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Insights

Straight answers to the questions
agencies usually dodge.

30 guides on SEO, local search, AI visibility, site performance and hiring an agency — written from the work we actually do, with the trade-offs left in.

AI Search

How to Get Cited by ChatGPT, Perplexity and AI Overviews

People increasingly ask an assistant instead of searching. Being the source it quotes is a different problem from ranking first — and a surprisingly tractable one.

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The short answer

AI assistants cite sources that state answers plainly, early and verifiably. Pages that lead with a direct answer, use clear headings, publish concrete facts rather than marketing language, and are technically accessible to AI crawlers are the ones that get quoted. Most of this overlaps with good SEO.

· 9 min read

SEO12Local SEO4AI Search3Web & Performance5Content3Marketing3

SEO

What Makes a Backlink Worth Having

The link building industry sells volume because volume is easy to invoice. What moves rankings is relevance and genuine editorial choice — which is slower, and harder to fake.

· 8 min read

Duplicate Content and Canonical Tags, Explained

There is no duplicate content penalty. There is something worse and less discussed: your own pages quietly competing with each other and splitting the signals that should have concentrated on one.

· 7 min read

E-commerce SEO: Where Online Stores Lose Rankings

Online stores have SEO problems no other site has: navigation that generates thousands of near-identical URLs, product pages nobody wrote, and inventory that changes what exists.

· 9 min read

Google Search Console: What to Actually Look At

Search Console is the only source of truth about how Google actually sees your site — and it is free. Most people open it, see a chart, and never find the reports that would have told them something.

· 8 min read

Internal Linking: The Cheapest SEO Win You're Not Using

Internal linking requires no new content, no outreach and no budget. It is the only meaningful SEO lever you control completely, and most sites use it almost by accident.

· 8 min read

JavaScript SEO: When Your Content Is Invisible

A site can look perfect in a browser and be nearly empty to a crawler. Modern frameworks make this less common than it was, and much harder to notice when it happens.

· 8 min read

How to Do Keyword Research Without Guessing

Keyword research goes wrong in a predictable way: people pick the terms with the biggest numbers and lose to sites forty times their size. Volume is the least useful column.

· 9 min read

What Structured Data Actually Does

Schema markup is sold as a ranking trick and is not one. What it actually does is more useful, and it matters more now that answer engines are reading your pages too.

· 8 min read

The Technical SEO Checklist That Actually Matters

Most checklists give eighty items equal weight, which is how people spend a month on image alt text while a stray noindex quietly hides half the site. This one is ordered by consequence.

· 9 min read

Why Isn't My Website Ranking on Google?

"Not ranking" describes three completely different problems with three different fixes. Diagnosing which one you have takes about ten minutes and saves months of misdirected work.

· 8 min read

How Long Does SEO Take to Show Results?

Most agencies answer this with a number designed to close a sale. Here is the actual curve, what changes each month, and the four things that decide whether you sit at the fast end of it or the slow one.

· 8 min read

How to Redesign a Website Without Losing Your SEO

A redesign is the most reliable way to lose organic traffic overnight — and the loss is almost always preventable with work done before launch, not after.

· 8 min read

Local SEO

How to Get More Google Reviews (Without Buying Any)

Most businesses ask for reviews occasionally, awkwardly, and at the wrong moment. Turning it into a routine step of delivery changes the result completely.

· 7 min read

Local SEO: How Local Search Actually Works

A local search result page is three different competitions stacked on top of each other, each won differently. Treating them as one is why most local SEO effort lands in the wrong place.

· 9 min read

SEO for Businesses With Multiple Locations

Multi-location SEO fails in one predictable way: twenty pages that are the same page with the place name swapped. Google treats that exactly as what it is.

· 8 min read

How to Rank in the Google Map Pack

The three business listings above the organic results run on a partly different algorithm — one where a small business can outrank a national brand. Here is what that algorithm actually weighs.

· 9 min read

AI Search

How to Get Cited by ChatGPT, Perplexity and AI Overviews

People increasingly ask an assistant instead of searching. Being the source it quotes is a different problem from ranking first — and a surprisingly tractable one.

· 9 min read

How to Win Featured Snippets

The box above the first result is winnable from position five, and the same structure that wins it is what AI assistants quote. One piece of formatting work, two payoffs.

· 7 min read

llms.txt, Explained

A proposed standard for telling AI assistants what your site is about. Adoption is not universal and the benefit is unproven — but the cost is an afternoon, and the discipline it forces is valuable on its own.

· 6 min read

Web & Performance

How to Actually Speed Up a Website

Site speed advice is usually a list of thirty tweaks. In practice four things account for nearly all of it, and images alone are typically half.

· 8 min read

HTTPS, Security Headers and Why They Affect SEO

HTTPS stopped being a ranking advantage years ago and became a requirement. The interesting question is what else about security quietly affects whether you rank at all.

· 7 min read

Mobile-First Indexing: What It Actually Means

Google ranks your desktop site based on what your mobile site contains. If the two differ, the smaller one is the one that counts — which is the opposite of how most sites are built and reviewed.

· 7 min read

Core Web Vitals, Explained Without the Jargon

Three metrics, three plain-language questions: does it appear quickly, does it respond when tapped, and does it stay still? Here is what each measures and what actually fixes it.

· 9 min read

WordPress or a Custom-Coded Website?

This decision gets argued on ideology and decided on budget, which is why so many businesses end up on the wrong side of it. Here is the comparison that actually matters, and a rule for choosing.

· 8 min read

Content

Blog Post or Landing Page?

These are different tools for different jobs, and using the wrong one is why so many pages get traffic that never converts, or convert well but attract nobody.

· 7 min read

Updating Old Content Beats Writing New

The highest-return content work is usually on pages you already published. They have history, links and rankings — advantages a new page spends months earning.

· 7 min read

How to Write Content That Ranks

Most content advice is either "write for humans" or "hit 1,500 words", and neither is actionable. Here is what the pages that win are actually doing differently.

· 8 min read

Marketing

SEO or Google Ads? A Straight Comparison

These get framed as alternatives and they are not. One rents traffic and delivers today; the other builds an asset and delivers in months. The question is which you need first.

· 8 min read

Your Site Gets Traffic But No Enquiries. Why?

Traffic without enquiries is four different problems wearing the same symptom. Three of them are cheap to fix, and one of them is that your forms have been broken for months.

· 8 min read

How to Choose a Digital Marketing Agency

Every agency pitch sounds similar because they are all optimised for the same meeting. These are the questions that produce different answers — and what a good answer sounds like.

· 8 min read

Ready when you are

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