2026/02/23 2026/02/23

What Is Technical SEO?

By Sarah Jones|Categories: Uncategorized|Tags: |Comments Off on What Is Technical SEO?

How important is technical SEO?

Search engine optimisation will only work if the technical SEO is improved. For example, you could write 10,000 words until your fingers fall off, but if the work can’t get indexed, well, what’s the point?

Therefore, technical SEO is what we think of as the foundation of a building. You need this to support everything.

Therefore, we have written a comprehensive guide to improving your business’s technical SEO.

Crawling and Indexing

Can my website be crawled and indexed?

For a website to appear in Google’s organic results, Googlebot must be able to crawl and index the URLs. This means that a spider, or “Googlebot”, needs to crawl the page and decide on whether to index it.

If the website is indexed, it can then appear in Google’s results.

It’s important to know that a website has a crawl budget; this means Googlebot will only spend so much time crawling and indexing it.

Therefore, it’s important to use the crawl budget as efficiently as possible. This means making sure that all the pages you want to appear in Google’s results are listed in an XML sitemap.

Also, all the pages you don’t want to appear have a “no-index” instruction added to the Robot.txt file.

Redirects

How have the redirects been set up?

Redirects are a bit like when you encounter roadworks on a motorway, and you’re redirected somewhere else.

This is the same for a company website: for example, a product page might get taken down, and you could, if you wanted, use a redirect to direct visitors to a new page.

Now, the web developers must use redirects correctly. For example, there are different types of redirects, such as 301 and 302 redirects.

Also, it’s important not to use too many redirects, as it can put a shopper in a redirect cycle.

Hreflang Tags

Hreflang tags are used when a website needs to offer multiple languages. These must be set up correctly by the web developers.

Structured Data

How important is structured data?

Now, because of GEO, LLMs, and, of course, SEO, it’s more important than ever to use schema markup. This is described as a form of structured language, and whether it’s Googlebot or ChatGPT reading the work, it can better understand the text when you add it.

Schema.org is a popular structured data language that helps LLMS and Google better understand what a page is about. For example, if it’s your business’s contact us page, you might want to mark up your company’s address and opening hours.

Site Structure

It is important to consider the website’s structure carefully. For example, how can you set out the pages so a shopper can get to where they want in seconds?

If there is a lot of duplication, if Googlebot has to read a lot of pages that sell or say similar things, well, you could be doing two things: wasting your crawl budget and causing canalisalition issues.

This basically means the pages are being cannibalised, meaning two pages are so similar that Google doesn’t know which to rank.

Therefore, it places the two pages lower, and perhaps a competitor higher. Therefore, all web designers and SEO consultants should consider the site structure. Remove any duplication and set the more frequently sold products higher up on the menu.
Also, review the blog posts and create a content calendar so you don’t repeat the same topics over and over, like a dripping tap!

What is a robots.txt file?

It’s a good idea to set up what is called a “robot.txt” file- what this basically can set out, a bit like a shopping list, is which pages should get indexed or not indexed.

This basically means, which pages does the business want to appear in Google’s results?

If the page is, say, a page which you don’t want to appear, let’s say, for example, it’s the terms and conditions, you may want that page on your website, but not for it to be indexed.

Therefore, web developers may set up a no-index instruction and add it to the robots.txt file.

The reason this is so important is simple: if a no-index instruction isn’t added to the page, the company’s “terms and conditions” page will keep getting crawled and indexed over and over again.

Since this page isn’t selling anything, you might want it to appear in Google’s results. Therefore, if Googlebot is crawling and indexing this page daily, it’s wasting your business’s crawl budget.

That crawl budget could be better spent, for example, crawling and indexing a new blog post that your business has just written. That 3,000-word mammoth article that your marketing team has just written!

What is a sitemap?

A sitemap, well, that’s essential for every type of business, no matter if you sell 10,000 different product lines or you have a brochure website with just 7 pages.

A sitemap details all the pages on your website. Now, your thinking: well, why is that even needed if the website is live?

Well, it just makes Googlebot’s job a lot easier; it simplifies its crawl and index of a set of links. It therefore helps Googlebot discover new pages and know which pages to index.

Again, this can help improve the company’s crawl budget by actively telling Google which pages you want crawled.

