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

Film, television & creative storytelling

Collaborating with Netflix in the entertainment industry, bringing together creative storytelling, screenwriting and an understanding of international audiences. Combining original ideas, narrative development and creative thinking across film, television and digital entertainment.

Creative Writing & Enterteinment

Independent Publishing & Global Distribution

Hands-on experience with Amazon Kindle Direct Publishing (KDP), combining independent publishing, creative writing and digital content distribution. Bringing together storytelling, publishing technology and an understanding of how written content reaches international audiences through global digital platforms.

Independent Publishing & Digital Distribution

Music Production & Digital Distribution

Independent music production and global digital distribution through DistroKid for the creative music project Groovy Diesel Spaghetti. Combining original musical concepts, creative experimentation and digital publishing to bring music to international audiences across streaming platforms.

Independent Music & Digital Distribution

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.