Search Insights Academy
An educational platform, AI-driven podcast, and consultancy exploring where artificial intelligence and SEO actually meet — built for operators who'd rather understand the system than chase the next algorithm rumour.
What it is
Search Insights Academy started as a place to publish the SEO frameworks I'd been refining inside agency walls — and grew into a podcast, a small consultancy, and a network of operators thinking seriously about AI's effect on search.
The output is mostly three things: a podcast (co-hosted with J and Mini) on the AI-SEO intersection, written research on algorithm changes and how to adapt to them, and a small set of training programs that have been picked up by other agencies as their internal onboarding.
What we cover
The podcast
Long-form conversations on AI, search, and the operating realities of doing SEO at scale. Less hype, more "here's what actually broke when we tried it."
Original research
Published analyses of major algorithm updates, AI-driven SERP changes, and search behaviour shifts — with the methodology in the open.
Certification & training
Structured training modules covering technical SEO, content strategy, and AI-augmented workflows. Used as agency onboarding curricula.
Frameworks
Operator-grade SEO frameworks — prioritisation, audit scoring, content cluster planning — designed to be used, not just printed.
Speaking & keynotes
Talks on the future of search and digital operations — the "what is actually changing" reading of the industry, not the marketing one.
Consultancy
Small-engagement work with agencies and in-house teams: SEO operations design, AI tooling rollouts, and senior-level strategy reviews.
Why it exists
- SEO content is broken. Most "SEO advice" content is written to rank, not to be useful. SIA exists to publish the opposite: things I'd want to read as the operator on the receiving end.
- AI changes the playbook, not the principles. The fundamentals haven't moved — the leverage points have. Worth thinking about explicitly rather than just absorbing it from Twitter.
- Frameworks beat tools. Better to teach a repeatable way of thinking than to sell another tool that solves the easy 20% of the problem.