Site speed

Now there really isn’t any reason not to use the Google PageSpeed Insights tool, because, well, it’s free from Google.

What can happen is that a website looks great but loads really, really slowly.

This means that if the page is slow to load, well, it’s going to cause a poor user experience. This is a rather nice way of saying, “Well, it’s going to frustrate a customer.” Therefore, top web designers spend a lot of time making the website as fast as possible, because, well, this can dictate where the business is ranked in Google’s results.

Broken links, link equity and internal links

You could have a link-building team that is really good at what they do, so much so that they have links from some of the best websites in your business sector.

For example, let’s say you sell used cars, and the link-building team at your SEO agency has managed to get links from, say, Top Gear Magazine.

These are high-quality, relevant links, but what if the link breaks? Therefore, the link equity can’t be passed through, meaning it’s pretty much wasted.

Therefore, part of technical SEO is to check for broken links and use internal links to send link equity to other pages.

Does your business need help to improve its SEO?

If your business needs help improving its technical SEO, why not call us today?

Ryan C Walsh is an established SEO agency. We have over 11 years of experience helping Welsh businesses get to the top of Google.
Give us a call today.

2026/02/12 2026/02/12

How can we get our business to rank higher on Perplexity?

By Sarah Jones|Categories: Uncategorized|Tags: |Comments Off on How can we get our business to rank higher on Perplexity?

Introduction

The amount of AI search queries is increasing. Perplexity is one of the AI giants; as a result, many businesses are increasingly interested in improving their generative engine optimisation (GEO). Businesses, therefore, do not want to miss out on a slice of the AI search results.

For example, Perplexity mentions business citations in its answers; it’s been reported that a lot of the citations bear some resemblance to Google’s organic results. To therefore stand out in a crowded market you have to better optimise your business’s content marketing. This article is therefore concentrating on how you can increase the number of business citations your business receives from Perplexity and the other LLM’s such as ChatGPT.

What is Perplexity’s RAG system?

When you’re reading about generative engine optimisation and LLMs, another term will pops up time and time again. That, term is RAG, which stands for “retrieval-augmented generation”. The LLM’s use this system to generate answers to prompts typed by someone.

The RAG process has five distinct steps:

Query

The LLM understands the question beyond just keywords; therefore, it is believed that LLM’s have a semantic understanding of “entities” (Semantic SEO). For those who don’t know what entities mean, they can be events, celebrities, or products such as brands. An entity is, therefore, anything that is well-known.

Live Web Retrieval

It’s thought that the Perplexity can search for a relevant answer within a piece of content marketing that contains the answer to your specific question.

Snippet Extraction

It is then thought the Perplexity, and other LLMs can then pull out the most relevant answer from the text.

Answer Generation with Citations

The large language models, such as GPT can create a bespoke response in real time based on the information they extract from a businesses content marketing.

Conversational Refinement

Then, like most large language models, Perplexity uses the “query fanout technique”, which means you can ask follow-up questions and gain a much more precise answer.

How are citations changing search engine optimisation?

It used to be the case that businesses were competing for clicks in Google’s organic results.

While this is still very much the case, businesses now also want to gain citation clicks as well from the LLM’s. This therefore means ranking higher in LLM’s, such as ChatGPT, as well as Perplexity.

Google’s Organic Results and Perplexity

What has been mentioned a lot of SEO consultants should find extremely interesting, is that there is a close correlation and crossover between Google’s organic results and the citations that Perplexity mentions. This is good news for any SEO agency, because it means that if you work hard to improve your organic results, and produce high-quality content marketing (Google EEAT), you could gain more Perplexity citations in the process as well.

For example: a very well-written blog post by another SEO consultant noted that around 60% of the citations mentioned in Perplexity have a close correlation with the top 10 results in Google’s organic results.

How does Perplexity rank content?

Perplexity ranks contents in the following ways

Domain Authority (DA)

Perplexity organises search results using various ranking factors; domain authority or DA is one of the major ones. For example, how many quality backlinks ultimately determines where many businesses end up in Google organic search results.

However, it is also thought that domain authority that determines the trustworthiness of say a blog post, has a bearing on how Perplexity also ranks the content.

