{"id":135,"date":"2026-05-04T16:27:47","date_gmt":"2026-05-04T16:27:47","guid":{"rendered":"https:\/\/growththroughcontent.com\/?page_id=135"},"modified":"2026-05-04T16:28:39","modified_gmt":"2026-05-04T16:28:39","slug":"about-andrew-holland","status":"publish","type":"page","link":"https:\/\/growththroughcontent.com\/?page_id=135","title":{"rendered":"About Andrew Holland"},"content":{"rendered":"\n
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Andrew Holland is a UK-based SEO strategist, content marketer, speaker and writer who helps brands become easier to find, easier to understand and easier to choose across search engines, AI systems and the wider web.<\/p>\n\n\n\n

He is the Director of SEO at JBH, a digital PR and SEO agency based in Manchester, where he leads the development of SEO, content and AI search strategies for brands that want more than rankings. His work sits at the intersection of search, digital PR, brand visibility, behavioural science and artificial intelligence.<\/p>\n\n\n\n

Andrew is also the founder of Growth Through Content, a blog and media property built around a simple belief: businesses grow when they become more visible, more memorable and more useful in the places their buyers already look for answers.<\/p>\n\n\n\n

This includes Google, LinkedIn, AI search tools, industry publications, comparison pages, category pages, newsletters, social platforms and the wider network of mentions, links and signals that shape how people and machines understand a brand.<\/p>\n\n\n\n

Growth Through Content exists to help marketers, founders, CMOs and growth teams understand how content really compounds.<\/p>\n\n\n\n

Not just content as blog posts.<\/p>\n\n\n\n

Not content as a publishing treadmill.<\/p>\n\n\n\n

But content as an asset system that builds reach, recognition, demand, trust and recommendation.<\/p>\n\n\n\n

From policing to SEO<\/h2>\n\n\n\n

Andrew\u2019s route into SEO was unusual.<\/p>\n\n\n\n

Before entering marketing, he served as a police officer for 17 years. Much of his later police career was spent as a detective working in covert policing, intelligence and investigation.<\/p>\n\n\n\n

That background shaped how he thinks about search.<\/p>\n\n\n\n

Before Andrew ever used SEO software, he used intelligence systems. His job required him to search large volumes of messy information, identify patterns, understand entities, connect people and places, assess evidence and find useful signals inside complex systems.<\/p>\n\n\n\n

That investigative mindset later became central to his approach to SEO.<\/p>\n\n\n\n

When Andrew moved into digital marketing, he did not see search as a set of tricks or isolated ranking factors. He saw it as a visibility system.<\/p>\n\n\n\n

Search engines were not just matching keywords. They were interpreting meaning, trust, relevance, authority, intent and context.<\/p>\n\n\n\n

The same skills that helped him search intelligence databases became useful in understanding how people search online, how businesses are discovered and how information networks influence commercial outcomes.<\/p>\n\n\n\n

After leaving policing, Andrew built his own freelance SEO and content business, Zoogly Media, which he ran profitably for eight years. During that time, he worked directly with businesses on SEO, copywriting, content strategy and organic growth.<\/p>\n\n\n\n

That experience gave him a practical understanding of what many marketing theories miss: clients do not buy activity. They buy growth, confidence, sales opportunities and commercial outcomes.<\/p>\n\n\n\n

SEO, content and digital PR<\/h2>\n\n\n\n

Andrew\u2019s current work is focused on the changing relationship between SEO, content, digital PR and AI search.<\/p>\n\n\n\n

For years, SEO was often reduced to keywords, rankings, backlinks and technical fixes. Digital PR was often reduced to link building. Content marketing was often reduced to blog volume.<\/p>\n\n\n\n

Andrew argues that this is no longer enough.<\/p>\n\n\n\n

As search changes, brands need to be understood across the whole internet. They need to build the signals that help search engines, AI systems and human buyers recognise who they are, what they do, why they matter and when they should be chosen.<\/p>\n\n\n\n

That means content cannot be treated as isolated pages.<\/p>\n\n\n\n

A brand\u2019s website, product pages, category pages, expert commentary, media coverage, social content, comparison content, thought leadership, customer language and third-party mentions all contribute to how that brand is understood.<\/p>\n\n\n\n

