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Chris Hinchly
About
Chris Hinchly is the co-founder of Appear Online and one of the agency’s lead strategists. He specialises in technical SEO, on-site optimisation and the growing role of artificial intelligence in search. Chris focuses on turning complex data and technical audits into clear, actionable steps that drive measurable growth for clients. With a background in strategy and advanced SEO engineering, he works across site architecture, technical performance, content frameworks, and AI-informed optimisation. Chris also plays a key role in shaping Appear Online’s approach to modern search, including AI Overviews, LLM visibility and the future of on-site experience. His work combines technical depth with a practical, results-first mindset, helping brands improve their search performance, strengthen their foundations and prepare for the next era of AI-driven discovery.
Articles
Entity Optimisation - The Foundation of AI Driven SEO Success
Entity optimisation is now essential for AI search visibility. When content is clearly defined and connects entities, large language models can interpret meaning, validate accuracy and reuse information confidently in summaries and reasoning-based outputs.
Domain Authority Signals in Artificial Intelligence Ranking
Domain Authority remains useful for competitive analysis, but AI search systems rely increasingly on entity clarity, structured content, and factual reliability. This guide explains how authority works in the era of artificial intelligence ranking.
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