Freshness

A lot of agencies will fully appreciate, but for a long time, Google’s algorithm has preferred to rank content marketing higher that is more up-to-date and fresh. Many SEO experts think the same in terms of how Perplexity works: it evaluates the recency and freshness of the content marketing– therefore often citing pages which are more up to date. This is why it’s so important to include the date of when the work was first published, as well as the date the work was last updated.

Good page structure matters

This is a point we found particularly interesting, in that it requires a good on-page SEO and structure for the work to be cited by Perplexity. It also worth knowing that, in the first paragraph, many experts believe it’s important to convey the article’s main purpose, in terms of what its discussing.
It is also thought that the work should be split into sections with headings to address the content marketing in chunks.

FAQ style content

We have found that, for a long time, especially in organic search engine optimisation, it’s a good idea to write content marketing copy using a conversational tone. This means writing questions and answers and keeping the work to the point.

However, there is also the argument that AI, LLMs, that’s large language models, like content marketing, to be split into headings and answers. This means that the answer can be extracted more simply from the content marketing.

Quality is still key.

What’s great to hear, from many marketing experts around the world, is that there are strong crossovers between high-quality content marketing with a high EEAT score and work cited in the LLMs.

Therefore, if you’re writing, say, 2000 words plus blog posts, you’re wondering whether it’s worth the effort; it most definitely is, because large language models can also cite this work.

Backed up by statistics and supporting evidence

Here’s another area where we believe there is a strong crossover between organic search engine optimisation and optimising for Perplexity.

That is in the top-ranking content on Google and what is also cited by Perplexity; it often written work where a lot of statistical data is mentioned, and reinforced with outbound links. Therefore, if you want to improve your chances of being cited as a business within Perplexity, it is often a good idea to quote reliable statistics and facts to reinforce your work.

Author bios
It’s really important to make it clear when writing content marketing who the author of the work is.
For example, an important part of Google’s EEAT, is that the author of the work shows their an absolute expert in terms of what they are writing about.

Therefore, it just stands to reason that if the LLM starts to use semantic SEO, it will understand the actual author of the work and their expertise in terms of what they are talking about.,

Therefore, again, it’s important to cite the author within the content marketing itself.

Outbound links

Its important to mention authoritative sources, you should therefore cite other people who have helped or influenced how content marketing is written. We believe when this is done right it can large impact on your business, and how often your brand is cited as a citation within Perplexity.

This is a point we mentioned earlier; however, it’s important to note that the outbound links should be highly relevant and from authoritative sources.

Schema markup

It is thought to boost your visibility in LLMS you should add schema to your website. Schema is a form of structured language; it makes sense that LLMs would use this format to understand content marketing better.

Scannable content

Just as a reader thinks about how to read a page quickly, the LLMs prefer scannable content that they can quickly extract an answer from.

As example mentioned by leading SEO consultants is the use of HTML comparison tables, with statistical data, or just simple straight forwards answers, it lets the data to be easily read by bots and people, therefore making the information easier to cited by the AI systems.

This means that if the information is better organised into bullet points and numbered lists, and the headings are clearly split on the page, the work is more scannable and therefore to be mentioned.

Last updated.

It’s clear that LLMs, such as Perplexity, prefer to mention and cite up-to-date site information.

Promote your content marketing when it gets published

Some SEO agencies widely cite the idea that when you publish a new piece of content marketing, you should shout about it from the rooftops. This means that if you promote on social media and it gets more clicks, the content will be cited more often within the LLM, such as Perplexity.

Key takeaways

Content marketing structure

To increase your business’s citations, we recommend writing content with question-based headings and answers.

Also, write the information as if you’re talking to an actual person, offering helpful advice. Also, within the first paragraphs, make it absolutely clear what the content marketing is about and who it’s aimed at helping. This is widely thought to be the case: this work is cited more often by the LLM’s.

Add structured data

Work with your web designers and web development team to add structured data.

How Ryan Christopher Walsh can help:

In essence, the main way to increase a business’s visibility, whether locally, nationally, or internationally, is to focus on publishing quality content marketing. If you focus on SEO best practices, this can improve your organic search engine optimisation and make content marketing more visible on platforms such as ChatGPT and Grok, which Elon Musk owns.

Therefore, it all boils down to offering helpful, well-researched answers. We hope this article has provided you with some food for thought on how to improve your GEO and SEO.

