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Modern entity SEO, technical indexing foundations, keyword intent research, and building durable link authority that survives core algorithm updates.
25 articles
A link is a citation, and a citation requires that someone writing about your subject needed you to make their point. That is the whole mechanism, and it is the reason most "linkable content" earns nothing. The test, before you build anything: Could a writer covering this topic finish their sentence without referencing you? If […]
Outreach fails for exactly two reasons, and only one of them gets written about. The first is that the email was not worth replying to. That is the reason every guide addresses, and the advice — personalise, be brief, offer value — is correct and insufficient. The second is that the email never arrived. Nobody […]
HARO is gone. Not deprioritised, not rebranded again — permanently discontinued on 9 December 2024, when Cision confirmed that "the Connectively (HARO) platform has been permanently discontinued." It was announced on 11 November 2024 and closed four weeks later, with Cision saying it had decided "to focus our attention on core offerings where we see […]
On-page SEO is everything on the page itself that helps a search engine understand what it is about and helps a person decide to click it — and roughly half of the advice in circulation about it is built on limits Google does not publish. Two examples, both from Google's own documentation. There is no […]
A blog needs four schema types, and two of the types most blogs are currently adding produce nothing at all. FAQ rich results stopped appearing in Google on 7 May 2026, HowTo rich results were withdrawn in 2023, and neither type appears in Google's structured data gallery any more. That matters because a great many […]
Internal linking is the only ranking-relevant signal you control completely, and most sites use a fraction of what they already have. Every link you add is a vote you cast for your own page, placed exactly where you want it, at no cost and with nobody's permission. It also does something more specific than passing […]
You can track AI referral traffic in GA4, and it will show you a minority of your actual AI visibility. The setup takes ten minutes and is worth doing. What matters more is knowing which traffic it can never capture, because the gap is large enough that acting on the visible number alone will mislead […]
Image SEO is two separate jobs that get discussed as one: describing images so machines understand them, and delivering them fast enough not to damage the page. The first affects image search and accessibility. The second affects every visitor and your Core Web Vitals. For most sites the second matters far more, because images are […]
Google has stated that it does not use llms.txt, and its own AI optimisation guidance names the file as unnecessary for AI Overviews and AI Mode. John Mueller has compared it to the keywords meta tag — a file people publish, that nothing reads. The file is not worthless. It is just not a search […]
Your title tag is a strong suggestion and your meta description is a weaker one — Google generates both from the page when it judges its own version better, and it publishes no character limit for either. That is not a reason to stop writing them. It is a reason to write them for a […]
A slipping post has one of four causes, and they need four different responses — so the first job is diagnosis, not rewriting. Refreshing the wrong page in the wrong way is how sites spend a quarter on content updates and end up flat. Changing the publish date is not a refresh. It is the […]
A robots.txt file controls crawling, not indexing — and Google says so in its own words: "it is not a mechanism for keeping a web page out of Google." Nearly every expensive robots.txt mistake comes from believing otherwise. The file is two lines of text that can remove a site from search results, and the […]