The SEO blog
with no fluff.
Practical insights from 15 years in the trenches — technical SEO, content, links, AI search and real case studies. What actually moves rankings, written for people who do the work.
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Subdomain vs Subfolder SEO: The 2026 Decision Guide
Subdomain vs subfolder SEO in 2026: why subfolders usually win, the real mechanism behind it, and a framework for when a subdomain is actually right.
Google Discover SEO: How Non-Publishers Get Traffic
Google Discover SEO is not just for publishers. How the feed picks content, what the February 2026 core update changed, and how brands qualify.
SEO Coaching: What It Is and When It Beats an Agency
SEO coaching teaches your team to run search in-house instead of outsourcing it. How engagements work, what they cost, and when coaching beats an agency.
SEO Contract Template: The Clauses That Protect You
Every SEO contract template online is written to protect the provider. Here are the nine clauses to redline before you sign, and what each one costs you.
Shopify SEO Checklist: What Actually Moves Rankings
A Shopify SEO checklist ordered by impact, not by app settings. What Shopify already fixes for you, and the five platform limits that cost you rankings.
SEO for Law Firms: What the Agencies Won't Tell You
SEO for law firms, from an independent consultant instead of an agency selling retainers. What it really costs, what actually works, and when to walk away.
WordPress SEO Checklist: What Actually Moves Rankings
A WordPress SEO checklist ordered by impact instead of by plugin settings. What actually moves rankings on WordPress, and what is just green-light theatre.
URL Structure for SEO: What Actually Matters in 2026
URL structure for SEO is mostly a decision about not breaking things. What moves rankings, what doesn't, and when rewriting URLs is worth the risk.
SEO vs GEO vs AEO: The Differences That Actually Matter
SEO vs GEO vs AEO explained without the vendor spin. What Google officially says, what genuinely differs in the workflow, and what is just SEO renamed.
Keyword Clustering: The SERP Overlap Method That Works
Keyword clustering done right: group by SERP overlap, not semantic similarity. The threshold to set, how to validate a cluster, and when to split one.
How to Evaluate an SEO Proposal: A Buyer's Checklist
How to evaluate an SEO proposal without being an SEO: a section-by-section scoring checklist, the substitution test, and the red flags that matter.
SEO Agency vs Freelancer vs In-House: How to Decide
SEO agency vs freelancer vs in-house: what each model really costs, where each one fails, and a decision rule that tells you which one to actually hire.