Modern search leadership for organisations operating at scale.
Enterprise search has fundamentally changed.
SEO is no longer just about rankings and traffic. Today, brands compete across traditional search engines, AI-generated answers, and social discovery platforms — often simultaneously, and often without clear ownership.
I help organisations design and lead enterprise-level SEO and GEO (Generative Engine Optimisation) strategies that reflect how people actually discover, evaluate and choose brands in 2025 and beyond.
This is search as a growth system — not a channel.
Executive Summary
This approach is designed for organisations that need to:
Align SEO, AI search visibility (GEO) and commercial growth
Bring clarity and governance to complex, multi-market search ecosystems
Move beyond rankings and traffic toward measurable business impact
Prepare for a future where visibility increasingly happens without a click
It is built for scale, accountability and leadership-level decision making, you don't just want traffic you want the right traffic that converts.
What “Enterprise SEO” Really Means
At scale, SEO is not a tactics problem.
It is a governance, prioritisation and execution problem.
Enterprise search strategies typically struggle when:
Multiple brands or markets compete internally
Ownership and accountability are unclear
Content volume grows faster than quality
Technical debt accumulates over time (classic SEO bottle neck)
Measurement focuses on traffic rather than outcomes
My role is to bring structure, clarity and commercial alignment to search across complex organisations.
SEO, GEO & the New Search Landscape
Modern search visibility now spans three overlapping layers.
1. Traditional SEO
Search engines such as Google
Crawling, indexing and ranking
Technical foundations and content relevance
2. GEO (Generative Engine Optimisation)
Visibility within AI-generated answers
Brand inclusion in LLM responses
Entity understanding, authority and trust signals
GEO focuses less on clicks and more on being referenced, cited and trusted.
3. Social & Discovery Search
Platforms such as TikTok, YouTube, Reddit and LinkedIn
Search behaviour without keywords
Influence-led discovery and validation
Treating these as separate disciplines is a mistake.
They require one coordinated strategy, not parallel efforts.
What I Help Organisations Do
I work with leadership teams to:
Define a modern search strategy (SEO + GEO + social discovery)
Establish ownership, governance and operating models
Align search investment with brand, product and revenue priorities
Prioritise markets, categories and content strategically
Build scalable execution frameworks
Measure what actually matters commercially
This often involves resetting expectations internally — and elevating search from execution to strategy.
How I Approach Enterprise Search
1. Strategic Diagnosis
I start by understanding:
Business and growth objectives
Market and brand complexity
Technical constraints and debt
Internal capability and resourcing
Existing measurement and reporting
2. Clear Prioritisation
At enterprise level, success often comes from deciding:
Where search should win
Where it should support other channels
What not to invest in
Focus is as important as ambition.
3. Operating Model Design
Search performance improves when structure improves.
This includes defining:
Central vs local ownership models
In-house vs agency responsibilities
Governance and decision-making processes
Ways of working with product, content and brand teams
How to Track & Measure Modern Search Performance
One of the biggest reasons enterprise SEO fails is measurement (can't stress this enough).
Trying to assess modern search using legacy metrics creates noise, not insight.
Effective measurement must answer three questions:
Are we visible where decisions are being made?
Are we being understood and trusted as a brand?
Is search contributing to commercial outcomes?
This requires a layered measurement approach.
The Measurement Framework I Use
1. Foundational SEO Health (Table Stakes)
These metrics don’t drive strategy — but without them, nothing else works.
Tracked at domain, market and category level:
Indexation and crawl health (Screaming Frog is a good start)
Core technical signals
Content coverage by intent
Search demand vs capture
Share of voice for priority topics
This answers:
“Are we structurally competitive?”
2. Demand Capture & Intent Performance
This is where SEO connects to growth.
Rather than tracking keywords in isolation, I focus on:
Priority intent groups (brand, category, commercial, informational)
Visibility across the full funnel
Performance by business priority, not by URL
Key signals include:
Impression growth on strategic queries
CTR by intent type
Entry points into key journeys
Assisted conversion contribution
This answers:
“Are we capturing the demand that matters?”
3. Brand & Authority Signals (Critical for GEO)
AI-driven visibility often does not result in a click — but it still shapes decisions (I've done it, I asked ChatGBT a question on 'if two products integrated' and never clicked but actioned and updated in their platform it never hit the web)
Measurement shifts toward:
Brand inclusion in AI-generated responses
Topic-level authority signals
Consistency of brand positioning
Citation frequency and context
Presence vs competitors in generated answers
This answers:
“Are we being referenced, trusted and recommended?”
