seo

Where the work actually changes. This lesson covers a content pipeline built so claims stay grounded, personalisation and where its returns stop, what changed about search when answers replaced links, creative testing done properly, and the customer research synthesis that is quietly the highest-value use in the function.

Search is shifting from a list of links to a written answer, and a large and rising share of searches now end without a click. Learn what changes when an AI writes the answer, why 'being cited is the new ranking', how generative engine optimization differs from classic SEO, and which parts of search are genuinely new versus the same old mechanics with a new surface.

Thousands of pages match your query; the engine picks ten and orders them. Learn the four questions ranking answers, why links became a proxy for trust, what PageRank actually measured, how the query itself is interpreted before anything is scored, and why chasing individual ranking factors is the wrong mental model.

Before a search engine can rank a page it has to discover it, fetch it, understand it, and store it, and most of the web never makes it through. Learn how crawlers find pages, why a crawl budget means not everything gets visited, what indexing actually stores, why JavaScript makes a page harder to read, and the difference between crawled, indexed, and ranked.

Next.js 15 App Router: page/layout/loading/error files, nested layouts, dynamic and catch-all segments, route groups, parallel routes, and the Metadata API for SEO — with the file tree as a diagram.

How CEXs ship and rank thousands of asset, pair, and conversion pages without tripping Google's thin-content filters. Templates, canonicalization, crawl-budget control, and the quality metrics that catch problems before they bury your domain.

How SEO actually works in the crypto vertical: YMYL, the paid-search ban fallout, jurisdictional content, schema for asset pages, and the unusual link economy you have to navigate.

How AI engines decide which crypto sources to cite, and the on-page patterns that earn those citations. Aimed at SEOs who already do classical optimization and want the cross-over playbook for ChatGPT, Perplexity, and Google AI Overviews.

A working model of crypto for people who already write the content but have never actually used the product. Just enough blockchain, wallets, and exchange mechanics to stop guessing on the brief.

A pattern library for the single highest-leverage page on a centralized exchange: the asset / coin page. Anatomy, schema stack, internal-linking model, and the GEO additions that turn it into a citation magnet.