterprise CRM systems
  • CRM implementation best practices
What This Means for Content
Forget chasing single keywords. You need comprehensive clusters of content that cover topics from all angles, anticipating user needs across multiple sub-queries.
AI traffic is still small, but it converts 3× better. Users trust it more and feel fewer decision barriers due to the synthesised answers provided by AI.
Short Search Queries (2020)
"CRM software"
Long Search Queries (2025)
"What’s the best CRM for a B2B SaaS startup with 20 employees under £100/month that integrates with Slack and has a mobile app?"
Why GEO Optimisation Matters
AI rewards clear, helpful content. Optimise for comprehension and relevance, not just keywords.
Keep it Simple & Scannable
AI favors content at an 8th-grade reading level (Flesch 70+). Keep it simple, scannable, and use plain English.
Build Visibility & Trust
AI Overviews combined with strong Local SEO boost digital visibility and build crucial user trust.
Embrace Local Context
Integrate local terms (e.g., Leeds, Sheffield) to establish relevance and authority, connecting directly with your Yorkshire audience.
Onsite Must-Haves
To optimise your website for the new search landscape, focus on these key onsite elements:
Integrate Trust Signals Early
Place reviews, stats, and 'years in business' early for credibility.
Structure with How-To Guides
Use clear, step-by-step 'How-To' content, digestible by AI.
Localise & Broaden Reach Naturally
Weave in mentions of Yorkshire towns and UK-wide coverage where relevant.
Leverage FAQs & Geo-Specific Headings
Include FAQs, testimonials, and local place names in headings.
Offsite GEO Signals
Extend your digital footprint beyond your website using these offsite GEO signals that feed into AI models and traditional search:
Content Syndication
Publish LinkedIn + Medium articles to feed Large Language Models (LLMs).
Video Explainers
Create short YouTube explainers with transcripts and local titles for AI summaries.
Forum Engagement
Engage on Reddit & Quora – highly cited by AI engines for authoritative answers.
Brand Monitoring
Monitor brand mentions (e.g., Mention) to track online reputation and opportunities.
Community Q&A
Participate in local Q&A (e.g., Yorkshire groups) to boost trust and AI footprint.
What Still Matters
Content
People-first
Authority
Trusted voice
Experience
User journey
Trust
Local signals
E-E-A-T: not optional
What to Know About E-E-A-T
Google's quality framework for evaluating content, emphasising direct experience and trustworthiness.
Experience
Does the creator have direct, first-hand experience with the topic? Have they actually used the product or service they're reviewing?
Expertise
Is the content created by someone with high-level knowledge and skills in that specific field? Are they a recognised specialist?
Authoritativeness
What is the overall reputation of the creator and the website within their industry? Are they considered a leading or respected source?
Trustworthiness
Can users feel confident relying on the information presented? Is the site accurate, honest, and secure for visitors?
For AI models, E-E-A-T signals help them determine the most reliable and high-quality information to include in their synthesised answers.
AI Can't Replace Strategy
Use AI as your assistant
You still need:
  • Insight
  • Voice
  • Strategic alignment
What do you know that others don't?
What Would Someone Ask to Find You?
Real Yorkshire voice queries:
"best plumber near Headingley"
"gluten-free cafe in Leeds city centre"
Intent over exact match
Think questions, not just keywords
2026 SEO = Be Discoverable Everywhere
Google is just one entry point
Think wider than just SERPs
Local presence now means multi-surface
PART 2:
KEYWORD + COMPETITOR DISCOVERY
Find What People Search For
Start with topics, not terms
What are they struggling with?
ChatGPT for Keyword Clustering
Group keywords by buyer intent
From list → strategy
Cluster before you optimise
Who's Already Winning?
Spot who ranks for your audience
Look beyond industry—check:
Aggregators (Yell, Thomson Local)
Directories (Leeds List, Independent Life)
Review sites (Google Business, TripAdvisor)
SEMrush Competitor Gap Tool
Find what they rank for that you don't

