I've worked with Assertive Media for six years, writing across client projects and contributing regularly to their blog. Assertive is a London SEO agency (est. 2007) working across regulated and competitive industries — legal, healthcare, finance, eCommerce.

The guides below span two threads: how brands should think about AI/LLM search visibility, and how specific industries (legal, eCommerce) should approach SEO and lead generation.

How to Structure Content So LLMs Choose Your Website as a Source — a practical breakdown of how LLMs actually retrieve and cite content (they extract "fraggles," not full pages), with concrete structural rules: direct answers first, question-format subheadings, standalone sections that don't lean on "as discussed above," and schema as a supporting signal rather than the whole strategy.

Traditional SEO vs LLM Optimisation: What Actually Matters Now? — the companion piece, making the case that SEO and LLM optimisation aren't competing strategies. Google still processes far more daily searches than ChatGPT and Perplexity combined, so the real shift is what happens after content is found — SEO gets you seen, LLM optimisation gets you woven into the answer.

How Backlinks Influence AI Search Rankings — argues backlinks haven't stopped mattering, but their job has changed: AI tools also pick up unlinked brand mentions across podcasts, news coverage, and reports, which broadens what "link building" means beyond hyperlinks.

Why eCommerce Brands Still Need SEO Despite Investing in Paid Advertising — the case for SEO as the channel that keeps working after ad budgets get cut, mapped against the full buying journey (informational, comparison, transactional searches).

SEO Strategies That Generate High-Intent Legal Leads — a law-firm-specific guide distinguishing low-intent searches ("how long does a divorce take") from high-intent ones ("divorce lawyer near me"), and how firms should structure service pages, local SEO, and content around that distinction.

How Trades Businesses Can Generate Leads Through SEO — the same lead-generation lens applied to trades.

The two LLM pieces aren't just trend-chasing — they're structurally consistent with each other (same TL;DR format, same "SEO gets you found, LLM optimisation gets you cited" framing) without repeating each other's content, which is exactly what you'd want from a content programme with topical depth rather than one-off posts. The industry pieces (legal, eCommerce, trades) apply the same underlying principle — write for actual search intent, not the abstract keyword — to different verticals without the copy feeling templated.

All six are live on assertive-media.co.uk.