Content pruning is the least intuitive thing in search optimisation, because every instinct says more pages should mean more traffic. Publishing feels like accumulation. Deleting feels like throwing away work somebody paid for. The mechanism that makes removal helpful is competition between your own pages. When two of...
SEO
Guides, tips, and strategies for improving search engine optimization to increase website visibility, traffic, and rankings.
Entity SEO starts from a fact that most optimisation advice still ignores: search engines stopped matching strings a long time ago. They match things. A page is not scored on whether it contains a phrase, it is scored on whether the system believes the page is about the concept behind the phrase, and on how confident...
Ranked but not cited is the specific frustration of doing search engine optimisation correctly and watching it produce nothing. The rankings arrive. The impressions climb. The clicks do not follow, and no amount of rewriting the title tag changes it. That is not a failure of your optimisation. It is what happens when...
The honest answer to whether llms.txt does anything yet is: almost nothing, measurably, and the people telling you it is essential for AI visibility are selling something. That is an uncomfortable position to hold while also recommending you publish one, so this post shows the numbers and then explains the...
Whether to block AI crawlers is presented as a technical question and it is not one. Blocking them is a few lines of configuration that takes ten minutes. The hard part is deciding whether you want to, and that decision is commercial: you are choosing between protecting content from being trained on and being present...
GEO for ecommerce is a narrower problem than GEO for content, and easier in one specific way: an assistant answering a product question wants facts it can state without hedging. Price, availability, dimensions, compatibility, return window. Those either exist in a machine-readable form on your site or they do not, and...
Nobody can measure GEO the way they measured search engine optimisation, and the reason is structural rather than a gap in the tooling. The old metrics assumed a click. Position was worth knowing because position predicted traffic, and traffic predicted revenue. When an answer is delivered without a visit, that chain...
Multi-location SEO goes wrong in the same way at almost every business that attempts it. Someone writes one good service page, copies it once per branch, swaps the town name, and publishes twelve pages that are ninety-five percent identical. It feels like scale. It behaves like duplication, and it tends to suppress...
The awkward truth about hiring a B2B SEO agency is that traffic and pipeline are only loosely related in this market, and most engagements optimise the one that is easy to measure. A B2B site can triple its sessions and generate no additional revenue at all, because the additional visitors were students, competitors...
An enterprise SEO agency is solving a different class of problem from a small-business one, and the difference is not scale in the arithmetic sense. A large site rarely fails because nobody knows what to fix. It fails because the person who knows cannot get it deployed. That is the part the pitch decks never cover. The...