SEO and AEO content

Although SEO was never formally in my job title, organic search was one of Geckoboard's most important growth channels from the moment I joined. The website needed constant technical care, but it also needed a steady content strategy that could respond to changing search intent, lost rankings, new product use cases, and eventually the rise of generative search surfaces such as ChatGPT, Perplexity, and Google's AI results.

I acted as the long-term steward of Geckoboard's SEO efforts. On the technical side, that meant monitoring weekly SEMrush audits, diagnosing issues, and fixing or coordinating fixes for broken links, redirects, missing titles, alt text, internal linking gaps, page-speed problems, and migration risks across multiple website platforms. On the content side, I ran focused content sprints: identifying keywords and intents where we were missing content or rankings had tailed off, diagnosing why pages were not performing, then plugging the gaps with new posts, rewrites, dashboard examples, landing pages, internal links, and targeted optimisations.

That work kept the site technically sound through years of platform changes and helped organic search remain a meaningful acquisition channel for Geckoboard. Content sprints often produced visible movement within weeks: newly refreshed or created pages ranking, gaps closing in content audits, and stronger coverage across dashboard, integration, and operational search intents.

The interesting shift in 2025 and 2026 was that SEO started to look less like winning a blue link and more like making the site legible to answer engines. The work became more explicit: clear page structure, direct explanations, useful definitions, plain-language positioning, and content that LLMs could ingest, understand, and cite without losing the nuance of the product.