Mini Case Example: GEO, Crawling & Clickless Search
During a site launch and rebuild, the CEO became concerned that a growing proportion of traffic appeared to be coming from locations such as Lanzhou, Singapore, Forest City, Flint and Prineville — rather than the UK market they were targeting. Their initial reaction was that this traffic was irrelevant and something to be eliminated.
My response was to reassure them that this behaviour was both expected, positive and too 'Chill'.
In reality, the activity was driven by search engine and AI crawler infrastructure repeatedly returning to the site to index, reprocess and understand newly published content. As search increasingly shifts toward clickless experiences — where AI systems generate answers without sending users to a website — these crawler interactions become a leading indicator of future visibility.
Because the site foundations (technical SEO, internal linking and content structure) were implemented correctly, the site was being actively revisited and prioritised by both traditional search bots and AI-driven systems. While this activity did not represent end-user demand, it signalled that the site was being understood, trusted and surfaced by machines.
Over time, this groundwork translated into meaningful organic gains, with overall performance improving by approximately 25% — reinforcing that GEO success often starts with enabling machines to understand a site before humans ever click.
GEO Takeaway
In a clickless search world, machine understanding comes before human traffic — visibility is earned upstream of the click.
4. Commercial Contribution (Where Credibility Is Won)
Search loses influence when it cannot speak the language of the business.
Where possible, I align measurement to:
Revenue influence and pipeline contribution
Lead quality and conversion efficiency
Retention or lifetime value impact
Cost avoidance vs paid channels
This often means:
Combining search data with analytics and CRM systems
Tracking assisted, not just last-click value
Reporting trends and direction, not false precision
My caveat is this isn't a 5 minute job and the ease in totaly down to your tech stack
This answers:
“Is search helping the business grow?”
What I Deliberately Don’t Optimise For
Just as important as what you track is what you stop chasing.
I deliberately de-prioritise:
Isolated keyword rankings
Vanity traffic growth
Weekly micro-fluctuations
Tool-specific scores without context
These metrics create noise — especially at enterprise scale (don't be a busy fool).
Reporting at the Right Altitude
Different audiences need different views:
Executives: direction, risk, opportunity, commercial impact
Senior stakeholders: priorities, progress, trade-offs
Delivery teams: tactical performance and execution detail
A single dashboard rarely works.
Clarity comes from intentional reporting design, not more data.
GEO Measurement: A Necessary Mindset Shift
GEO is not about “ranking for prompts”.
Success is not:
“Did we appear for this query?”
Success is:
“Are we consistently included?”
“Are we positioned correctly?”
“Are we cited alongside the right peers?”
“Is our expertise reflected accurately?”
That’s why GEO strategy must be paired with clear narrative control and authority building, not just content output.
The Outcome
When enterprise SEO and GEO are done well, organisations gain:
Clear search ownership
Reduced internal friction
Smarter content investment
Visibility across search and AI platforms
Search that supports revenue, not just traffic
Most importantly, leadership gains confidence in how search fits the wider growth strategy.
Mini Case Example: Marketplace & Platform Growth
For a two-sided marketplace (buyer and Seller), growth had stalled despite healthy traffic volumes. Supply and demand teams were optimising independently, SEO focused on volume rather than intent, and acquisition costs were rising. By restructuring the search strategy around marketplace dynamics — separating supply-side and demand-side intent, aligning SEO with pricing and onboarding flows, and tightening measurement around qualified demand — search became a lever for marketplace liquidity rather than just awareness. This resulted in higher-quality acquisition, clearer attribution of search to platform activation, and a more efficient path to sustainable growth.
What Success Looks Like in the First 90 Days
The early goal is not perfection — it’s clarity, momentum and confidence.
Within the first 90 days, success typically looks like:
Clear search ownership and governance
Everyone understands who owns strategy, execution and decision-making.A prioritised search roadmap
Focused on the markets, categories and intents that matter most commercially.Measurement aligned to business outcomes
Moving beyond rankings toward demand capture, authority signals and revenue influence.Reduced noise and internal friction
Fewer debates about tactics, more alignment on direction.Early signals of improved visibility
Stronger presence across priority search queries and AI-generated responses.
Most importantly, leadership has a shared understanding of how search supports growth, and teams are aligned around the same objectives.
Next Steps
This approach is most relevant if your organisation is:
Investing heavily in SEO or content
Exploring GEO or AI-driven discovery
Operating across multiple brands or markets
Experiencing diminishing returns from search