If you require further help improving your organic search engine optimisation, Ryan Christopher Walsh is an agency in the Cardiff area with well over 10 years’ experience. Even though generative engine optimisation and LLMs are a relatively new concept, it still boils down to producing quality work and understanding white hat practices.

Ryan Christopher Walsh is one of the leading SEO consultants in Cardiff. He advises and consults with businesses and offers fixed-price monthly packages.

If you would like a free quote, why not contact our team today?

2026/01/30 2026/01/30

What are Google’s E-E-A-T Guidelines, and how does this impact SEO?

By Sarah Jones|Categories: Uncategorized|Tags: |Comments Off on What are Google’s E-E-A-T Guidelines, and how does this impact SEO?

If you’re thinking about having a bash at improving your business’s SEO, well, you’ve probably read it a million times that good-quality links and content marketing matter.

That’s true- they are the backbone of search engine optimisation.

However, quality is important. How does Google assess content quality through Google E-E-A-T?

So, if you’ve decided you want to get your business to the top of Google in 2026, then this is a really good place to start. Within this article, we will discuss what Google EEAT is, how to implement it, plus why its now such a crucial aspect of SEO.

Author: Ryan Christopher Walsh
Date: 30.01.2026
Subject: Google E-E-A-T | Content Marketing

Google EEAT stands for “Experience, Expertise, Authoritativeness, and Trustworthiness”.

EEAT nothing new, it’s been around for over 10 years now. The Search Quality Rater Guidelines were first brought into existence back in 2014 . However its not something many agencies write long winded articles about. The reason is, people and agencies like quick fixes, building links, adding schema and making sure NAP is all accurate.

However, as we will come onto EEAT is more, well intangible, and it basically works out how well written the content marketing. It also gets to heart of the work, and deciphers, well does the author know what their talking about? Or is this just another 1,000 words of absolute marketing waffle?

Google added an E in 2022

In 2022 Google lobbed on another E to its EAT acronym. The E should for experience, where Googlebot and the algorithm basically wanted to workout, well does the author have experience of what they are talking about? If there talking about how to fix a leaking tap, well are they a plumber? Do they really know what they are talking about.

2022 and Google’s Helpful Content Update

It was back in 2022 that Google introduced the Google Helpful Content Update. This was a really significant update, basically, in a nutshell it wanted to work out whether the work your business is publishing is useful and helpful to the reader.

Now, you might be scratching your head thinking, well why wouldn’t the written work added by a business be anything other than useful?

Well, because a lot of businesses spam Google, they “game the system”- so many SEO consultants would “keyword stuff”. This basically means if you sell a brand of say Nike Trainer instead of explaining the benefits of that product, the retailer may try and write the product name a lot.

If you write keywords a lot, or excessively, then this can be deemed as keyword stuffing. That keyword stuffing, well its going tell Google and Google EEAT that the page has been keyword stuffed.

Google EEAT- lets break it down and explain each element

Experience

Has the person who’s written the content got a good idea and grasp of the topic they are writing about?

Or are they, well to word it politely, winging it?

Experience therefore means your writing an in-depth article, a lot of areas are covered, good on-page SEO tactics split the sections of the page up.

Then you can add the authors name at the top, a bottom bio and then push the boat out and link to the authors LinkedIn profile. For example, if the LinkedIn show’s you’ve been to Cambridge University to study architecture, and your article is about architecture, well this is pretty big sign to Google that you have experience on what your talking about.

Expertise

Okay, so sometimes you might have experience with something, but it doesn’t mean you’re an expert on the subject. For example, you might have driven an M3 BMW around Silverstone once, but that doesn’t make you a touring car champion.

Therefore showing that you’re an expert on what you are talking about, that’s important. Therefore when your writing, or “crafting” your content marketing, as some SEO agencies refer to the process as, well show you’re an expert on the subject.

Just don’t get so technical that a shopper to your website hasn’t a clue what your talking about! Otherwise the bounce rate, well that’s going to soar. You need to show you’re an expert on what your writing about, without alienating the reader- trust us, that’s a hard line to follow.

