SEO Playbook · 20 pages · Free
The SEO Playbook
How search engines rank pages, and what to do about it. Rebuilt for a results page that now includes an AI answer.
What's inside
17 chapters · 20 pages · ~15 minutes to read
What SEO is
How Google decides who gets the click
Experience, expertise, authority, trust
Keywords are not topics
Keyword research: finding the words
Keyword research: choosing and mapping
On-page: the anatomy of a page
On-page: titles, descriptions, headings
On-page: links, media, structured data
The technical floor
Pruning and de-optimisation
Backlinks
Measuring what matters
What changed: the AI answer
Results: what this looks like in practice
Quick wins for the next 30 days
Worksheet: keyword mapping sheet
Built for
Marketing leads who want to own seo.
- ✓Founders and owners who are accountable for the website
- ✓Marketing leads briefing an agency or an in-house SEO
- ✓Anyone whose rankings are holding but whose traffic is falling
Real results from this framework
“Two things rank a page: its structure, and who links to it. Everything in this book is one of those two things, or a way to measure them.”
— Mojo Dojo client, name withheld on request
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