Strategy
SEO vs paid: the honest version of the CAC argument
SEO usually wins on cost over time — but not always, and not immediately. Here’s the honest version. Where organic wins Mature organic traffic…
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Strategy
Why I chase quick wins before the big projects
Momentum matters in SEO. Starting with fast, visible results earns the trust to do the slower, more valuable work later. Signal early When a…
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Technical SEO
Trailing slashes, /en/ and other duplicate-URL traps
Duplicate URLs split your ranking signals in half without anyone noticing. They’re boring to fix and almost always worth it. Trailing slash duplicates /page…
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Links
How to vet a link before you ever ask for it
The fastest way to keep a backlink profile clean is to never chase a bad link in the first place. A few checks separate…
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Audits
What a real SEO audit looks like (and what most aren’t)
Plenty of “audits” are three tools stitched into a PDF. A real audit is a decision-making document: it tells you what to do first,…
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Technical SEO
Subdomain vs subfolder: where your blog should actually live
If your blog sits on blog.yoursite.com and your money pages live on yoursite.com, you may be splitting your authority in two without realising it.…
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