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.
Mobile SEO Checklist
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: The Update Is a Date, Not a Diagnosis
Positions, impressions and clicks fall for different reasons. The audit that locates the loss — where, when, in which metric, and what took the place your pages held — before it names a cause, in the order of what it costs to rule each one out.
What to Do After Keyword Research: The Spreadsheet Isn’t the Plan
Keyword research ends with a list. The sequence that turns it into pages: which intent becomes which URL, in what order, with what inside. Two branches: a new site and a site that already exists.
301 Redirect SEO Penalty: The Redirect Isn’t Punished. It’s Ignored.
Google almost never penalizes a redirect. It reads what the redirect claims, checks whether the claim holds, and when it doesn't, passes nothing through. Five ways the check fails, and the one case that still ends in a manual action.
Technical SEO Audit: Discovery, Crawl, Render, Index, Retrieval
A technical SEO audit checks whether a search engine can discover, crawl, render, index and retrieve the pages that matter. Six places the path breaks, how to prove each one, and who fixes it.
International SEO Audit: Hreflang, Indexation by Locale and the URL Decision
An international SEO audit reads one site market by market: which page Google serves in which country, whether every locale is in the index, and where two targeting signals disagree. This is the order I run it in, with the reports and filters named.
B2B SEO Audit: Why Your Traffic Isn’t Reaching the Pipeline
Rankings up, sessions up, pipeline flat. A B2B SEO audit for that problem: where good traffic stops turning into qualified deals, and how to measure it instead of guessing.
Ecommerce SEO Audit: How to Triage a Store’s URLs
Millions of URLs, and almost none should rank. An ecommerce SEO audit by triage: index decisions, crawl budget, facets and the product feed.
Enterprise SEO Audit: Templates, Crawl Budget and Index by Sitemap
An enterprise SEO audit reads the rules above the pages: the templates that generate URLs, the crawl allowance per host, the index per sitemap, and the team that owns each fix.