On-page work: the parts that still matter and the parts that never did
What a title and heading structure are actually for, why keyword density was never a thing, and which of the old habits are simply superstition.
Read itPages11 min
Audit
Four texts on search
Pages, results, links and markup. Each text says what is documented, what is observed and what is simply repeated.
Published texts
Rankings: what a position actually is and why yours differs from mine
Why there is no single ranking any more, what personalisation and location do to a result page, and what to measure instead of a position number.
Read itResults11 min
Links: reading a link profile without deceiving yourself
What a link actually signals, why third-party authority scores are estimates and not facts, and why buying links remains a bad idea for boring reasons.
Read itLinks11 min
Structured data: describing a page in a way machines can read
What schema markup does, why it must match what the visitor sees, how validation differs from eligibility, and what breaks it most often.
Read itMarkup10 min