UTM parameters and SEO: what to know
UTM parameters in SEO: what each tag does, the three you always need, and how to stop tagged URLs causing duplicate pages or skewed reports.
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.
PageSpeed Insights scores, explained
Your Google PageSpeed Insights score is a lab estimate, not a ranking factor. What the bands mean, why results vary and what Google really uses.
Does a Lighthouse score affect SEO?
Does Lighthouse score affect SEO? Not directly: Google uses Core Web Vitals field data, not the X/100 score. What the SEO audit checks and what to fix.
Lab data vs field data: which to trust
Lab data vs field data: why your Lighthouse test and real-user Core Web Vitals disagree, which one Google assesses, and how to use each one well.
Google Tag Manager and SEO: keep them apart
Google Tag Manager SEO edits add a layer of unpredictability. Use GTM for analytics and marketing tags; keep titles, canonicals and schema in the HTML.
Chrome UX Report (CrUX), explained
The Chrome UX Report is Google's public dataset of real Chrome users' Core Web Vitals. What it measures, who qualifies and how to read it.
www vs non-www: which is better for SEO?
www vs non www SEO: Google says neither version is preferable. What matters is picking one, redirecting the other and using it consistently everywhere.
WooCommerce SEO: start with permalinks
How to improve WooCommerce SEO, starting with permalinks: the product base options, category and tag bases, and why changing them later needs redirects.
Article schema: what to include
Article schema markup has no required properties. Here is what to include anyway: author, dates, headline and images, and how to mark up each one well.