Authoritativeness

So, authority is really hard to prove, however, if you were to ask our agency how we would demonstrate this, we would say the following:

– Gain backlinks from high-authority websites (websites with high DA score)
– Gain mentions on industry leading publications, so if you’re a solicitor, get cited on say Solicitors Journal
– Keep your LinkedIn up to date

Trustworthiness

Trustworthiness, to satisfy this means doing a lot of work. For example, the website needs to be secure, so think about implementing HTTPS.

Then add business contact information, such as address, phone numbers etc. Also keep a Google Business profile up to date.

Do you have privacy policies, refund policies, do you make it clear who owns the business? Who is writing say the blog posts? All this is read by Googlebot to work out your businesses trustworthiness.

We forgot to mention, business reviews, what better way to improve your businesses Google EEAT score, than a whole bunch of super positive business reviews from your many happy customers.

Is it worth having a read of the Search Quality Evaluator Guidelines?

Reading this whooping 176 page document can provide you with all you need to know about Google EEAT.
It simply sets out the advice of the Search Quality Raters, and what they look for when working out whether a page offers helpful advice or not.

So, if your in need of some light reading, on a wet and cold winters night, why not have a flip through Search Quality Evaluator Guidelines.

Why businesses need to take notice of EEAT

For donkeys years, businesses of all sizes did try to game Google’s algorithm.

From spun content, through to buying a ton of backlinks for something silly like £20.00.

All a waste of time, that’s because Google introduced one after the other of Google updates which well, removed spammy pages from its index.

We had the Google Panda update, then Penguin, and countless other spam-fighting Google algorithm updates.

Now things have all been combined into Google EEAT which basically lays out as clear as day what Google wants. It doesn’t want spam, it doesn’t want pages which don’t offer much information, Google wants helpful pages written by authors who know what they are talking about.

Sock it to me, is EEAT a ranking factor?

Here’s how we look at it, when you take your car in for its MOT inspection, the inspector will go though the various parts of the car one by one.

However, before the car gets placed on the ramp, well the MOT inspector knows in a split second whether its been well maintained, or if its an absolute rust bucket.

Well this is the same with a businesses SEO, if the ranking factors are good, then this is obviously good for the businesses organic search engine optimisation. However, if the content overall is really good, superb, really well written, then overall the Google EEAT score across the pages will be high. Therefore, Google’s algorithm does go very granular, and checks the quality of links etc. However, its also looking at the content marketing on a page by page level and the entire site, to make a judgement to say, well is this website any good? Is it well written quality advice being offered here?

Go back and fix pages

In order to improve your businesses search engine optimisation, well, sometimes we need to go into reverse gear.
By reverse gear we mean reviewing old pages and blog posts, therefore an experienced SEO consultant needs to ask questions such as:

– Is this page content thin?
– Is the information outdated?
– Is the work duplicated?
– Is it written by AI?
– Could the page be improved to improve the Google EEAT score?

Google’s Search Quality Rater Guidelines

Its worth taking the time to appreciate that all of the SEO work you implement should be white hat. If its not, then don’t do it, because, you will be slapped by a Google Algorithmic update if the work is not white hat. To ensure your white hat, well do have a good read of Google’s

Express your own opinion

We would say this is key, too often content marketing published by various businesses is well, much of the same.
A bit boring.

Then step into Google’s shoes, how does Google’s algorithm know where to rank a page if its just another 2,000 words of similar text to what all the other businesses are writing about?

So don’t be afraid to be different, if you have experts in your company, whether they know their stuff about classic cars, designer shoes, or the latest smart watch, get their input so that you can write content marketing that expresses their opinions and expertise. This can help to improve your Google EEAT score, if you show that your content marketing is written by experts and that your company has a lot of them.

What are the key takeaways to improving a business’s Google EEAT?

Author bio

Have an about us page, add your key staff. Then if they write a blog post, add their name, link back to their about us page.

LinkedIn

Add to the staff members about us page, a link to their Linkedin. This helps Google’s algorithm to understand who the author is, what their qualification are and their employment experience.

Well written pages

Okay, so this is the main part of Google EEAT, that is, make sure the written work is really good.

Put in your very best effort when your writing your written work for your blog posts, then if you show you have more experience and expertise on what your writing about, more than most businesses who have also published pages on the same topic, well you will rank higher if your work is deemed as more detailed.

