20/08/2026
Search has changed, but one thing hasn't. 🔍
Search Engine Optimisation should still sit at the core of your digital strategy. The difference today is that SEO should no longer be working in isolation.
Traditional search, AI platforms, user experience and brand trust all influence how your organisation is discovered online. Rather than treating them as separate disciplines, they should work together.
That's why we've developed the Search Seven Search Framework.
Our framework brings together the four layers we believe every organisation should be thinking about.
1. SEO (Search Engine Optimisation)
Everything starts here.
Technical SEO, content relevance, keyword clustering, schema, crawlability and structured content remain the foundation of discoverability. Whether someone is searching Google or asking ChatGPT a question, strong SEO is still essential.
2. HXO (Human Experience Optimisation)
Getting someone to your website is only the beginning.
HXO brings together SEO, user experience and conversion rate optimisation to create websites that are useful, intuitive and designed around real people. Because visibility without engagement rarely delivers meaningful results.
3. AIO (AI Search Optimisation)
As AI Search becomes part of everyday behaviour, organisations need to think differently about their content.
Creating expert-led, well-structured content that clearly answers real questions helps AI platforms better understand, reference and recommend your brand.
4. BTO (Brand Entity & Trust Optimisation)
Great brands aren't built on their website alone.
Reviews, social media conversations, third-party mentions and industry recognition all help search engines and AI platforms understand who you are, what you do and whether you're a trusted source.
Each layer builds on the one before it.
SEO provides the foundation. HXO improves the experience. AIO increases visibility across AI Search. BTO strengthens the trust that underpins them all.
Search will continue to evolve. Our job is to help organisations evolve with it.
Which layer do you think businesses should be paying more attention to?
