Generative engine optimisation explained
GEO is the shift from being ranked to being cited. Here is what changes, what survives from SEO and what a UK business should actually do.
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AI in practice
Articles on integrating AI into existing websites and stores without overcomplicating them, from MCP to AI-driven shopping.
Almost every client conversation in the last twelve months has involved AI in some form. Should the search be AI-powered. Should the product recommendations be AI-powered. Should the support chat be AI-powered. The honest answer most of the time is: maybe, but probably not the way the AI vendors are pitching it.
These posts are about practical AI integration: where it earns its place on a website, where it actively gets in the way and what to ask before signing up for an AI feature that adds monthly cost without obvious user benefit. They lean on real client work rather than vendor demos, which means more cautious recommendations than you will get from a generative AI launch keynote.
Topics include web MCP and what it means for how AI agents read your site, AI-driven product discovery for ecommerce, the best AI integration being the one users do not notice and how customers are starting to find products through AI assistants instead of search engines. Each post tries to answer one question: should you spend money on this right now, and if so, what is the simplest version that will tell you whether it works.
If your site has not added AI features yet and you are wondering whether you should, the best AI integration is the one users do not notice is a good place to start. For something more strategic, my AI integration service covers what it looks like to add AI features carefully.
Why search traffic is being quietly rerouted through LLMs
Informational queries that used to land on websites are now being answered inside AI products. A read on what is changing, what the data is showing and what it means for organic traffic baselines.
The overlap and the gap between traditional SEO and LLM SEO
Most of what was good SEO is still useful for AI search. Some of it is not. A practical map of what to keep doing, what to add and what to deprioritise.