Expertise
Five disciplines. One system.
Below is everything Mentor AOD covers, and how I decide which parts a business actually needs. You're not expected to buy all of it — most clients start with one and add the next when the first one has proved itself.
Discipline 01
SEO
Fix the foundation, then build the structure, then earn the authority. In that order — otherwise you're publishing content onto a site that can't rank.
Technical SEO
Crawlability, indexation, speed, Core Web Vitals, rendering, canonicals.
On-page SEO
Titles, headings, entities, intent match, internal relevance signals.
Local SEO
Google Business Profile, local landing pages, citations, review strategy.
Keyword research
Commercial intent first. Volume is the least interesting number on the sheet.
Technical audits
A prioritised list with effort vs impact, not a 200-page PDF export.
Internal linking
Distributing authority to the pages that actually sell something.
Site architecture
URL structure and hierarchy that both users and crawlers can follow.
Content strategy
What to write, why, and what it should do once someone reads it.
Topical authority
Covering a subject completely enough that you become the obvious source.
Discipline 02
AEO, GEO & AI search
People increasingly get an answer instead of a list of links. This is the work of becoming a source that answer is built from.
AI visibility
Tracking how and where your business currently shows up in generated answers.
AI search optimisation
Making your content easy for a model to quote correctly and attribute.
ChatGPT visibility
Structuring facts, offers and differentiators so they survive summarisation.
Google AI visibility
Optimising for AI Overviews alongside conventional organic results.
Perplexity visibility
Citation-friendly formatting, clear sourcing, verifiable claims.
Entity optimisation
Making sure machines understand who you are and what you're associated with.
Structured content
Answers written in the shape an answer engine can lift cleanly.
FAQ frameworks
Real questions from sales calls, answered properly, marked up correctly.
Schema markup
Organization, Person, Product, Service, FAQ, Article and the rest.
An honest note on guarantees. Nobody can guarantee a ranking or an AI citation, and you should walk away from anyone who offers one. What can be done is to make your business the clearest, best-structured, most credible source on your topic — which is what actually drives both.
Discipline 03
Websites
Traffic is expensive. A site that wastes it is the most costly thing a business owns. Built on WordPress so you keep control.
WordPress
Stable, maintainable builds your team can edit without calling anyone.
Elementor
Clean structures, reusable templates, no plugin sprawl.
Website design
Design that carries the positioning, not just decoration.
Development
Fast, responsive, accessible, and built to be found.
Landing pages
Single-purpose pages for campaigns, offers and paid traffic.
UX
Fewer decisions, clearer next steps, less friction before contact.
Conversion optimisation
Proof placement, offer clarity, form design, objection handling.
Restructuring
Rebuilding information architecture on sites that grew without a plan.
Performance
Speed, image handling and script discipline — because it affects both.
Discipline 04
AI & automation
Most businesses don't lose deals to competitors. They lose them to a slow reply and an inbox nobody checked.
n8n
Self-hosted or cloud workflow automation for anything with an API.
Make
Faster to stand up when the workflow is simple and the volume is low.
AI workflows
Summarising, classifying, drafting and routing without a person in the loop.
AI agents
Handling first-response, qualification and FAQ conversations reliably.
CRM automation
Records created, enriched and updated without anyone typing them in.
Lead qualification
Scoring and routing so your team only spends time on real prospects.
Follow-up
Sequences that keep running when everyone's busy — which is always.
Process automation
Reporting, onboarding, handovers, internal admin.
Integrations
Connecting the tools you already pay for so they stop working in isolation.
Discipline 05
Growth systems
The layer that turns all of the above into a pipeline you can predict rather than a good month followed by a quiet one.
Lead generation
Channels chosen for your buyer, not for what's fashionable.
Lead capture
Forms, offers and entry points designed for the stage the buyer is at.
Qualification
Questions that filter early so sales time goes where it should.
CRM
A pipeline your team will actually keep up to date.
Follow-up systems
Nothing sits unanswered because someone was on holiday.
Conversion systems
Proposals, booking, nurture — the path from enquiry to signature.
Reporting
One view of visibility, enquiries, qualified leads and closed work.
Attribution
Knowing which activity earned the revenue, within honest limits.
Iteration
A standing cycle of review and improvement, not a one-off project.
The point
Why they only work together.
A break at any stage makes the previous stage worthless. This is the argument for treating them as one system rather than five purchases.
Get found
SEO and AI visibility put you in front of demand that already exists.
Get believed
The site has to justify the click within seconds, or the visibility is wasted.
Get the enquiry
Clear offer, low-friction form, proof placed where the doubt is.
Respond fast
Automation replies, qualifies and routes while the interest is still warm.
Close and measure
Follow-up runs, the CRM stays current, and reporting shows what earned the revenue.
Tooling
What we build with.
Tools are a means, not a selling point. These are simply the ones the team works in most often.
Next step
Not sure which part you need?
That's normal, and it's the first thing I work out. Describe the symptom and I'll tell you where the cause usually sits.