Andrew Holland

Andrew Holland is Director of SEO at JBH, where he builds organic strategy for global brands and fast growing SMEs. The work covers technical SEO, content strategy, entity optimisation and authority building. Before he moved into leadership he ran his own profitable SEO and content business for eight years, then led a 14 person organic marketing team looking after more than 70 clients and producing over 100,000 optimised words a month.

What occupies him now is how brands get understood and recommended by AI powered discovery. He works on making a brand legible to systems like ChatGPT and Gemini, so it ends up associated with the right categories and surfaced accordingly. His “Optimise for the Internet” position refuses the usual split between SEO and everything else on the web, tying search performance to digital PR, third party mentions and brand visibility. He built the Six Signals framework to bring SEO and GEO together with CRO, content and digital PR.

Holland came at search from an unusual angle. Seventeen years in policing, including intelligence work and covert investigations, taught him to map relationships between entities across complicated information systems. That turns out to be very close to what modern search does, and you can see it in the way he reads authority networks.

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