Homepage SEO: what the front page should do
Homepage SEO is mostly about your brand and passing authority to key pages. What still works, which advice is out of date, and what to stop forcing.
Writing
Notes from inside the data
We spend our days looking at what is actually ranking. Notes on niche research, Google updates, link prospecting and programmatic SEO — no listicles, and no predictions we cannot back with numbers.
font-display: swap and the Lighthouse font warning
Font display swap clears the Lighthouse webfont warning with one line of CSS. How to add it, the Google Fonts parameter, and the layout shift trade-off.
Category page SEO for ecommerce sites
Category page SEO is mostly about links: Google finds products and judges importance through them. What Google says, and how to build pages that rank.
What is a web crawler?
What is a web crawler? A program that discovers and scans pages automatically. How crawlers find URLs, Google's three crawler types and how to verify them.
The best free SEO Chrome extensions
The best SEO Chrome extensions that are free, grouped by job: on-page checks, keyword research, technical audits and outreach, with the limits of each.
Multi-location SEO: location pages that rank
Multi-location SEO comes down to one page per real location, mostly unique content, consistent business details and links that make every page findable.
Local pack ranking factors: what moves the map
Local pack ranking factors from Whitespark's expert survey: primary category, proximity, name and hours lead. What agencies can change, and what not.
Local citations and NAP consistency
Local citations are a consistency job, not a link-building shortcut. Structured vs unstructured citations, NAP rules, and what to fix first for clients.
Do Google reviews help SEO?
Do Google reviews help SEO? For local rankings Google says yes; for web search, no. What that means for review requests, replies and client reporting.