The INCITE reading room
A clearer view
of search.
Guides to SEO and AI search. For marketing managers who want to understand what matters, and why.
Need a short answer? See SEO and AI search questions, answered.
Start here / The guide
What is AEO? A practical guide for marketing managers
Understand answer engine optimisation, how it relates to SEO, and how to decide which AI search work matters for your business.
Short course
How SEO works
Six short guides on how Google picks results, what your pages need, and how to tell if SEO work is helping. Written for business owners in New Zealand and Australia.
- Part 1: How Google decides which websites to show
- Part 2: Keyword research: working out what your customers search for
- Part 3: On-page SEO: what a page needs to rank
- Part 4: Technical SEO: can Google actually read your website?
- Part 5: Backlinks: why other websites decide how much Google trusts you
- Part 6: How to measure SEO, and know if it's working