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



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.

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

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

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

"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