Technical SEO and measurement. Writes about crawling, indexing, Core Web Vitals and the difference between a figure and a guess.
338 articles
Listings of a business's name, address and phone number across directories, and keeping them consistent. What is at stake Inconsistent details confuse customers...
Validating structured data with testing tools before and after publishing. The key figures Rich Results Test checks whether a page is eligible for Google featur...
Monitoring where pages appear in search results for chosen keywords, across devices and locations. Where most projects go wrong The usual mistakes: Reporting si...
Running controlled tests on titles, templates or internal links to measure their effect on search performance. Why does it matter? SEO advice is often generic,...
Patterns in how search demand rises and falls through the year for different topics and products. At a glance Trends data Google Trends shows relative interest...
Reviewing which sites link to a domain, how they link and what that says about authority and risk. What is at stake Link profiles explain performance difference...
How URLs are constructed, including words, folders, parameters and capitalization. The key figures Readable words Google recommends simple, descriptive URLs Cas...
Why clicks in Search Console never match sessions in analytics, and how to use each correctly. Where most projects go wrong The usual mistakes: Expecting number...
How search engines treat PDF documents, and when content belongs in a PDF rather than a web page. Why does it matter? PDFs can rank and attract links, but they...
Generating many pages from structured data, such as location, product or comparison pages. At a glance Templates pages are generated from data sources Scaled co...
The difference between domain properties and URL prefix properties in Search Console, and when to use each. What is at stake Choosing the wrong property type hi...
Assessing how hard it will be to rank for a keyword, using tool scores and manual analysis of the results page. The key figures Tool scores are proprietary esti...
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