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Preheat the oven to 180°C/Fan 160°C/Gas 4. Line a 20cm round springform cake tin with baking paper.
Put the butter and sugar, and the orange or lemon zest if using, into a large bowl or a free-standing electric mixer. Use an electric hand whisk or the mixer to beat for a couple of minutes, until light and fluffy.
In a second bowl, thoroughly combine the flour, baking powder, ground almonds, sunflower seeds and poppy seeds, if using.
Add an egg and a spoonful of the dry ingredients to the butter and sugar mix and beat until evenly blended. Repeat to incorporate the remaining eggs. Tip in the remaining dry ingredients and fold together gently but thoroughly, finishing by folding in the milk or water to loosen the batter a little.
Spoon the mixture into the prepared tin and spread it gently and evenly. Scatter with the flaked almonds and/or pumpkin seeds. Bake in the oven for 35 minutes, or until risen and golden, and a skewer inserted into the centre comes out clean. Leave to cool, at least a little, on a wire rack.
Remove the cake from the tin and cut into slices to serve. It will keep in an airtight tin for up to 5 days, but you’ll most likely finish it well before then.