Andrew often describes this as optimising for the internet, not just search engines.<\/p>\n\n\n\n

It is a broader view of discoverability. One where SEO, PR, content and brand strategy work together to increase the probability that a business is found, remembered, recommended and selected.<\/p>\n\n\n\n

Growth Through Content<\/h2>\n\n\n\n

Growth Through Content was created to explore this shift.<\/p>\n\n\n\n

The blog is designed for marketers who want to understand how modern organic growth actually works.<\/p>\n\n\n\n

Its central argument is that content is not just a marketing output. It is a visibility asset.<\/p>\n\n\n\n

When businesses create the right content in the right places, they increase the surface area through which buyers can discover them. They also create more signals for search engines and AI systems to process.<\/p>\n\n\n\n

Over time, this can increase:<\/p>\n\n\n\n

Visibility in search engines.<\/p>\n\n\n\n

Presence in AI-generated answers.<\/p>\n\n\n\n

Recognition in buying situations.<\/p>\n\n\n\n

Relevance for commercial topics.<\/p>\n\n\n\n

Authority around key category problems.<\/p>\n\n\n\n

Demand for the brand itself.<\/p>\n\n\n\n

Trust in the expertise behind the business.<\/p>\n\n\n\n

Andrew\u2019s work often connects ideas from SEO, digital PR, behavioural science, marketing science and network theory.<\/p>\n\n\n\n

He is particularly interested in how concepts such as mental availability, category entry points, preferential attachment, fame, fitness signals and semantic association can be applied to modern search and content strategy.<\/p>\n\n\n\n

In simple terms, he studies how brands become more likely to be found, thought of and chosen.<\/p>\n\n\n\n

AI search and recommendation<\/h2>\n\n\n\n

One of Andrew\u2019s core areas of focus is AI search and recommendation.<\/p>\n\n\n\n

As tools such as ChatGPT, Gemini, Perplexity and Google\u2019s AI search experiences change how people discover information, brands need to think beyond traditional rankings.<\/p>\n\n\n\n

The future of search is not just about being listed.<\/p>\n\n\n\n

It is about being recommended.<\/p>\n\n\n\n

Andrew argues that AI systems do not simply reward websites with more blog posts. They are more likely to surface brands that are clear, well understood, well connected and associated with the right problems, products, categories and buyer needs.<\/p>\n\n\n\n

This creates a new challenge for businesses.<\/p>\n\n\n\n

They need to improve how they are represented across their own website and across the wider web.<\/p>\n\n\n\n

That includes clear positioning, strong product and service pages, useful expert content, digital PR, third-party mentions, consistent language, structured information, comparison visibility and evidence of real-world relevance.<\/p>\n\n\n\n

Andrew describes this as building AI availability.<\/p>\n\n\n\n

Just as brands once had to build mental availability in the minds of buyers and physical availability in the places people buy, they now need to build availability inside the systems people use to search, compare and decide.<\/p>\n\n\n\n

Speaking, writing and industry thinking<\/h2>\n\n\n\n

Andrew is an active voice in the SEO and marketing industry.<\/p>\n\n\n\n

He has written for Search Engine Land and contributed to Marketing Week. He has also spoken at major industry events, including BrightonSEO, where he has explored the future of search, AI recommendation and the role of fitness signals in how brands are understood online.<\/p>\n\n\n\n

His writing is known for challenging shallow thinking in the SEO industry.<\/p>\n\n\n\n

Andrew is critical of tactics that create activity without commercial value. He argues that marketers need to move away from vague dashboards, generic content calendars and trend-led language that clients and senior decision-makers struggle to connect to growth.<\/p>\n\n\n\n

Instead, he believes SEO and content teams should explain their work in business terms.<\/p>\n\n\n\n

