SEO blog and research
We share the technical and strategic knowledge that drives results for our clients. Evidence-led analysis of shifting search patterns.
Why Most SEO Reports Hide The Only Metric That Actually Matters
Generic SEO reports focus on keyword rankings, but these are secondary indicators. We examine the metric that actually dictates success.
We Audited 50 Local Business Websites: Here's What Almost All Of Them Got Wrong
Our audit revealed that 90% of local businesses are missing basic proximity signals that prevent them from ranking in the map pack.
The Strange Relationship Between Google AI Overviews And Organic CTR
AI Overviews are changing how users interact with search results. We examine the data on which queries are losing clicks and which are gaining them.
Why High DR Backlinks Sometimes Do Nothing For Your Rankings
Domain Rating is a useful proxy, but it is not a direct ranking factor. We examine why relevant links always outperform generic stats.
What Makes Content Citable In AI Search Results?
Being cited is the new "ranking first." We break down the structural and semantic requirements for visibility in AI results.
Is Topical Authority Becoming A Meaningless SEO Buzzword?
Publishing "clusters" is often insufficient. We look at why true topical authority requires original thinking and deep research.
The Future of SEO Is Brand Building (And Nothing Else)
As search engines become more sophisticated, they are using brand signals as a proxy for quality. We look at why reputation is your best SEO tool.
The Real Reason Most Service Pages Never Rank
Most service pages fail to rank because they are written for humans to read and ignored by search engines — not because of keyword problems, but because of structural ones.
SEO Agencies Talk About Traffic Too Much And Revenue Too Little
Traffic is a vanity metric dressed up as a performance metric. We have seen sites with 200% traffic growth and flat revenue. The report looked great.
We Compared AI-Cited Pages Vs Non-Cited Pages: The Patterns Were Obvious
We ran the same queries through Google AI Overviews, Perplexity, and ChatGPT Search, then compared the pages being cited against the pages ranking.
The Problem With Most GEO Advice Right Now
Most GEO advice being published right now is written by people who have not actually run GEO campaigns. It recycles the same five principles.
How Google Probably Sees Your Website Architecture
Most site owners think about architecture from the user perspective. Google thinks about it from a graph perspective.
The Difference Between A Website That Looks Premium And One Google Trusts
We have audited sites that cost £50,000 to build and rank for nothing. We have also seen sites built on basic templates that dominate their category.
Why Thin Location Pages Are Quietly Dying
The old template approach to location pages — "We provide [service] in [city]. Contact us today." — is being actively demoted by Google.
The SEO Industry Has A Measurement Problem
SEO is the only marketing channel where the standard success metrics are widely understood to be inadequate, and the industry reports them anyway.
What A Technical SEO Audit Actually Looks Like Behind The Scenes
Most clients have never seen a real SEO audit. What gets sold as an audit is often a Semrush export with a priority column added.
Most Businesses Don't Have A Traffic Problem, They Have A Positioning Problem
When a client says "we need more traffic," the problem is almost never traffic. It is usually that the site is attracting the wrong people.
How To Actually Measure Brand Drag In Search
Brand drag is a silent killer. You can rank in position one and see a click-through rate that is 50% lower than the industry average.
Why Search Intent Is Failing Your SEO Strategy
The "informational vs transactional" model of search intent is twenty years old. It is too blunt a tool for the complexity of the modern search journey.
Why B2B SEO Is Fundamentally Different From B2C
The biggest mistake B2B brands make is applying B2C SEO tactics to their search strategy. Volume is rarely the answer in high-value B2B markets.
The Death Of The Keyword Research Spreadsheet
The tradition SEO workflow starts with a spreadsheet of 5,000 keywords. This is the wrong place to start. It is a technical exercise that ignores the user.
Programmatic SEO Is A Dangerous Trap For Serious Brands
Programmatic SEO is the latest "growth hack." It promises millions of pages and millions of clicks with zero manual work. For a serious brand, it is a trap.
SEO Is Now A Supply Chain Problem
Search has shifted from "discovery" to "curation." For a brand to be visible, it must manage its digital supply chain of trust and information.
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