Are 404 errors bad for SEO?
Are 404 errors bad for SEO? Not for pages that are genuinely gone. Google's own rules on 404s, soft 404s and 5xx errors, and the cases that do…
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.
SEO reporting and KPIs: what to include and why
What is an SEO report? A short account of what search delivered, why it moved and what happens next. Lead with KPIs like clicks, not impressions.
Resource page link building, step by step
What is resource page link building? Find curated link pages, vet them hard, then pitch one genuinely useful resource. Operators, filters and limits.
People Also Ask: how it works for SEO
What is People Also Ask? Google's related questions box, where its answers come from, how to optimise for it, and tools to find and track the questions.
Niche edits: what they are and the risk
What are niche edits in SEO? Paid links inserted into existing articles. When they pass ranking credit they are link spam under Google's policies.
Click depth: why distance from home matters
What is click depth in SEO? The number of clicks from your homepage to a page. Google says it matters more than URL structure, so flatten the path.
The skyscraper technique, ten years on
The skyscraper backlink technique still works, but not the way it did. What the original three steps got right, and what 'better' has to mean now.
Log file analysis for SEO
Log file analysis for SEO shows which URLs Googlebot and AI bots actually request, where they hit errors and which orphan pages they still find.
Link building outreach that gets replies
Link building outreach gets replies when each email gives a specific reason to link. Five steps, an example pitch, and why you should follow up only once.