Hire us

Here at Ryan C Walsh we are one of the longest running SEO agencies in Wales.
For a no obligation quote, why not give us a quick call today?

2025/12/11 2025/12/11

How can breadcrumbs be used to improve a business’s SEO?

By Sarah Jones|Categories: Uncategorized|Tags: |Comments Off on How can breadcrumbs be used to improve a business’s SEO?

Author: Ryan Christopher Walsh
Date: 11.12.2025

What are breadcrumbs?

Breadcrumbs are simply allow an additional way for a shopper to navigate a website. Breadcrumb navigation is especially used on large e-commerce websites, where many products might be viewed, allowing the customer to simply go back to previously viewed pages without having to re-enter the websites main navigation.

Why do breadcrumbs matter for SEO?

Breadcrumbs wont make a huge difference to where your website ranks on Google by themselves. So, therefore you might be wondering, well if breadcrumbs don’t affect rankings, why bother implementing this work?

Well, it can be said that breadcrumbs when implemented correctly can help your website in two main ways: those are improving the U.X but also helping Googlebot.

Googlebot

Googlebot can crawl and index the links, meaning that the page can get found more easily by Google.

U.X

If you have ever been on an e-commerce website for a very long period, well, you most likely have viewed a huge number of products. Perhaps hundreds, its too easy for a shopper to get tired, then want to leave the website because they cant get to the product they want.

However, breadcrumb navigation makes it that much more simpler, that much better to simply get back to a product you once viewed. For example, it could have been a handbag you really like it. Yet, you wanted to browse some more items before committing to that purchase, well by using breadcrumb navigation, it makes it simpler to go back and to simply take another look at an item you had wanted to purchase.

Internal links and Googlebot

For those that truly know how Google’s algorithm works, they will simply know that Google uses a automated bot, called simply “Googlebot”.

Its Googlebot’s job to crawl and index pages. However Google does this depends on the crawl budget that has been assigned to your company website. However, the more important websites they are assigned a higher crawl budget, which just simply means that Google checks for changes, edits, website design alterations that may have occurred. If the content marketing, that’s the text, if that changes then Googlebot will crawl and indexed it, then replicated the new page into its index.

Now, with breadcrumbs, what these allow is for you to add more internal links onto your website.

Not only is the customer able to better know where they are on your e-commerce website, but also the search engines, such as Google will know where that page is on your e-commerce website.

For example, you might sell luxury cars, if the breadcrumb navigation, says “Rolls Royce” then the next breadcrumb navigation says “phantom” – then it will be apparent that your on that particular model of luxury car. The internals links can therefore be followed by Googlebot and it helps them to know the structure of the website, for example, that you sell luxury and sports cars, that might be clear from the homepage. Then the sub pages, it clear you sell a range of Rolls Royce luxury cars and you also stock the Phantom range of Rolls Royce’s as well.

Its all about improving the U.X

You know you walk into a luxury hotel, well the hotel makes it a piece of cake to enjoy your stay and it’s a very nice place to be.
Well, you should apply this logic when building your e-commerce website, make it a great place for shoppers to purchase goods from you. Make it easy to navigate, make it a great place for shoppers to select the right products, with well written content marketing such as product descriptions to help the shopper to make a decision on whether that item is for them.

Bounce rates

If you help a shopper to locate the product they want, perhaps through the main navigation being well designed, and going the extra mile by adding breadcrumb navigation, then you can help keep shoppers on your website for longer.

No matter what type of business you run, if you want to improve your businesses search engine optimisation, then the SEO company should be looking to improve dwell times, plus working really hard to decrease bounce rates. Our agency writes and creates some of the very best content marketing, which has an extremely high dwell times, low bounce rates, and always is written with Google EEAT in mind.

Sticky

It used by the case that marketing agencies used to refer to making their websites, or their clients websites “sticky”.

What they actually meant by this is what is important, whats crucial to really improve that dwell time. Google uses “RankBrain” and this powered by AI, what it is doing is monitoring, how long are shoppers are spending on the website.

Are there different types of breadcrumb navigation?

Yes, there is, there is, there’s “hierarchy-based breadcrumbs”- there is also “attribute based breadcrumbs” as well. Both are a type of breadcrumbs that are widely used on a number of e-commerce type websites. When you talk to any really good web designer, that understands how to improve the U.X of a company website, they will you that the design of navigation, such as the main menus and the breadcrumbs are very important.

