#SEO
17 pieces filed under “SEO”.
Internal linking is architecture, not an afterthought
Internal linking is information architecture, not a plug-in. Hub-and-spoke models, anchor-text discipline, related-content automation, and measuring crawl paths.
Make them search your name: growing branded search demand
Branded search is the closest thing marketing has to a census of memory. Here's how to grow it deliberately — and measure it without flattering yourself.
Content pruning: the unglamorous SEO lever
Dead-weight URLs drag the whole site down. How we audit, decide merge-redirect-delete, protect traffic through the change, and monitor the next 90 days.
Review your content like a portfolio
A quarterly content benchmarking ritual: sort every article into winners, flatliners and sleepers, then give each piece one of three decisions — prune, refresh or expand.
Share of search: a brand metric a CFO will accept
Brand health is usually measured with slow, soft surveys. Share of search turns branded query volume into a leading indicator finance teams actually trust.
Calculators and checkers: interactive tools as content
Calculators, graders and generators as content: why tools earn links articles can't, how to scope one that ships in a sprint, and measuring assisted conversions.
Alternative-to pages that don't smear anyone
Building a comparison-page programme that ranks and keeps trust: intent research, fair-comparison editorial rules, freshness ops, and killing fake objectivity.
Alternative-to pages that rank and don't embarrass you
Comparison and 'X alternatives' pages capture high-intent search. The honest playbook: structure that concedes strengths, verified matrices, tone rules, upkeep, pipeline.
Information architecture for marketing sites: the growth lever in plain sight
IA decides what buyers find, what search engines index and what survives a redesign. The nav-to-journey map, the three-level ceiling and URLs that outlive themes.
Paid vs organic: an honest budget conversation
Paid buys speed, organic builds equity. The CAC sanity math, payback windows, and creative-testing handoffs that decide where your next marketing dollar belongs.
Content clusters that compound: planning in public
How we build topic clusters that compound: pillar economics, keyword-to-intent mapping, link graphs, refresh cadence, and the planning spreadsheet we use.
Your search box is a research department
Nobody lies to a search box. Mining internal site search — zero-results reviews, synonym dictionaries, query taxonomy — into a content roadmap that compounds.
Customer stories that rank and convert
Customer stories are a growth program, not a trophy shelf: interviews that surface quotable numbers, structure for skimmers, SEO packaging and tidy permissions.
Reviews that earn trust instead of renting it
A five-star wall of praise converts nobody. Review systems earn trust via solicitation timing, proud 3-stars and merchant replies that de-escalate.
Digital PR for links: an honest playbook
Link earning without spam: data studies people cite, expert commentary workflows, asset-led outreach, realistic conversion rates, and how to tell if it's working.
Content strategy that compounds: how we plan a year of publishing
How we plan a year of publishing around compounding, not volume: intent-led topic selection, decay curves, refresh budgets, and attribution that admits its limits.
The compounding returns of refreshing old content
Old content decays silently. Here's our refresh system: decay detection in Search Console, refresh-vs-rewrite rules, redirect discipline, and a cadence that compounds.