Who is Ammad Ur Rehman?
Ammad Ur Rehman is a semantic SEO consultant and trainer based in Edinburgh, Scotland. He helps universities, SaaS and e-commerce brands rank on search engines and get cited in AI answers by building their sites around entities, not just keywords.
years in semantic SEO
topical maps built
SEO certifications
core sectors
A bit more about Ammad
How he got here
After a postgraduate marketing degree, Ammad started in SEO at the end of 2021 by volunteering for e-commerce brands in Manchester. Advanced courses followed, then work with SMBs, local businesses and higher education, where semantic SEO kept delivering results that lasted.
What he focuses on
- Forensic SEO audits ranked by impact
- Entity-first topical maps
- Visibility in AI answers
- Role-based SEO training
Working with teams across the UK and beyond
Universities, SaaS and e-commerce brands, in person or remote.
Why does Ammad Ur Rehman do this?
He believes businesses need more than predictions, hype or recycled advice. They need honest guidance based on experience, evidence and testing, and a clear understanding of how search systems work.
A big part of why he does this is to help businesses avoid chasing hype created by the SEO industry. Search changes quickly, but not every new idea, framework or trend deserves a place in a strategy. He focuses on separating useful developments from noise, and builds his recommendations on search engine patents, documented retrieval concepts, the working principles of LLMs, observed search behaviour and measurable results.
Through his consultancy, he helps businesses adapt their SEO and digital strategies for both traditional and AI-driven search. His focus is on sharing practical knowledge, explaining why a strategy makes sense and making recommendations tied to real business goals.
He wants businesses to understand where search is heading without feeling pressured to react to every headline or industry prediction. The goal is to build strategies based on evidence, sound principles and long-term value.
Four principles behind every project
Entities over keywords
Ammad models your brand, services and topics, and the relationships between them, around how search engines and LLMs understand information. This strengthens traditional search visibility while helping AI systems recognise when your business is a relevant source to retrieve, reference or cite.
Impact before effort
Every recommendation is prioritised by expected impact, effort and business value, so the work with the strongest potential moves first.
Honesty and clear expectations
He will tell you what he believes will work, what is uncertain, what will take time and what is unlikely to produce meaningful results. No inflated promises, no manufactured urgency and no chasing SEO trends just because everyone else is talking about them.
Teams that can do it themselves
His goal is not to make your business dependent on him. He provides training, documentation and practical processes, so your team understands the strategy and keeps making progress after his involvement ends.
Experience and expertise
Ammad’s experience spans technical SEO, semantic search, content strategy, AI search visibility and large-scale website optimisation. He works across both the technical and strategic sides of search, with a strong focus on how websites communicate meaning to search engines and AI systems.
Technical SEO
He identifies and resolves technical issues that affect crawling, indexing, rendering, site architecture and performance. This includes areas such as canonicalisation, robots directives, XML sitemaps, redirects, Core Web Vitals, duplicate URLs and crawl efficiency.
Semantic and entity-focused SEO
He structures websites around entities, attributes, relationships and search intent rather than isolated keywords. The aim is to help search engines understand what a business, service or topic represents and how each part of the website connects.
AI search expertise
He analyses how large language models retrieve, interpret and cite information, then applies those principles to content and website structure. His work focuses on improving the clarity, authority and retrievability of information across both traditional and AI-driven search experiences.
Website recovery
He diagnoses websites affected by losses in traffic, visibility or indexing, and identifies the underlying causes rather than applying generic fixes. Recovery work often covers technical audits, content quality, site architecture, indexing signals and changes in how search engines interpret the website.
Topical authority
He builds topical maps around central entities, search intent and relevant attributes to create structured coverage of a subject. This helps businesses move away from disconnected content and build a stronger relationship between their expertise, content and commercial pages.
Internal linking and information architecture
He designs internal linking structures that help users and search engines understand the relationships between pages, focusing on link placement, hierarchy, contextual relevance and the flow of authority across important pages.
Structured data
He uses structured data to make important entities, services, organisations, courses and relationships easier for search engines to interpret. His approach focuses on accurate schema implementation, rather than adding markup simply because a plugin offers it.
SEO strategy and measurement
He turns audits and research into prioritised SEO roadmaps based on impact, effort and business value. He uses search performance data, analytics and testing to measure progress and adjust strategy, rather than relying on rankings alone.
Certifications
Semantic SEO Certification
Technical SEO Pro Certification
SEO Manager Certification
Build an AI Content Team
Google Analytics Certification
Google Fundamentals of Digital Marketing
Where Ammad shares what he knows
Ammad hosts his own Semantic SEO podcast and speaks at conferences, business events and industry panels about semantic and AI search.
The Semantic SEO Podcast
Ammad sits down with SEO practitioners to break down semantic SEO frameworks, topical authority and how search engines understand content.
University of Dundee · 2025
Scottish Web Folk 2025
Speaker at the Scottish Web Folk conference for university web teams.
West Lothian Chamber of Commerce · Members’ session
AI search and how to prepare for it
A virtual session for Chamber members on how AI search works and what businesses can do now.
Online · 17–18 September 2026
SEOCamp Brazil, 4th edition
Virtual talk at the first remote edition of SEOCamp, Brazil’s organic marketing event.
Good Signals · with Sabiha Shakil, Mike Chidzey and Jo Turnbull
SEO Office Hours, 23 August 2024
A panel discussion answering live SEO questions.
Brands Ammad has helped
How Ammad can help
SEO audits
Forensic audits that rank every fix by impact.
SEO consultancy
Hands-on roadmap and oversight.
SEO training
Practical training for your team.
Topical authority
Entity-first topical maps and briefs.
Local SEO
Google Business Profile and local visibility.
Not sure which?
Tell him what’s happening and he’ll point you to the right one.
Questions about Ammad
Who is Ammad Ur Rehman?
A semantic SEO consultant and trainer based in Edinburgh, Scotland, working with universities, SaaS and e-commerce brands.
What certifications does Ammad have?
Ammad holds the Semantic SEO, Technical SEO Pro and SEO Manager certifications, Build an AI Content Team, Google Analytics and Google Fundamentals of Digital Marketing.
Where is Ammad based, and does he work remotely?
Ammad is based in Edinburgh, Scotland. He works with clients in person or remotely, across the UK and beyond.
What sectors does he specialise in?
Mostly higher education, SaaS and e-commerce, plus agencies and local businesses.
Want to work together?
Tell Ammad what’s going on with your search. He’ll reply within one working day.