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A field guide to search engine optimisation for people who run real businesses: how a search engine decides who ranks, what actually moves the needle, and a practical plan for doing the work with Claude.

It exists because SEO is sold as magic or trickery. It is neither — it's the discipline of being the clearest, fastest, most trustworthy answer to a question someone is already typing.

What to take from it: you don't trick a search engine into ranking you. You make the right answer obvious — to people first, and then to the machine.