Off-page SEO tools: what each one sees and what it misses (a test on 401 sites)
Backlinks, mentions, outreach and reviews: which tool you need for each off-page SEO job, and how much a backlink checker…
SEO
Zero volume keywords: when they're worth a page (test on 20 UK questions)
What zero volume keywords are, why tools don't see them and when they deserve a page: a test on 20…
How to analyse a website: what the domain overview tells you (and how far off it is)
How to analyse a website starting from the domain overview, with a test on two sites: estimated traffic against real…
Website pop-ups: use them or not? What Google says and what we found on 28 UK online shops
When a pop-up pays off, when Google treats it as intrusive, what it costs in CLS and what we found…
Shopify SEO: what the platform does on its own and what it doesn't (test on 24 UK stores)
Shopify handles sitemaps, canonicals and robots.txt. We checked 24 UK Shopify stores on page one of Google: the problems were…
Subdomain vs subfolder for SEO: what 127 Google UK results show
Google ranks subdomains and subfolders alike, but treats a subdomain as a separate site for crawling, robots.txt and Search Console.…
SEO techniques: 16 techniques by family and level of evidence
SEO techniques are the work, on the site and off it, that helps search engines find it, understand it and…
Shopify SEO apps: which to install and which to skip (test on 24 UK stores)
Shopify already handles sitemaps, canonicals and robots.txt. We checked 24 UK Shopify product pages and compared 8 SEO apps on…
Squarespace SEO: what it does for you and what it leaves to you
Squarespace handles sitemaps, SSL and structured data on its own, but meta descriptions, titles and H1s are up to you:…
SXO: what it is and where SEO and UX really clash (8 cases with Google's rule)
SXO holds SEO, UX and conversion together. We read the UK pages on it and checked against Google's documentation the…
Niche SEO: what to do when the tools say zero (test on 30 UK searches)
Of 30 UK niche searches, 9 have no volume and 13 are at 50 a month or below. How to…
Google disavow tool: when you really need it and how to handle an unnatural links warning
The disavow tool is for one case only: a manual action for unnatural inbound links. The two versions of the…