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New here? Let's find your starting point.

This site has one job: help you show up wherever your customers search — Google, AI answers, YouTube, Reddit and beyond. Pick the line that sounds most like you, and I'll show you what to read first.

Illustration of Jelly Ann Candido in orange glasses, hands on her cheeks in surprise

The 60-second version

Four words you'll see everywhere here.

SEOSearch Engine Optimization

Helping your pages rank in Google's regular results, so people click through to your site.

SEO Basics →
AEOAnswer Engine Optimization

Shaping your content so Google and AI assistants can lift it as the direct answer to a question.

Explore AEO →
GEOGenerative Engine Optimization

Getting your brand cited and recommended when people ask ChatGPT, Perplexity or Gemini.

Explore GEO →
EverywhereSearch Everywhere Optimization

Showing up on YouTube, Reddit, TikTok, Amazon and every other place people search before they buy.

Explore Search Everywhere →

Run into a word you don't know? Look it up in the glossary →

Path 1 · New to SEO

"I'm new to all of this."

Good news: you don't need to learn everything. You need to understand how search actually works, how long it takes, and what really moves rankings — so nobody can sell you snake oil.

Read these in order. Each one takes about ten minutes.

Then explore SEO Basics → Serve a local area? Local SEO →

Read these first

  1. How Long Does SEO Take to Work?SEO Basics
  2. Backlinks 101SEO Basics
  3. What an SEO-Optimized Website Looks Like for a Service BusinessLocal SEO
  4. SEO vs. GEO: What Most Marketers Still MissGEO

Path 2 · Not sure it's working

"I'm paying for SEO. Is it doing anything?"

Start with a quick checkup. Tick every statement that's true for you right now.

The rule: 6–7 ticks, you're in good shape. 3–5, something's leaking — start with the reads. 0–2, get a second opinion before you spend another dollar.

Read these first

  1. Things You Need to Give Your SEO ManagerSEO Basics
  2. 12 SEO Mistakes Killing Your BusinessSEO Basics
  3. How to Fix Common Crawl ErrorsTechnical
  4. How Long Does SEO Take to Work?SEO Basics

Path 3 · Know it, no time

"I know what to do. I just don't have time."

Skip the theory. These are quick, high-impact fixes you can knock out between meetings — or hand straight to whoever runs your site.

For copy-and-use checklists, briefs and SOPs, head to Resources.

Browse templates & checklists → Technical SEO hub →

Quick wins

  1. Do Sitemaps Affect SEO?Technical
  2. Do I Need Schema for My Website?Technical
  3. Using LocalBusiness Schema to Improve Local RankingsLocal SEO
  4. How to Optimize Your Website with SurferSEOContent

Path 4 · Managing many clients

"I run SEO for a lot of sites."

You don't need the basics — you need what's changing and workflows that scale. Start with how search is shifting toward AI answers, then see what's working on real client sites.

Need an extra pair of hands for audits, content or reporting?

See the field notes → Agency support →

Read these first

  1. SEO Is Changing, and So Is the Way I Write ContentContent
  2. SEO vs. GEO: What Most Marketers Still MissGEO
  3. 11 Truths About AI Content and SEOContent
  4. Case study: +635% impressions in 90 daysField Notes

Whichever path you're on

Don't skip where search is going.

More and more people get their answers from AI before they ever click a link. These three hubs are where I spend most of my time.

Answer Engine OptimizationAEOBecome the answer in featured snippets, AI Overviews and voice results.Explore AEO → Generative Engine OptimizationGEOGet cited when people ask ChatGPT, Perplexity and Gemini.Explore GEO → Search Everywhere OptimizationEverywhereShow up on YouTube, Reddit, TikTok and Amazon — not just Google.Explore Search Everywhere →

Still not sure where to begin?

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