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Choose your path

You don't need the whole book — you need the chapters that match your situation. Find yourself below and follow the sequence.

"I'm launching a SaaS product"

You need day-one visibility on all three surfaces, in the right order — foundations before amplification.

  1. Launch a SaaS product — the full sequence, start here
  2. Google Search Console + Bing Webmaster Tools — measurement first
  3. Structured data and Rich results — the SaaS schema graph
  4. Keyword and SERP strategy — especially if your brand name contains generic words
  5. Content that gets cited — the intent-query content cluster
  6. The MCP Registry — if you have an API or MCP server, register it

Case study to read: customdomain.ai

"I run a local business"

The local stack is its own discipline: map pack, reviews, and honest local pages beat generic SEO.

  1. Launch a local business — the full sequence
  2. Google Business Profile — the single highest-impact local surface
  3. LocalBusiness schema graph → FAQ schema → Reviews
  4. Service-area pages — pages that survive scrutiny
  5. Authenticity audits — before someone else audits you
  6. AI crawlers — make sure ChatGPT and Perplexity can even read your site

Case study to read: Heads Up Outdoor Services

"ChatGPT / Perplexity never mentions us"

Being invisible to AI is usually a retrievability problem, a content problem, or both.

  1. The 30-minute AI visibility audit — diagnose first
  2. How AI finds and cites — understand the mechanics
  3. GEO fundamentals — the levers that actually move citations
  4. AI crawlers and crawlability — the most common silent blocker
  5. Content that gets cited + Off-site signals
  6. Auditing your AI visibility — set the re-audit cadence

"AI agents should be able to find and use our product"

This is machine-facing discovery — registries, discovery endpoints, and self-description, not SEO.

  1. AI Agents overview — the four surfaces an agent walks
  2. The MCP Registry — the highest-leverage listing
  3. OAuth discovery chain — the #1 cause of silent connection failures
  4. Tool descriptions that rank
  5. Manifests and DNS-AID — the frontier layer
  6. GitHub as a discovery surface

"My site isn't indexed / is indexed wrong"

Indexing problems are almost always infrastructure problems wearing an SEO costume.

  1. Sitemaps and robots.txt — check the basics and the noindex trap catalog
  2. Reverse proxies and CMS traps — if your CMS sits behind nginx/Cloudflare
  3. Rendering, WAFs, and bot challenges — if bots get challenged, you're invisible
  4. Google Search Console — URL Inspection tells you what Google actually sees
  5. Domain migrations — if this started after a domain change

"I'm moving / rebranding a domain"

  1. Domain migrations — the full cutover method
  2. Domains and DNS — who actually controls your records
  3. Email trust — keep mail working through the cutover

"How do I know any of this is working?"

  1. Measurement and baselines — record baselines before changing anything
  2. The operating cadence — the weekly/monthly/quarterly rhythm
  3. Auditing your AI visibility — the recurring query battery