Andrew Holland

Andrew Holland is Director of SEO at JBH, where he builds organic strategy for global brands and fast growing SMEs. His work covers technical SEO, content strategy, entity optimisation and authority building. Before moving into leadership roles he ran a profitable SEO and content business for eight years, then led a 14 person organic marketing team responsible for more than 70 clients and content production exceeding 100,000 optimised words a month.

His current focus is how brands are understood and recommended by AI powered discovery. He develops approaches that make a brand legible to systems such as ChatGPT and Gemini, so it is associated with the right categories and surfaced accordingly. His “Optimise for the Internet” position refuses the usual separation of SEO from the rest of the web, connecting search performance to digital PR, third party mentions and brand visibility. He created the Six Signals framework, which brings SEO and GEO together with CRO, content and digital PR.

Holland arrived at search from an unusual direction. Seventeen years in policing, including intelligence work and covert investigations, trained him to map relationships between entities across complex information systems. That is close to what modern search does, and it shows in how he analyses authority networks.

He writes for Search Engine Land and Marketing Week, has spoken at BrightonSEO and at industry events in San Diego, and is the author of The Value of SEO. His own content reaches more than 100,000 readers a month, and his newsletters carry a combined audience above 52,000.