There are also path based breadcrumbs as well. So therefore the large online retailers, they often use these breadcrumbs and they be very useful.

How should breadcrumbs be added to a website?

Make them clearly visible, its important in terms of bread crumb navigation, that the navigation can be clearly seen by the shopper. This way when there browsing products, if they did want to go back and visit a previous item they have looked at, the breadcrumb navigation makes that really simple to do.

Also do consider your other ways that you could improve the on-page SEO such as

Product schema

We are an SEO agency that can add schema to your website. There is also the possibility of adding breadcrumb schema as something your digital marketing agency can do. In terms of schema, our business also works with a lot of companies that want improve their local search engine optimisation. Its important to think about improving the U.X factors, such as adding breadcrumbs, but also its important to think about adding schema as well.

Well designed main menu

There’s no point in investing into adding breadcrumbs, unless the main menu is really well designed. Therefore when we work with clients, we choose WordPress websites that offer good breadcrumb navigation, but also good main menu design as well.

How our company can help

Who are Ryan C Walsh Marketing?

We are a marketing company based in the city of Cardiff. We have been helping businesses to improve their local search engine optimisation for over 11 years.

We are one of the best, if the best set of SEO consultants.

For a no obligation quote, do call us today.

2025/12/08 2025/12/08

Will AI (Artificial Intelligence) replace SEO?

By Sarah Jones|Categories: Uncategorized|Tags: |Comments Off on Will AI (Artificial Intelligence) replace SEO?

Written by: Ryan Christopher Walsh

Date: 08/12/2025

There are now a tremendous number of AI platforms out there- ChatGPT, Perplexity and Google’s own Gemini, to name just a few. Now, what this has is many businesses, from marketing directors, right through to even some SEO consultants, thinking, well, is this like when the screen presented “Game Over” on a Sega Mega Drive?

Does that mean SEO is gradually fading out and, in fact, being replaced by a faster, better, more technologically advanced machine?
Smaller market share

Now, any SEO agency stating that in their crystal ball, they can see that AI will take over, well, that’s just their prediction. As a matter of fact, they haven’t got anything to back that presumption up. Because the truth of the matter is, only time will tell.

However, for now, it has been reported that on high-quality websites, ChatGPT accounts for about 4.33% of the traditional search market.

Therefore, it could be argued that Google remains dominant, and that digital marketing agencies should still be optimising for conventional organic SEO. This means SEO agencies should still focus on optimising the website for the 200+ ranking factors, which remain very important.

Google

It has also been widely reported that Google still makes billions from search advertising. Therefore, Google needs various marketing companies and companies publishing their own content marketing that they have written themselves and created to help keep Google’s revenue stream. Thus, people use Google, and it’s still the world’s biggest search engine for a good reason: it’s simply very good at answering exact questions.

Therefore, even if the big AI platforms such as ChatGPT nibble at market share, you do have to consider that the global market and the number of users in each country, in the U.K., are still colossal. The point we are trying to make is clear; it’s still most definitely worth optimising your website for traditional SEO. However, you also have to think about the future and optimise for AI platforms.

Doing the heavy lifting

There is a term that’s widely used now to describe how AI works: it can help carry out some of the tasks described as brain-draining. That is, you could use your AI platforms for some content marketing title suggestions.

Why not also consider using AI to give you a sense of some of the subtitles you could use? This can often jump-start the human creativity needed to write content marketing. However, if you were to ask our agency, well, should you let the robots, that’s the AI platforms completely write the content marketing for you, we would say a resounding and rather loud No!

The reason is that you need to use AI to handle mundane tasks, such as brainstorming blog post ideas. However, it should be used to write your business’s content marketing, because you should still create this yourself; don’t use AI.

The reason is that you want your business to rank high organically on Google, but you still need to demonstrate that a real human wrote the content. The work has a high Google EEAT score. The work, therefore, needs to be written by a real human. Built into Google’s complex algorithms is an AI-detection method; if the written work is not original, it won’t rank as high.

So, will AI replace SEO or not?

