Insights
Research, analysis and field notes on search — what we measure inside Algorithm, what changes in the algorithms, and what it means for the companies we work with.
Lost Keyword Rankings: How to Recover a Page That Slipped, and When to Leave It Alone
A page slips from 4 to 15 on the query it was built for while the rest of the site holds. The sequence that finds why, split by page type, and the four cases where the right move is to wait.
Backlink Audit: How to Read a Link Profile Page by Page, and When Not to Disavow
A backlink audit reads what the links to a site carry, not how many there are: the anchor profile of each page that sells, the links that are gone and the ones that no longer count, and a one-line decision on disavow, usually no.
Why Is Having Duplicate Content an Issue for SEO?
The exam answer is one sentence: it dilutes ranking potential. What that means on a site is three mechanisms, three Search Console statuses, and a choice between canonical, 301 and noindex that most guides get backwards.
B2B SEO Strategy: How to Build One in Nine Steps, From Site Focus to Pipeline
A B2B SEO strategy is a short document: a centre, a ladder of pages for the buying committee, six templates, a build order by distance to the pipeline, four link rules and one number read every quarter. The thresholds and reports below are the ones we use on our own site.
B2B Website Speed: What Slows a Marketing Site and What “Fast Enough” Means
A marketing site has thirty pages, a demo form and ten third-party scripts on the page where the deal starts. Where the speed goes, which three to five numbers Google actually reads for a site this size, and why desktop matters more here than the guides say.
Crawlability Problems: 14 Ways Googlebot Fails to Reach a Page
Most crawlability problems on a working site are self-inflicted: a Disallow left from staging, a noindex on the wrong template, a redirect on top of three older ones. Fourteen of them, with where each shows in Search Console and what fixes it.
Enterprise SEO Mistakes: The Decisions Behind the Template Errors
Nine mistakes that repeat on every URL a template generates, the decision behind each one, and where it shows first: in a Pages report status, a crawl, or a release log that was never kept.
Mobile SEO Checklist: 20 Checks in the Order the Index Is Built
What Googlebot Smartphone fetches at your URL is the page Google indexes, on desktop too. This checklist runs in the order the index is built: parity, crawl, index, render, then performance and UX.
Website Rankings Loss Audit: How to Diagnose the Drop Before You Blame the Update
Positions, impressions and clicks fall for different reasons. The audit locates the loss — where, when, in which metric, and what took your place — before it names a cause, in the order of what it costs to rule each one out.