Quick win zones = low competition + high intent
Top 5 Keywords for Your Brand
1
What do you want to rank for?
2
Include local terms
3
Add long-tail options
4
Choose with intent in mind
5
Think service + location
PART 3:
CONTENT CALENDAR PLANNING
SEO Isn't One Blog Post
Consistency > volume
Build authority over time
Keep users coming back
Use AI to Fill the Gaps
One topic → 10 post ideas
Ask for:
  • Formats
  • CTAs
  • Titles
Stay on-brand with tone prompts
Map Content to Goals (OGSM)
Don't write for search—write for business
Use content to support:
  • Sales
  • Trust
  • Retention
  • Authority
Plan Your Next 6–12 Months
Mix blog, social, email
Add seasonal/local events
Build campaigns, not isolated posts
PART 4:
ON-PAGE OPTIMISATION & SCHEMA
Optimise What You Already Have
Small changes → big impact
  • Meta titles
  • Headers
  • Page structure
  • Image alt text
Let AI Draft Snippets for You
Fast first draft, human final edit

Remember: entice, don't stuff
Prompt: "Write a compelling meta description for my Yorkshire bakery that includes 'artisan bread Leeds' naturally"
Schema = Better Search Presence
Help Google understand your content
Use these types:
  • FAQ
  • How-To
  • LocalBusiness
  • Product
  • Review
PART 5:
LOCAL & VOICE SEO
Local SEO: Your Digital Front Window
NAP consistency
Name, Address, Phone must match across all listings
Reviews
Ask happy customers for Google reviews
Photos
Fresh images of your business, team, products
Voice Search is Happening Now
"Hey Google" is your new homepage
Use natural language in content:
  • Q&A format
  • Conversational headings
  • Location-specific answers
Write for spoken intent
Yorkshire Search Realities
Different areas = different intent
  • Leeds: competitive, specific
  • Bradford: price-sensitive
  • Rural: distance-focused
Add local context:
  • Landmarks
  • Postcodes
  • Colloquialisms
PART 6:
OFF-PAGE & LINK OUTREACH
Why Links Still Matter
Quality > quantity
Google = trust network

Local links = power punch for Yorkshire businesses
"Who Would Link to You?"
AI-Assisted Outreach
Polished but personal
Focus on value to them, not just you
Prompt: "Draft an email to Leeds List requesting coverage of our new eco-friendly product line. Include local angle and impact."
PART 7:
SEO REPORTING & E-E-A-T
What to Measure
Don't chase rankings—track value
Organic traffic
Conversions
CTR
Pick 3 KPIs that matter to YOUR business
Google Search Console = Free Gold
Check which pages pull search
Look for "almost there" rankings (positions 11-20)
Quick wins = Page 2 results
Use AI to Write Reports
From data to insights
1. Paste stats
2. Ask for summary
3. Request action items
4. Save time, improve communication
E-E-A-T: The Trust Equation
1
2
3
4
1
Trust
2
Authority
3
Experience
4
Expertise
Add bios, credentials, case studies
Demonstrate Yorkshire experience
Cite sources in content
Don't Let AI Break Google's Rules
DO
  • Use AI as a starting point
  • Add original insights
  • Edit for your voice
  • Include local knowledge
DON'T
  • Mass-produce content
  • Publish unedited AI text
  • Skip fact-checking
  • Duplicate other sites
Be helpful, original, human-guided
PART 8:
ACTION PLANNING & WRAP-UP
Build Your SEO Action Sheet
1
Tomorrow
One quick fix you can implement immediately
2
Next Week
Content plan for your top keyword
3
Next Month
Schema implementation and local profiles
4
Next Quarter
Complete content calendar and link building
Your Top 3 Takeaways
What stuck with you?
What will you implement first?
Share back with the room
Stay Connected
Resources
  • WebProud book
  • 90-Day Website Mastery
  • Fleek Marketing YouTube
Free Tools
  • Roll the Dice
  • Monthly SEO newsletter
  • Leeds digital meetups
You've Got This
Action beats perfection
Keep iterating
Ask for help when stuck