Jacob Horgan
Jacob founded Irvale Studio after a decade engineering revenue systems for hospitality, beauty, and trades businesses across the UK and APAC. He writes about AI-search visibility, conversion engineering, and the practical end of running a small studio. Based between London and Chiang Mai.
Writing by Jacob.
AEO vs SEO vs GEO vs LLMO: A UK SMB Decision Map
AEO, SEO, GEO and LLMO explained plainly for UK small businesses: what each term means, where they overlap and which one to fund first in 2026.
Getting Cited in Perplexity: Practical Tactics for 2026
Practical 2026 tactics for Perplexity citations: find winnable queries, structure pages AI can quote, and measure whether you are actually cited.
Schema Markup Every UK Small Business Should Ship in 2026
Schema markup for small business explained: which JSON-LD types earn rich results in 2026, what Google has retired, and how to test it before you publish.
How to Automate Google Review Requests in 30 Minutes
A 30-minute UK build for compliant Google review automation, with platform comparison, PECR-safe SMS triggers, and the Stripe webhook flow that works in 2026.
CRM for UK Small Business: The 2026 Buyer's Guide (Free vs Paid)
A 2026 buyer's guide to CRM for UK small businesses: free vs paid tiers, honest pros and cons, UK integrations and a decision framework by team size.
Email Marketing for UK Small Businesses: The 2026 Revenue Playbook
How UK small businesses turn email into a measurable revenue channel in 2026: lifecycle flows, deliverability, PECR rules, platform fit and benchmarks.
Fresha vs Treatwell for UK Salons: An Honest 2026 Comparison
An honest 2026 side by side comparison of Fresha vs Treatwell for UK salons, covering cost, commission, deposits, exit risk, marketing reach and ownership.
How UK Small Businesses Can Earn More Google Reviews Ethically
A CMA-aligned 2026 playbook for UK SMBs to earn more Google reviews, with channel benchmarks, compliant scripts and the practices Google actually rewards.
How Much Do Google Ads Cost in the UK? Real 2026 Benchmarks
Real 2026 Google Ads benchmarks for UK SMBs, with average CPC and CPL by sector, monthly budget tiers, LSA costs and where 500 pounds a month falls short.
The UK Small Business Guide to Google Ads in 2026
A practical 2026 Google Ads guide for UK small businesses, covering account structure, campaign types, tracking, GDPR, budgets and bidding strategies that work.
Google Business Profile UK: Setup, Verification and First 90 Days
A practical UK guide to claiming, verifying and configuring a Google Business Profile in 2026, plus the 90-day plan that turns a new listing into Map Pack rank.
Google Maps SEO for UK Small Businesses: A Plain-English Guide
What UK small businesses really need to know about Google Maps SEO in 2026 — without the agency jargon, and with the tactics that actually move the Map Pack.
The Polite British Way to Ask Customers for Reviews
UK-tone scripts and templates for asking customers for Google reviews politely, with channel benchmarks, timing rules and CMA-aligned phrasing for 2026.
How to Get Cited by ChatGPT (and Stay Cited)
How ChatGPT Search picks sources in 2026, why Bing visibility now matters, and the concrete schema, robots and EEAT fixes UK SMBs should ship this week.
llms.txt: The New robots.txt for AI? What to Ship This Week
What llms.txt actually is, what it does and does not do, and how UK SMBs should ship a working file this week using Irvale's own as a worked example.
Local SEO for UK Plumbers: From Boiler Calls to Booked Out
A 2026 plain-English local SEO playbook for UK plumbers, from service-area GBP setup to review velocity, with the tactics that actually fill the diary.
Online Booking Systems for UK Small Businesses: 2026 Buyer's Guide
An honest 2026 buyer's guide to online booking systems for UK small businesses, with pricing in pounds, GDPR posture, deposit handling and PECR notes.
Ranking in Google AI Overviews: The 2026 Playbook
How Google AI Overviews actually pick sources in 2026, and the schema, content patterns and fan-out tactics that earn citations for UK SMBs.
Responding to Negative Google Reviews: A UK Owner's Playbook
A UK owner playbook for responding to negative Google reviews, with response tiers, templates, removal flags and 2026 CMA, GDPR and defamation guardrails.
Topic areas.
- Revenue engineering
- Programmatic SEO
- AI search visibility
- Generative engine optimisation
- Conversion rate optimisation
- UK SMB marketing
- APAC market entry