W
Reviewed by Jacob Whitmore, Whito · Fact-checked for accuracy

What is SEO?

Last Updated on September 17, 2026

What is SEO? — Whito
Add Whito as a trusted source on Google

Further reading

Whito’s view (UK)

SEO is no longer only about Google. In our June 2026 AI Door Test we found that 92% of UK business websites give AI crawlers no instruction at all, so they get crawled but are rarely structured clearly enough to be quoted in an AI answer. Ranking is shifting from stuffing keywords to being the clearest, most citeable answer to a real question. Fix structure before you chase positions.

author avatar
Whito
Whito is an independent UK research publisher. We publish research on how UK businesses are found, trusted and priced: what they cost to market, how their sectors work, and who actually gets recommended. Studies are free to read, every figure carries the date it was checked, and nobody pays to appear.
See Full Bio
Jacob Whitmore

Jacob Whitmore

Founder, Whito

Jacob Whitmore founded Whito, an independent UK research publisher covering how UK businesses are found, trusted and priced. Every article is researched, written and fact-checked, and every figure carries the date it was checked. Whito sells research and data, not marketing services. Nobody pays to appear: we earn from our own products, from links marked (Ad), and from a referral fee if you hire a specialist we introduce. Structure before scale.

About Us Editorial Policy Contact
Sources & Editorial Standards

Whito is committed to publishing accurate, independent research for UK businesses. Each study is researched and checked by the named analyst shown above, and corrections are logged publicly. We earn affiliate commissions from links marked (Ad), and a referral fee if you hire a specialist we introduce. Neither influences our recommendations, and nobody pays to appear. Read our full Editorial Policy for more detail on how we work.