AI assistants
I study how ChatGPT, Perplexity, Gemini and Claude find and cite content. I began building the GEO practice in September 2025.
My working toolkit
The toolstack I research with
I use a mix of tools to research and analyse what’s happening, make better decisions, and measure the value of the changes we make.
Explore the workflow. Click a ranked page to see what I would track and test.
01 / Understand the site
Follow the crawl. Find the friction.
200 /services/ Accessible
301 /old-page/ Check destination
404 /missing/ Investigate links
I compare crawls, indexation and server logs where available.
02 / Connect pages with demand
Which page answers the search?
⌕ A question your customer is asking
Choose a result to explore what I would measure.
03 / Measure, test, learn
Service page
MeasureQualified enquiries
Baseline → change → compare
Test the offer and call to action.
I track rankings alongside behaviour and conversions, then check whether a change helped.
Illustrative workflow. Positions and chart are examples, not client results.
The tools behind the work
Research. Build. Measure.
My everyday stack, from keyword research and technical SEO to reporting and hands-on website work.
Screaming Frog
Crawls, technical checks and page extraction
Ahrefs + Brand Radar
Search competitors, links and AI visibility
Semrush
Keyword research and competitive search
Similarweb
Market context and competitor research
Google Analytics 4
Behaviour, conversions and landing pages
Looker Studio
Reporting that makes the next decision clearer
BigQuery
Bringing reporting data together
Python + Colab
Scrapers, keyword clustering and automated reports
WordPress
Building and improving websites
Claude + MCP
Custom agents and connected team workflows
ChatGPT
Researching how answers surface and cite content
Gemini + Perplexity
Comparing AI visibility and cited sources
APIs
Connecting data sources for repeatable reporting
HTML + CSS
Turning recommendations into page changes
Swipe, scroll, or use the arrows to explore. Icons are styled labels for the tools.
AI & connected workflows
A newer part of my search practice
Agents + MCP
I build custom agents and Claude MCP integrations to connect tools with repeatable team workflows.
APIs + automation
I use Python for scrapers, clustering and reporting. APIs connect the data; MCP gives an assistant a way to work with connected tools.
What comes back to your team
Findings you can put to work
A clear set of priorities
I connect technical issues and content gaps to the pages that need attention, with an order for the work.
A useful measurement view
I bring rankings, landing-page behaviour and conversions into the same conversation.
A test and a next step
I establish a baseline, agree what to change, and review the outcome before recommending the next move.