How Henry Purchase Is Preparing for the Future of SEO and AIO
Location: Dubai, United Arab Emirates
Started using Squarespace: 2022
Title: Founder of SEOSpace
Henry Purchase is the founder of SEOSpace, a plugin designed specifically to make search engine optimization (SEO) simpler and more effective for Squarespace customers. What began as a side project to support a travel blog has since grown into a trusted tool with over 30,000 users across 90 countries.
Frustrated by the lack of reliable, platform-specific SEO tools, the Circle Platinum Partner and Community Leader drew on his background in software development to build one himself. That same spirit of curiosity and problem-solving continues to drive Henry’s work today, whether he's helping users improve their rankings or teaching designers how to add SEO and AIO (AI optimization) to their client offerings.
In this interview, Henry shares the evolving perspective on SEO and AIO, from plugin development to AI-powered search, and offers advice for designers looking to build visibility into every site they create.
What originally drew you to SEO, and how did you get your start in the industry?
I first came across SEO in 2019, when I went to Bali to work remotely and tried to start an online business. I had no idea what SEO was at the time, but I went to a talk about it and got completely hooked.
What stood out about SEO was the idea that you could build systems that bring in the right clients or customers without needing to chase them. It felt scalable, strategic, and a much better fit for my working style.
A few years later, my partner and I launched a travel blog on Squarespace. She was figuring out the SEO side, and I realised there weren’t any tools designed for beginners on the platform. That’s what sparked the idea for SEOSpace.
I spoke to Sam Crawford, a fellow Squarespace Expert, and he encouraged me to build the first version. It was rough at the start, but I kept improving it based on user feedback and shipped updates every couple of weeks.
With the increasing prevalence of AI overviews and generative AI in search results, how should web designers adapt their content strategy for client websites to ensure visibility and capture user attention?
Designers need to think beyond the site itself. AI pulls from across the internet to decide what to feature. It’s not just about what’s on the page. It’s about how the brand is positioned overall.
What specific elements should they prioritize?
Start with the basics. Each site should have focused service pages, a clear about page that shows credibility, and content that answers real questions. But what happens off the site matters, too. AI looks at reviews, directories, social media, and how the brand is talked about elsewhere.
Traditional SEO is still important. If a site isn’t ranking at all, AI is less likely to include it. But none of this is new. SEO has always been about being helpful and building authority. AI just puts more weight on the things that have always mattered.
AI excels at understanding user intent and natural language. How can web designers leverage this for client projects?
The most important thing is understanding your client’s target customer. Who are they trying to attract, and what would that person want to know before getting in touch?
Because AI queries are more conversational, tools like ChatGPT and Gemini understand a lot more context. They can figure out who your client is trying to reach and will give specific recommendations based on that. If your content doesn’t include all the key details someone would want to know, there’s a good chance AI won’t recommend you.
For example, if you're a web designer who works with therapists, your site should show that clearly. Include therapist-specific testimonials, case studies, pricing, your location, and how you’ve helped similar businesses get results. The more relevant and detailed the content is, the better.
I put together a video that walks through this with examples and a checklist.
What high-level principles of information architecture and navigation should web designers prioritize to create SEO-friendly websites that are also intuitive for visitors and crawlable by search engines?
Keep things simple and focused. Every page should have one clear purpose, and the navigation should make it easy for both users and search engines to find key pages. Avoid cluttered menus, combining unrelated topics on the same page, or relying on tabs and elements that only load through JavaScript. Most AI crawlers don’t render JavaScript, so important content can be missed entirely.
Use proper headings, internal links, and a clear page structure. That helps search engines crawl the site more easily and makes the content more accessible to AI tools.
It also helps to add short summaries to longer blog posts or service pages. These give users a quick overview and help AI understand what the page is about.
A lot of the most effective improvements are structural. Things like poor internal linking, missing headings, or unclear layouts can hold a site back, even if the content is strong. Fixing those basics often leads to better visibility and a smoother user experience.
What are your top tips that can be consistently applied across diverse websites to lay a strong SEO foundation, even without deep SEO expertise?
Start with a clear site structure
Before jumping into design, map out the pages based on what the business offers and how people search. That might be service pages, product categories, location-based content, or something else entirely. The goal is to make sure every key topic has its own focused page, and that those pages are easy to navigate. A clear structure helps visitors, improves crawlability, and sets the foundation for long-term SEO growth.
Make sure the content is high-quality
AI and search engines need clear, helpful content to understand what the business does and who it serves. That starts with high-quality copy. Either make sure your client provides it, or work with a copywriter or build content creation into your package. A well-designed site with weak copy won’t get found.
Charge for SEO so you can do it properly
If you're including SEO in your builds, it deserves its own line item. Charging for it gives you the time to do proper research, structure the site with intent, and make sure it's set up to be found. Clients value it, and it’s a genuine add-on that can increase the value of every project.
What emerging SEO trends or technological shifts do you anticipate will most significantly impact web design in the next 2-3 years, especially considering advancements in AI?
Search is moving away from the traditional list of 10 blue links, where users click through multiple websites to gather information. That’s now being replaced by AI tools like ChatGPT and Gemini, which surface direct answers and personalised recommendations.
This means people will visit fewer websites for research and general content. Instead, they’ll land on sites when they’re ready to take action. So, while clicks may go down, the quality of traffic will go up.
What proactive steps should web designers be taking now to future-proof their client's online presence?
To prepare for this shift, designers should focus on helping clients build clear, niche authority. AI tools are more likely to recommend businesses that are specialists, not generalists. That means making sure the site shows exactly who the business helps, what makes them credible, and where they’ve delivered results before.
That could be through case studies, niche-specific testimonials, location pages, or detailed service content. The about page matters more than ever, too. If the site clearly communicates expertise and trust, it’s much more likely to be surfaced by AI and convert when it is.
How can you determine where a site ranks in AI search results?
The simplest way is to ask your preferred AI tool something like, “What do you know about [your brand]?” This gives you a snapshot of what the AI knows, where it's pulling that information from, and how your brand is being positioned.
You can then audit those sources. If something is missing or incorrect, and you can edit it, like a directory listing, review platform, or social profile, update it so AI reflects the right information.
You can also do this for competitors. Look at where they’re getting mentioned and what sources the AI is using to describe them. If your brand isn’t appearing in the same places, it’s unlikely AI will recommend you instead.
SEOSpace will be launching new AI visibility tools and competitor tracking September 2025. I’ll share more during my Circle Day talk, “How to Rank Websites #1 in AI Search Results,” which breaks down how to improve your position and beat competitors in AI search.
How do you make the most of Circle membership?
The main thing is connecting with other Circle members. That’s really where the value is. We’re all in it together, and being able to share problems, trade ideas, pass on leads, and support each other has made a massive difference for me and for SEOSpace.
Key takeaways
The following are top insights from Henry’s interview:
Start each web design project with a clear site architecture that reflects what your client offers and how people search
Search engines favor helpful, relevant content that’s written for humans, so prioritize clarity over keyword stuffing
For service-based businesses, optimizing for location-based services can dramatically boost visibility and traffic
Keep technical SEO effective with clean URLs, proper heading structure, and meta descriptions to ensure your sites are easy to crawl
Read Henry’s work on the Circle blog:
Watch past events with Henry:
Want more?
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