Tech SEO & AI Audits
The one with Nikki Halliwell
What we talked about
- Acronym fatigue: GEO, AEO, search everywhere optimization
- Reassuring stakeholders about AI with the VISIBLE framework
- Tracking LLM visibility and tool limitations
- DIY LLM tracking with GA4 and Looker Studio
- Manual testing in technical SEO audits
- UX/UI QA as part of SEO
- Running a newsletter (Tech SEO Tips)
- Starting local events (Tech SEO North)
- Advice for new SEOs
- Getting buy-in for technical SEO
- Handling disagreement with data
The questions we dug into
Q1What's your workflow and opinion on AI search / GEO?
It's still SEO under a new label, popularized by LinkedIn influencers. Visibility in ChatGPT and other LLMs comes from doing the basics well: crawlable, accessible, helpful content and reputable backlinks. Structured data 'doesn't do any harm'.
Asked by Nik · answered by Nikki Halliwell
Q2How do you handle stakeholders asking about your AI approach?
With a framework called VISIBLE: Visible content, Intent mapping, Structured data, Informational hubs, Brand authority, Leveraging first-party data, Evaluating exposure. Showing it's already part of the strategy reassures stakeholders and gives them something to share internally.
Asked by Sara · answered by Nikki Halliwell
Q3Can businesses justify buying GEO instead of SEO?
No. It can't be properly tracked — GA4 referral traffic is minimal and no tool is trustworthy as a source of truth. Every user's path to an answer differs, so she wouldn't sell it as a standalone service.
Asked by Nik · answered by Nikki Halliwell
Q4Do you need to pay for an LLM visibility tracking tool?
Not necessarily. Sara says an SEO can build a basic tracker with a Python script or automation. Nik's agency uses free GA4 referral tracking plus Looker Studio; paid tools can't track prompts either.
Asked by Sara · answered by Sara & Nik
Q5Has your audit workflow changed for LLMs?
Not much — a few wording tweaks, no dedicated LLM section. The first step is always to click around the site as a user: can you check out or submit an inquiry? She once found a mobile chatbot icon covering the payment button on a common iPhone size.
Asked by Nik · answered by Nikki Halliwell
Q6Any tips on manual testing in audits?
Look at the website before any tool. A one-click tool export isn't an audit — context, experience and human analysis make it actionable.
Asked by Sara · answered by Nikki Halliwell
Q7How did you start your newsletter and where do you get inspiration?
It grew from weekly 'Tech SEO Tuesdays' posts on LinkedIn/Twitter started in 2021 into the Tech SEO Tips newsletter, which expands that week's tip. Inspiration comes from LinkedIn posts, events, talks, colleagues and client questions — it doesn't need to be brand new, just useful.
Asked by Sara & Nik · answered by Nikki Halliwell
Q8Why did you start Tech SEO North events and how have they gone?
Most UK events are in London or Brighton and travel from Manchester is expensive. Tech SEO North runs 3–4 in-person events a year in northern UK cities plus webinars, giving first-time speakers a platform. The three events held so far have all been well attended; the goal is value, not size.
Asked by Nik · answered by Nikki Halliwell
Q9What advice do you have for success in SEO today?
Ask questions — DM people, ask colleagues. Early in your career, work around people (office or co-working). Go to events, watch webinars, and take courses for skills, not certificates.
Asked by Nik · answered by Nikki Halliwell
Q10How do you explain the value of technical SEO after the Core Web Vitals backlash?
The best content and links are worthless if the site isn't accessible or discoverable. Technical SEO is like a mechanic for your car — always on, always monitoring.
Asked by Nik · answered by Nikki Halliwell
Q11How do you handle stakeholders who disagree with your recommendations?
Challenge with data: ask why and what data supports their view, share yours, and meet in the middle. Tie recommendations to the shared goal; it shouldn't be personal.
Asked by Nik · answered by Nikki Halliwell
Lines that stuck with us
- Nikki: 'Whatever you call it, to me it's still SEO.'
- Nik: Google still drives ~92–94% of traffic; LLMs are under 2%.
- Nik: some companies spent ~$100K fixing Core Web Vitals with no traffic gain.
- Sara: 'Success is a lousy teacher.'
Note: This page was AI-generated from the podcast transcript and manually reviewed for accuracy and context. While we’ve made every effort to ensure it reflects the original conversation, mistakes or omissions are still possible. If you spot something that doesn’t look right, please reach out and let us know.