Reach.<\/p>\n\n\n\n

Recommendation.<\/p>\n\n\n\n

Rankings.<\/p>\n\n\n\n

Requests.<\/p>\n\n\n\n

Revenue opportunity.<\/p>\n\n\n\n

Demand creation.<\/p>\n\n\n\n

Commercial visibility.<\/p>\n\n\n\n

Buyer confidence.<\/p>\n\n\n\n

For Andrew, the job is not to produce more SEO activity. The job is to make a business more visible, more trusted and more likely to be chosen.<\/p>\n\n\n\n

What Andrew believes<\/h2>\n\n\n\n

Andrew\u2019s work is built around several core beliefs.<\/p>\n\n\n\n

First, visibility compounds.<\/p>\n\n\n\n

The more useful, distinctive and commercially relevant assets a brand creates, the more opportunities it has to be discovered and remembered.<\/p>\n\n\n\n

Second, content should create value beyond traffic.<\/p>\n\n\n\n

A good page, article, guide, video, case study or piece of PR should help buyers understand the business, help sales teams explain the offer, help search engines interpret relevance and help AI systems associate the brand with the right category.<\/p>\n\n\n\n

Third, fame matters.<\/p>\n\n\n\n

Not fame in the celebrity sense, but fame as meaningful visibility within a market. If more people, publications, platforms and systems associate a brand with a category, that brand becomes easier to recall and easier to recommend.<\/p>\n\n\n\n

Fourth, SEO is becoming more strategic.<\/p>\n\n\n\n

Technical SEO still matters. Rankings still matter. But modern search growth also depends on positioning, language, entity clarity, authority, brand demand, digital PR, expert content and the ability to build signals across multiple surfaces.<\/p>\n\n\n\n

Finally, Andrew believes marketers need to become better commercial thinkers.<\/p>\n\n\n\n

The future belongs to people who can connect search, content, AI, PR and brand into a system that senior decision-makers can understand and invest in.<\/p>\n\n\n\n

Why this blog exists<\/h2>\n\n\n\n

Growth Through Content is for people who want to build that system.<\/p>\n\n\n\n

It is for founders who know they need visibility but do not want to waste money on low-quality marketing activity.<\/p>\n\n\n\n

It is for CMOs who need to explain organic growth to boards and finance teams.<\/p>\n\n\n\n

It is for SEOs who want to become more commercially useful.<\/p>\n\n\n\n

It is for digital PR teams who want their work to build more than links.<\/p>\n\n\n\n

It is for content marketers who want to create assets that compound.<\/p>\n\n\n\n

And it is for anyone trying to understand how brands grow when search, AI and content all start to merge.<\/p>\n\n\n\n

Andrew Holland created Growth Through Content to document that shift and to help businesses adapt to it.<\/p>\n\n\n\n

Because the brands that win in the next era of search will not simply be the ones with the most content.<\/p>\n\n\n\n

They will be the ones that are easiest to understand, easiest to trust, easiest to recommend and easiest to choose.<\/p>\n\n\n\n

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Andrew Holland is a UK-based SEO strategist, content marketer, speaker and writer who helps brands become easier to find, easier to understand and easier to choose across search engines, AI systems and the wider web. He is the Director of SEO at JBH, a digital PR and SEO agency based in Manchester, where he leads […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":"","tve_updated_post":"","tve_custom_css":"","tve_user_custom_css":"","tve_globals":{},"tcb2_ready":0,"tcb_editor_enabled":0,"tve_landing_page":"","_tve_header":"","_tve_footer":""},"class_list":["post-135","page","type-page","status-publish","hentry","post-wrapper","thrv_wrapper"],"_links":{"self":[{"href":"https:\/\/growththroughcontent.com\/index.php?rest_route=\/wp\/v2\/pages\/135","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/growththroughcontent.com\/index.php?rest_route=\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/growththroughcontent.com\/index.php?rest_route=\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/growththroughcontent.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/growththroughcontent.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=135"}],"version-history":[{"count":3,"href":"https:\/\/growththroughcontent.com\/index.php?rest_route=\/wp\/v2\/pages\/135\/revisions"}],"predecessor-version":[{"id":139,"href":"https:\/\/growththroughcontent.com\/index.php?rest_route=\/wp\/v2\/pages\/135\/revisions\/139"}],"wp:attachment":[{"href":"https:\/\/growththroughcontent.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=135"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}