New in version 2.0
Revised throughout, with 21 new illustrations, updated Colony and landing-page frameworks, a dedicated documentation chapter, AI-search guidance, and measurement from the first visit through to a customer. Includes a 90-day plan and working sheets.
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Who this is for
Founders and small teams who need search traffic but can't justify an agency retainer or a five-figure tool stack. No growth-hack promises, no "rank #1 in 30 days" claims. Just the honest version: what compounds, what doesn't, and the weekly habits that help you decide what deserves more work. Includes practical examples, clearly labelled calculations, and cases with the limits of their evidence.
What's inside
- 01Decide What Search Should Do for Your Business
- 02Follow the Visit Through to a Customer
- 03Understand Enough Search to Make Better Decisions
- 04Fix the Template That Keeps Making the Mistake
- 05Make Pages Discoverable, Then Diagnose the Gaps
- 06Choose Queries Your Product Can Satisfy
- 07Give Each Page a Job
- 08Build Commercial Pages That Help People Decide
- 09The Colony: Build a Useful Cluster of Buyer Questions
- 10Documentation as a Pre-Sale Channel
- 11Write What Your Product Experience Lets You Explain
- 12Run a Weekly Review That Produces a Decision
- 13Refresh, Maintain, or Retire a Page
- 14Get Listed, Join the Conversation, Earn References
- 15Build a Free Resource With a Distribution Plan
- 16Be Useful in AI Search Without Chasing Every New Recipe
- 17Decide What the Next Cycle Deserves
- Appendix A. The First 90 Days
- Appendix B. Working Sheets
- Appendix C. Three Cases and the Limits of Their Evidence
About the author
Henrik Åberg has been doing SEO since 2008. He ran a product company selling physical goods, direct-to-consumer and through B2B channels, and needed visibility he couldn't afford to buy, so he learned to earn it. In 2021 he sold that company and now runs a real estate business and builds software products, including directree. This edition draws on that experience and on decisions to reduce publishing when the work needed a clearer business purpose.
The book explains how to choose useful pages, measure what happens after a visit, and decide whether to publish, improve, or maintain. Recommendations are working choices you can adapt to your own product.
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- A Founder's SEO Playbook included
- Agent API access: keep pricing, features and integrations current
- Relaunch: back onto the New feed once per quarter
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- Verified listing history: timestamped record of changes from day one of Plus
- Verified Product Profile: approve, download as PDF, share via link
- Listing health checks: emails only when something material changes on your site
- Relaunch kit: ready-to-edit announcement drafts from your verified changes
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Chapter 1 is free. It's where the whole playbook starts, and the fairest way to judge whether the rest is worth $9.99 to you.
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