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

What is SEO?

Last Updated on September 17, 2026

What is SEO? — Whito
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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.

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Whito
Whito is an independent UK research bureau. We ask the AI engines what they recommend, then check the businesses they name against Companies House and the sector registers. Figures we publish carry the date they were checked. Companies cannot pay to appear or to rank.
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Jacob Whitmore

Jacob Whitmore

Founder, Whito

Jacob Whitmore founded Whito to help UK businesses cut through marketing noise. Every article is researched, written, and fact-checked with one goal: giving you clear, practical guidance you can actually use. Whito doesn't sell marketing services or take commissions that compromise recommendations. Structure before scale.

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Whito is committed to providing accurate, unbiased marketing guidance for UK businesses. Our editorial team researches, writes, and fact-checks every piece of content independently. We may earn affiliate commissions from some links, but this never influences our recommendations. Read our full Editorial Policy for more detail on how we work.