Clarity in search and intelligent discovery
Plain Arc Studio is an independent digital studio based in The Hague, working across SEO, AI and GEO — from technical search strategy to generative discovery and experimentation.
Some projects solve problems. Others exist because the only sensible way to understand something is to test it.
Practice areas
Search is no longer just search. Plain Arc Studio works across technical SEO, international search, generative discovery and practical AI experimentation — combining established search expertise with curiosity about what comes next.
Technical SEO
Technical audits, crawlability, indexation, site architecture, migrations, Core Web Vitals and the less glamorous problems that quietly decide whether a website gets discovered at all.
Generative engine optimisation (GEO)
Exploring how brands, entities and content are discovered, understood and cited across AI-powered search engines, answer engines and large language models.
International strategy
Multilingual and multi-market search strategy, including site architecture, hreflang, localisation, migrations and scalable organic visibility across markets.
AI experimentation
Practical experiments with generative AI, automation, content workflows and emerging tools — testing what genuinely works rather than simply following the hype.
About Plain Arc Studio
Plain Arc Studio is an independent digital studio based in The Hague, founded by Sandra Junnikkala.
It brings together years of experience in technical and international SEO, digital strategy and emerging search with hands-on experimentation in AI and generative discovery.
Plain Arc is deliberately part consultancy, part laboratory and part creative space. It’s a place to solve real search problems, explore how discovery is changing, and test new ideas before turning them into best practices.
No grand predictions about the future of search. I’d rather test it.
Field notes and observations
Experiments, observations and things I’ve learnt by actually testing them — from technical SEO and AI search to GEO, content and whatever changes next.
Luxury beauty, digital strategy & AI
Working across digital marketing, search and AI in a global beauty environment, combining multilingual strategy with hands-on experimentation in emerging AI technologies and new forms of digital discovery.
Senior Digital Strategist
Writing, storytelling & publishing
Published creative work adds another dimension to Plain Arc Studio: understanding not only how content is discovered, but how ideas, stories and language connect with people.
Author & screenwriter
Technical SEO, international growth & iGaming
Years of hands-on experience across international websites, technical SEO, complex migrations, multilingual search, content strategy and highly competitive iGaming environments.
360° SEO & Digital Strategy
Notes from the rabbit hole
SEO, AI, GEO, experiments, unexpected results and the occasional idea that became far more interesting than originally intended.
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Studio location
Plain Arc Studio
The Hague, Netherlands
Available for consulting engagements, strategic advisory, and exploratory collaborations worldwide.
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