Well, we don’t think so, not just yet anyway. But allow us to explain why we think that:

Google is still used world wide by billons of people

Google is simply very good at what it does. People all over the world, from South Wales through to Alaska use Google because it just helps you find the products or the services that you need in the blink of an eye.

Now, what our marketing agency thinks, is that because Google is so popular, and because shoppers have got used to using it for such a long period of time, Google now has such as loyal following.

So, sure Google will use its own AI in the organic search results, known as Google AI Overviews- but will there be a seismic shift over to using

AI platforms, well we don’t think so. We think that there will always be a loyal mass of shoppers who will always use Google

The main reason we think is, no matter how good AI becomes, what you have to think about is the decades that Google has been perfecting and improving its Google algorithm. Which is now a masterpiece of algorithmic engineering, in that it is so good, at filtering spam, and understanding what shoppers want to buy. Therefore because Google’s algorithm is such a masterpiece, we cant see shoppers ditching it for

AI because its so good at what it does.

Then on the other side of the coin Google also needs marketing agencies and businesses to keep publishing content marketing that is top quality. The reason is, shoppers are reliant on this information to help them find the right product.

For example, somebody with high energy bills, well they may want to start buying items such as energy efficient A-rated washing machines.

Therefore if an electrical retailer, if they publish a guide for 2026- detailing the most energy efficient washing machines, well this going be a guide that could be read hundreds of thousands, if not millions of times.

Therefore, its only after reading such a comprehensive, guide that the shopper will know exactly what model washing machine they should be buying. Therefore, its up to us marketing companies to keep pushing helpful information for shoppers. The work should have a very high Google EEAT score and therefore helps bringing shoppers to the blog section, where you can then use on-page seo, such as descriptive anchor text and internal links, to then send the shopper to the various products that you.

Is SEO dead?

We would say most definitely not. Whether your optimising for LLM’s or for Google- its still important to write good quality content marketing. Now actually the LLM’s such as ChatGPT actually present an opportunity for businesses that were once improving their businesses search engine optimisation. The reason is, if the written work is good quality, it could actually rank on the first page of Google but also, as added bonus, the text could be cited as a citation in the LLM’s as well such as on ChatGPT.

Will ChatGPT replace Google?

Well any company answering that is simply speculating because no body knows what the future holds in terms of SEO. However, what we think will happen, which is just an assumption based on huge amount of experience in digital marketing, is that businesses will simply start to optimise for the LLM’s and SEO, and that businesses will therefore diversify where they get their customers from.
For those businesses which are already ahead of the curve, they will be doing that already.

Rank Fiskin, a very well-known celebrity in SEO, because he used to do the White Board Fridays on Moz, he has stated that Chat GPT owns about 4.33% of the market share in traditional searches. This is why we tell our clients, sure do optimise for the LLM’s but also keep also working hard on optimising for Google as well.

What about copywriters- what will happen to them?

In terms of copywriters, there’s been a huge amount of conversation that copywriters wont be needed anymore. The reason why this conversation gained so much popularity was that it was thought that AI can do all of the writing. However, your really highly experienced SEO consultants, those that truly know how Google’s SEO algorithm works, well they know the work needs to have a high Google EEAT score.

For the work to have a high Google EEAT score, it must be written by somebody who has real experience and expertise in what they are talking about. Therefore, the work often cites real life experience. Such as it could be something as simple as explaining how to change a bike tyre, when it has run flat. Now AI could tell you how to do this, but a real bike rider who experience of this problem, may tell you for example, to wash the tyre look for say a thorn that entered the rubber.

Now this extra layer of detail, which really shows, that the author has real experience in terms of what they are talking about. Google’s algorithms will pick up on this, and know that the work has been written by somebody in Cardiff that really knows about mountain biking for example, because they are giving that bit extra detail. This means that the work will be helpful, so the Google Helpful Content update is going to rank the content marketing that bit higher. Also because the author has added more detail, shows they are an expert on say that subject, such as fixing the bike tyre so the Google EEAT score will be higher.

SEO is not dead its just adapting.

As any good top SEO agency in the city of Cardiff will know, search engine optimisation is always going through some type of change.

Therefore, you have to adapt or become outdated.

This is why here at our agency we are writing some the best content marketing for clients. We are are one of the best agencies in Wales. If your business wants to make more sales, come to us, we are one of best SEO companies in the U.K.

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