SEO field notes from the team.
Practical writing on the topics we work on every day — technical SEO, AI search, content, analytics and links.
Agency Selection
Why Hiring an SEO Agency Is Different in 2026
What changed about hiring an SEO agency now that AI search is a real channel — and what to ask before you sign.
AI Search
How to Win Citations in Google AI Overviews
Practical tactics for getting your content quoted by Google AI Overviews — formatting, entities and authority signals.
Technical SEO
Core Web Vitals 2026: What Actually Matters
The 2026 view on LCP, INP and CLS — what to optimize, what to ignore and how to measure with real users.
Link Building
Editorial Link Building Without the Sleaze
How to earn editorial backlinks the long way — and why the long way is also the only durable way.
Content Strategy
Building Topical Authority From Scratch
A 12-week plan for building topical authority in a new niche — from cluster mapping to publication cadence.
Local SEO
Local SEO in 2026: The Map Pack Playbook
A modern local SEO playbook — Google Business Profile, reviews, citations and the content that locks in the map pack.
E-commerce
E-commerce SEO: The Category Page Is the Asset
Why category pages are your highest-leverage e-commerce SEO asset — and how to make them rank.
SaaS
SaaS SEO: Start at the Bottom of the Funnel
Why the cheapest path to SaaS revenue from SEO is bottom-of-funnel content — and how to build it.
International SEO
International SEO: Hreflang Without the Headaches
A clear guide to hreflang implementation — the rules, the common mistakes, and how to validate at scale.
Analytics
Using Search Console for Strategy, Not Just Reporting
Search Console is a strategy tool, not a dashboard. Here is how to mine it for actionable opportunity every week.
Technical SEO
Schema Markup That Actually Matters in 2026
Not all structured data earns its keep. Here are the schema types still moving rich results — and which ones to skip.
Content Strategy
Content Refresh Cycles That Compound
The single highest-ROI content activity is the refresh. Here is how to systematize it.
Technical SEO
JavaScript SEO: Rendering, Hydration and the Right Defaults
Modern JavaScript SEO is mostly about choosing the right rendering strategy. Here are the defaults that work.
Local SEO
Google Business Profile: What's Working in 2026
Posts, products, services, Q&A and reviews — the GBP fields that actually move calls and direction requests.
Technical SEO
Site Architecture: Why Hubs Beat Flat
A hub-and-spoke architecture beats a flat structure for almost every content site. Here is why — and how to design one.
UX & SEO
Page Experience Beyond Core Web Vitals
Core Web Vitals are not the whole page experience story. Here is what else Google measures — and what users notice.
Strategy
Competitor Analysis That Actually Pays Off
Most competitor analysis ends in a spreadsheet nobody reads. Here is how to make it ship work.
Analytics
GA4 Server-Side Tracking for Honest Numbers
Ad blockers and ITP have eaten client-side analytics. Server-side tracking with GA4 fixes the data — here is how to set it up.
Analytics
Splitting Brand vs. Non-Brand Search
Mixing brand and non-brand traffic in one report hides the truth. Here is how to split them and what to do with each.
Strategy
The First 90 Days of an SEO Program
What an honest, senior SEO program looks like in its first 90 days — and what to push back on if you're not seeing it.
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