Found, Trusted, Chosen.
A Practical Guide to SEO, AI, Online Visibility and Search Marketing, the commercial SEO playbook for people who want practical progress, not theatre.
Buy on AmazonAnyone can buy clicks.
Chosen is earned, not bought.
Too many businesses know their customers are searching, yet still can't tell whether their SEO is actually driving growth. Found, Trusted, Chosen is a practical, plain-English guide to running search as a commercial system, not a pile of disconnected tactics.
Built around the Fly High Media Growth Model and a relentless 80:20 focus, it shows founders, marketers and teams how to find the few pages, queries and fixes that move the numbers, and how to prove it.
"This book is for people who want practical progress, not theatre."
Inside this book
- Connect search to revenue, margin and lifetime value
- Find the 80:20 that shifts the P&L
- Map intent across Google, YouTube, Reddit, maps and AI
- Build technical foundations that protect revenue
- Win with content, internal links and E-E-A-T that last
- Report, forecast and rank in AI search — proving ROI
Ten parts. One commercial system.
Think Like a Commercial SEO
The mindset shift, where people search now, value chains, intent mapping and the 80:20 rule of SEO.
Strategy and Planning
Discovery that matters, goals and guardrails, forecasting with ranges and the Fly High Media Growth Formula.
Systems and Technical Foundations
Crawl control, Core Web Vitals, JavaScript SEO, structured data, entities, local and ecommerce foundations.
Content That Drives Demand
Topic authority maps, content operations, on-page without fluff, internal linking as a system, programmatic content at quality.
Authority, Brand and Digital PR
Earning links that last, digital PR that moves the P&L, brand signals, E-E-A-T and reputation management.
Measurement, Reporting and Budgeting
Analytics stack and data hygiene, reporting that wins buy-in, budgets, capacity and forecast vs actuals.
AI in SEO and Ranking in LLMs
AI basics for marketers, guardrails, practical AI workflows and how to rank in LLMs and AI Overviews.
Multichannel Organic Search
YouTube SEO, TikTok and short-video search, Pinterest, communities, marketplaces and app stores.
Teams, Playbooks and Scale
Building the team, working with agencies, common failure modes and rescues and the commercial lens that ties it together.
Front and back, up close.
Front cover
Back cover
Written by someone who's actually built the thing.
Matt Pyke is an award-winning growth strategist and the founder of Fly High Media. He's spent over a decade helping businesses, from local challengers to national brands, turn search into durable, compounding growth. His work has been featured in Foundr, Social Media Examiner and Prolific North.
Every framework in this book has been pressure-tested with real budgets, real teams and real revenue on the line.
More about Matt →