Lab: AI tools for SEO and GEOTested on my own projects first –then used for you.
My lab is where I try out new technology on my own projects before I recommend it to clients. This page shows my own tools and experiments: the SEO Compass, my AI tool for SEO and GEO, an AI content workflow and this website, which I planned, designed and built with Claude.
What is the lab?
The lab is my test bench for marketing technology. What works here, my team and I use with clients. What’s just shiny gets dropped.
Everyone is promising the next game changer, and hardly anyone has tried it themselves. I flip the order: I test new technology on my own projects first – before LinkedIn declares it a game changer. That way I know what holds up in practice, and I can explain it to you without a black box.
There are four things in the lab right now:
| Project | What it is | Who it’s for |
|---|---|---|
| SEO Compass | free website check for Google and AI search | you, ready to use |
| AI tool for SEO and GEO | in-house tool for optimising pages | internal, for client projects |
| AI content workflow | automated process for guide articles | internal, with human review |
| This website | the relaunch of hamed.de, built with Claude | anyone curious about what AI can do today |
What does the SEO Compass show you?
The SEO Compass is my free website check: enter your address, answer a few short questions and within a few minutes you see where your website stands on Google and in AI search – and where your biggest levers are.
Enter your website address and you get an assessment, no sign-up needed. The point is clarity: instead of a list with hundreds of warnings, you see what to tackle first. It follows the principle I’ve worked by for years: the right measures in the right order.
What a full check covers and how to read the results is explained on my SEO check page.
What does my AI tool for SEO and GEO do?
My AI tool for SEO and GEO is a tool my team and I built ourselves. We use it every day to optimise pages for Google and for AI search such as ChatGPT and similar tools.
GEO stands for generative engine optimisation. GEO is the practice of shaping content so that AI systems such as ChatGPT, Gemini, Perplexity or Google’s AI Overviews can find it, understand it and cite it as a source. SEO gets you to the top of Google. GEO gets you into the AI’s answer. Today you need both.
The tool helps us keep both in view at once:
- Built in-house: my team and I built it for our own work – not a bought tool with a new label.
- Used every day: my team and I work with it on real pages, not demos.
- For Google and AI search: every optimisation aims at both – rankings on Google and mentions in AI answers.
- No black box: the tool is internal, the results aren’t. You see what changes on your page and why.
We’re keeping the name to ourselves. The tool is better than the name.
How GEO differs from classic SEO is covered in my article GEO vs. SEO. If you want GEO for your own business, everything you need is on my GEO expert page.
How is a guide article created with AI?
My AI content workflow is an automated process that prepares guide articles every day: research, briefing, draft. A human checks every sentence before anything is published.
A content workflow is a fixed sequence of steps that turns a topic into a finished article. In mine, AI handles the groundwork and a human keeps the responsibility:
- Research (automated): what do people ask about a topic, what do they search for, what’s already out there?
- Briefing (automated): the research becomes a brief for the article – goal, audience, outline and the questions it has to answer.
- Draft (automated): AI writes a first draft based on the brief.
- Review (human): a person reads every sentence, checks facts and figures, fixes the tone and cuts anything that’s wrong or helps no one.
Why isn’t the last step automated? Because AI text sounds fluent even when it’s wrong. An article with mistakes costs trust – with readers, with Google and with the AI systems you want to cite it.
How you can create good content with ChatGPT, Gemini and similar tools yourself is the subject of my article on creating content with AI. You’ll find more in my blog.
How was this website built?
I planned, designed and built this website with Claude. If you like it, you can see what AI can do today. If not, write to me.
hamed.de ran on WordPress for many years. For the relaunch I rebuilt it with Claude, Anthropic’s AI assistant – from the requirements document and the design system down to every single page. AI builds, I decide: I review every change and sign it off myself.
Here’s what the site is made of:
| Component | Solution | Why |
|---|---|---|
| Framework | Astro, statically generated | Every page is ready-made HTML; the content is fully readable even without JavaScript. |
| Hosting | Cloudflare | Pages are served from a global network. |
| Editing | Keystatic | I edit content in a simple interface, saved as files. |
| Version control | Git | Every change is traceable and can be rolled back. |
| Languages | German and English | Every page exists in both languages, English under /en/. |
| AI readability | llms.txt and Markdown versions | AI systems get every page as clean text. |
What I paid attention to
- Speed: the target is a score of 100 in every category of Google Lighthouse, the audit tool behind PageSpeed Insights – on mobile and desktop. Every change is checked automatically before it goes live.
- Keeping rankings: all existing German URLs stay the same. Where an address changes, a 301 redirect permanently points to the new page. Even the jump links on key pages are preserved.
- Readable for AI: /en/llms.txt lists every page for language models, and each page has a Markdown version. The robots.txt explicitly allows search and AI crawlers.
- Accessible: the site follows WCAG 2.2 AA – with visible focus, real buttons and proper labels.
- Simple: one typeface, four shades of blue, and no external scripts apart from Cloudflare’s cookie-free visitor statistics.
How to rebuild a website without losing rankings is covered in my article on website relaunches – and, using this site as the example, in my talk “How a relaunch works”.
Which AI tools do I use?
In daily use: Claude, ChatGPT, Gemini, Perplexity – and a healthy dose of scepticism. On top of that come the tools my team and I have built ourselves.
| Tool | What it is |
|---|---|
| Claude | AI assistant by Anthropic. This website was built with it. |
| ChatGPT | AI assistant by OpenAI and, for many people, their way into AI search. |
| Gemini | Google’s AI model, closely tied to Google Search. |
| Perplexity | AI search engine that backs its answers with sources. |
I use several systems for two reasons. First, each is stronger at different tasks. Second, these are exactly the places where your customers now look for answers. If you optimise for AI search, you need to know how these systems answer.
And the healthy scepticism?
AI is a powerful tool, not an oracle. That’s why three rules apply in my lab:
- A human checks facts and figures. AI answers sound confident even when they’re wrong.
- Test first, recommend second. Whatever I advise clients, I’ve tried myself.
- Results over hype. A new tool only stays if it measurably saves time or improves results.
What actually helps and what’s just shiny is what I show in my talks and webinars. For my story since 1999, see about me.
Questions about the lab
Updated on · by Hamed Farhadian
Can I buy your AI tool?
No. My AI tool for SEO and GEO is an in-house tool, not a product for sale. My team and I use it on client work. If you want to benefit from it, the way to do that is a project with my team at SEOeffekt.
What is your AI tool called?
We’re keeping the name to ourselves – the tool is better than the name. That’s why this site simply calls it “my AI tool for SEO and GEO”.
Does AI write your articles?
AI does the groundwork: research, briefing and a first draft. Before anything goes live, a human checks every sentence – facts, figures, tone and clarity.
Is the SEO Compass really free?
Yes. Enter your website address, and within a few minutes you see where your biggest levers are – no sign-up needed. Try the SEO Compass.
Can you show me how you work with AI?
Yes. My talks, workshops and webinars use live examples from this lab – on site in Hamburg or online, and also for your team.