Expertise

Search Strategy for Traditional and AI-Powered Results

Five core disciplines that build full-spectrum search visibility - from the local maps pack to AI-generated summaries in ChatGPT and Perplexity.

📍

Local SEO

Rank Where It Matters

Local SEO is the discipline of making sure a business shows up when people search for what it offers in its area. That means the maps pack, local organic listings, and the full Google Business Profile experience. Get it right and you own the most visible real estate in local search. Get it wrong and you hand those positions to competitors.

Don's local SEO work covers Google Business Profile optimization and management, citation building and cleanup, local keyword research, geo-targeted content strategy, review acquisition, and local link building. The goal is consistent top-3 maps pack placement and strong organic visibility for high-intent local searches.

Google Business Profile Maps Pack Ranking Local Citations Review Strategy Geo-Targeted Content NAP Consistency
🎯

Answer Engine Optimization

Capture Position Zero

The search results page has a position above #1. Featured snippets, People Also Ask boxes, knowledge panels, and voice search responses all appear before any traditional organic link. AEO is the discipline of earning those placements by structuring content as the direct answer to a specific question.

Don's AEO work includes question-based keyword research, FAQ and Q-and-A content structure, structured data markup (FAQPage, HowTo, Q-and-A schema), paragraph snippet optimization, and voice search readiness. When search engines need a direct answer, the goal is that your content is the one they use.

"AEO is not about gaming the algorithm. It is about writing content so clearly structured that the algorithm has no choice but to pick it."

- Don Phelps

Featured Snippets People Also Ask Voice Search FAQPage Schema Question-Based Content Position Zero
🤖

Generative Engine Optimization

Show Up in AI Answers

A growing share of search happens through AI tools - ChatGPT, Perplexity, Google AI Overviews, Claude, and others. When someone asks one of these systems a question about your industry, your competitors, or your specific niche, the system generates an answer based on what it considers authoritative. GEO is the discipline of making sure your brand is what it cites.

Don's GEO work includes entity authority building, structured content that AI systems can parse and reference, topical depth and coverage that positions a site as a trusted source, llms.txt and AI-readable instruction files, and consistent cross-web signals that train AI systems to associate your brand with specific topics and expertise.

ChatGPT Citations Perplexity Visibility AI Overviews Entity Authority llms.txt Topical Coverage
🔗

Entity SEO

Build Permanent Authority

Modern search engines don't just index pages - they understand entities. A business, a person, a brand, a product - these are entities in a knowledge graph that search engines and AI systems use to understand relationships, authority, and trustworthiness. Entity SEO is the practice of making sure that graph accurately and powerfully represents you.

Don's entity SEO work covers structured data strategy and implementation (Person, Organization, LocalBusiness, Product, and more), sameAs linking across all web properties, Wikipedia and Wikidata entity presence, brand consistency and co-citation building, and the knowledge panel strategy that comes from getting all of this right.

Structured Data Schema Markup Knowledge Panel sameAs Linking Brand Entity Co-Citation
⚙️

Technical SEO

Foundation First

Every search strategy sits on a technical foundation. If the foundation is broken - slow load times, crawl errors, indexing issues, missing structured data, poor mobile experience - everything built on top of it underperforms. Technical SEO is not glamorous but it is the difference between a site that compounds its gains and one that plateaus.

Don's technical SEO work includes Core Web Vitals auditing and optimization, crawl budget management, XML sitemaps and robots.txt strategy, canonical tag implementation, site architecture and internal linking, structured data implementation and testing, page speed optimization, and mobile-first indexing readiness.

Core Web Vitals Site Architecture Crawl Optimization Internal Linking Canonical Tags Page Speed

FAQ

Common Questions About These Disciplines

What is Local SEO and why does it matter?
Local SEO is the practice of optimizing a business's online presence to rank in local search results - the maps pack, local organic listings, and Google Business Profile. It matters because most consumers search for nearby businesses before making a purchase. Ranking in the top 3 of the local pack drives the majority of clicks for local search terms.
How does AEO differ from traditional SEO?
Traditional SEO focuses on ranking in the organic blue links. Answer Engine Optimization (AEO) targets position zero - the featured snippet, People Also Ask boxes, and voice search answers that appear above all organic results. AEO requires structuring content in a direct Q-and-A format with proper schema markup and clear answer structures that search engines can extract and display.
What is entity SEO?
Entity SEO is the practice of building a coherent, consistent identity for a business or person across all web properties so that search engines understand exactly who the entity is, what it does, and how authoritative it is. This includes structured data markup, consistent NAP information, strong sameAs links, and content that clearly establishes topical authority.
Do I need all five disciplines or can I start with one?
Most businesses start with Local SEO and Technical SEO as the foundation, then add AEO and Entity SEO as their content and authority grow. GEO is increasingly important for businesses in competitive markets. Don can assess where you are and recommend the right entry point for your specific situation.

Need a Strategy That Covers All of This?

Start with a conversation about where you are and where you want to be.

Work With Don