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01 · Enterprise growth systems

Tesco UK & Ireland

Grocery · F&F · Marketplace · Whoosh · 4,300+ stores · Jul 2022 → Jul 2026

Public metrics only, reported for financial year 2025/26. The thinking is portable; the specifics stay where they belong.

£140M
SEO revenue · +33% YoY
4.3BN
Impressions · +43%
91M
PDP clicks · +9%
£1M+
Programme managed

The challenge

Enterprise discovery at scale needs different thinking than startup growth. You can't manually optimise 100,000 products. You can't A/B test every page. You can't rely on content velocity alone. You need systems that work while you sleep, and that hold up as search moves from blue links to AI answers.

The systems I built

01

Technical Discovery System

"Fix templates, not pages."
  • Template-level wins that compound across thousands of URLs
  • Automated crawl analysis feeding a prioritised backlog
  • Pattern-based prioritisation over one-off fixes
→ Compounding template gains across the estate.
02

AI-Ready Content Framework

"Optimise for answers, not just keywords."
  • Content structured to be readable and citable by LLMs
  • LLM feeds, AI content scaling and frameworks for conversational and agentic search
  • Authoritative long-form built for AI Overviews
→ +54% impressions through the AI Overview transition.
03

Local Discovery Engine

"Be first on emerging platforms."
  • First UK grocer onto Apple Business Connect
  • Hyper-local content system across store pages
  • Store-page optimisation at national scale
→ 248M store-discovery impressions (+7%), and an est. £8M incremental in-store revenue via Apple Business Connect.
04

Social Search Integration

"Search happens everywhere now."
  • TikTok & YouTube search as discovery surfaces
  • SEO-informed creative workflows
  • Cross-platform discoverability
→ Search treated as one system across every surface.
05

Peak Trading Playbook

"Win when it matters most."
  • Multi-week content sprints ahead of peak
  • Category-level optimisation
  • Real-time performance monitoring + cross-functional coordination
→ A repeatable system for the moments that move the number.
06

Programme Management Framework

"Trust scales through systems."
  • £1M+ budget allocation model
  • Agency partner management
  • Monthly stakeholder reporting + cross-functional workflows
→ A £1M+ programme, led end to end. Trust, earned through systems.

The principles I run on

01
Scale through templates, not manual work.Fix one template = fix 100,000 pages.
02
Optimise for systems, not campaigns.Build frameworks that outlive any single project.
03
Prove ROI constantly.Track impact, report monthly, earn the next bet.
04
First-mover advantage compounds.Be early on emerging platforms: Apple, AI search.
05
Cross-functional is non-negotiable.SEO doesn't work in isolation at enterprise scale.

The takeaway

This is one system. The lab holds the rest: the same brain applied to culture, creative, commerce, and the experiments built with agents. And the AI-ready thinking above is what the GEO audit applies to your brand.

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