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.
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: How to Run One in Seven Steps, from Discovery to Retrieval
Any site-audit tool runs the crawl checks in a click. A technical SEO audit is the reading that follows: which flagged issues stop Google on the path from discovery to retrieval, which are noise, and what the evidence is for each.
B2B SEO Audit: How to Find Where Traffic Stops 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.
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.
Ecommerce SEO Audit: How to Run One in Nine Steps, by URL Class
A store with 10,000 products has a few million URLs, and the audit is deciding which of them deserve a place in the index. Nine steps by URL class, the Search Console status that shows each finding, and a triage sheet with an owner per row.
Enterprise SEO Audit: How to Run One Across Templates, Teams and Crawl Budget
Seven phases, in the order the findings depend on each other. 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.
B2B Website Redesign Without Losing the Pipeline
The SEO decisions that cost the most to undo are made before anyone writes code: page inventory, architecture, rendering and the CMS. This guide splits each one between SEO and development, gives the Core Web Vitals thresholds as Google publishes them, and ends with an acceptance table a front-end lead can sign off on.
Web Development and SEO: How the Build Decides the Rankings
Web development and SEO as one process: the seven build decisions that settle rankings, who owns each half, the Core Web Vitals numbers people get wrong, and the acceptance table a developer can sign off.