Lesson 1: The three faces of SEO
Overview
Once upon a time, Search Engine Optimisation (SEO) was all about ranking #1 on Google. That was the golden goose, the holy grail, the…. Well whatever makes your eyes sparkle with desire, that was it.
Today things have shifted and there are three main ways your business can be discovered in search:
- Traditional SEO – how search engines index and rank websites based on relevance, quality, and usability.
- Local Search – how Google shows nearby businesses and services in map and location-based results.
- GEO (Generative Engine Optimisation) – how AI tools such as ChatGPT, Gemini, Copilot, and Perplexity read, summarise, and recommend online content.
These are like waves on the seashore: they are constantly shifting and overlapping.
But the same good habits support all three: clear writing, accurate information, and trustworthy content.
Example
If someone searches “eco-friendly candles”:
- Traditional SEO decides which online shops appear first in Google.
- Local Search shows the closest candle shops on Google Maps.
- GEO tools might generate a paragraph suggesting where to buy eco-friendly candles and could mention a business by name if its website is well-written and easy to interpret.
Key ideas
SEO is one conversation happening in three different places.
Good communication makes you visible everywhere.
Practical task
Search for your main product or service in both Google and ChatGPT / Copilot / Gemini (or another AI tool). Note down:
- What appears first.
- Whether your business is mentioned.
- How the information differs.
You’ll revisit these notes later in the course to measure progress.
Lesson 2: How search engines work (without the tech talk)
Overview
Search engines are matchmakers. Their job is to connect people’s questions with the best possible answers. If they don’t get the right answers, fast, then they’re going to start losing people.
Here’s what happens:
- Crawling – search engines explore websites by following links.
- Indexing – they store what they find in a huge library, organised by topic.
- Ranking – when someone searches, the engine shows the most relevant and reliable pages first.
Google doesn’t read like a person; it scans headings, words, and links to understand meaning. Clarity and structure help it find context quickly.
Example
An About page that begins with “We’ve been making handmade pottery since 2012” is instantly clear.
An opening line such as “Welcome to our creative world” leaves Google guessing what the site is about.
Key idea
The clearer your language, the easier it is for both people and search engines to understand you.
Practical task
Open the about page on your own website and read the first two sentences.
- Would a new visitor know what you do?
- Would Google?
If you can’t answer “yes” to those two questions, rewrite those opening lines to make your focus obvious.
Lesson 3: How AI is changing search
Overview
Unless you’ve had your head in a bubble, you’ll certainly have noticed that AI tools are changing the way people discover information. Instead of listing websites, they create written answers by summarising content from many sources.
This means your business might be summarised rather than clicked. This means accuracy and clarity matter more than ever.
Key points
- AI tools prefer well-structured content: headings, lists, FAQs, and factual statements.
- They rely on consistent, trustworthy information that matches what other reliable sources say.
- They need context about who you are so they can describe you correctly.
Example
Ask ChatGPT “Who sells handmade soap in the UK?”
It will return a short answer featuring several brands. Businesses with up-to-date, descriptive product pages and clear business information are the ones most likely to be included.
Practical task
Ask an AI tool to summarise your business or main service.
- Is the description accurate?
- What could you clarify on your website to improve how you are represented?
Keep your notes for Module 4 on GEO.
Lesson 4: SEO as communication, not trickery
Overview
SEO is often portrayed as a game of shortcuts or technical hacks, but, at its heart, it’s simply communication. The goal is to help both people and search engines understand exactly what you do.
Every strong website answers three questions clearly:
- Who are you?
- What do you offer?
- Why should someone trust you?
When those answers appear plainly on every page, SEO begins to take care of itself.
Example
A sentence such as “We design custom jewellery in Brighton for weddings and special gifts” communicates product, location, and purpose instantly.
Key idea
Write for humans first, then tidy for search engines.Authenticity always beats over-optimisation.
Practical task
Write one short sentence that sums up your business.
Keep it under fifteen words and include your location if relevant.
You can reuse this as a tagline or opening line for your Home page.
Module summary
And that’s a wrap for The Three Faces of SEO. You should now:
- Understand the three ways your website can be discovered: Traditional SEO, Local Search, and GEO.
- Know how search engines and AI tools read and summarise content.
- Recognise that SEO is about clarity and trust, not code or complexity.
- Have taken your first step by checking how your site appears in search and AI results.
If SEO once felt like a mysterious unknown country… well now you have the map! From here, it’s about simple, steady improvements that make your business easier to find.
If you’re not sure how to interpret your search or AI results, bring your notes to the next Support+ session and we’ll look through them together.