How to rebuild a WordPress site without losing traffic
Rebuilding a WordPress site touches hosting, the database, plugins and every URL you have earned. Here is the order of operations that keeps traffic intact, from inventory to…
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The author
Erwan
WordPress sitemaps: what they do and how to submit one
A sitemap will not lift your rankings, but it is the only channel that tells you what Google has actually seen. Which one to use on WordPress, what…
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How to structure a website for SEO, step by step
Most sites do not have a structure so much as a history of additions. Here is how to design the tree, control click depth, link pages properly and…
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Robots.txt for online shops: facets, carts and AI crawlers
An ecommerce robots.txt governs crawling, not indexing — a distinction that matters once filters, sorts and pagination multiply your URLs. Here is what to block, and where AI…
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Click-through rates by Google position: what the data shows
Position one takes more than a quarter of clicks, and page two barely exists. Here are the published CTR figures by position, what AI Overviews changed, and how…
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Title tag vs H1: what's the difference and how to write both
The title tag and the H1 both carry a heading, and WordPress often fills both from the same field. They sit in different places, serve different readers and…
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Audit your own SEO before you hire an agency
SEO proposals all look alike on paper. Record these seven numbers yourself before the first meeting, and you will know which work you actually need, and which you…
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Google ranking factors: confirmed, correlated and made up
Lists of 200 Google ranking factors mix documented signals, loose correlations and plain folklore. Here is what Google's own documentation confirms, and what it quietly contradicts.
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Local SEO on Google: a practical guide for small businesses
Local search rewards accurate, consistent information far more than clever tactics. Here is a method for Business Profiles, matching details, service areas, reviews and measurement.
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Featured snippets: how to win position zero
Google will not let you request the box at the top of its results, and no markup exists for it. Here is what the documentation says, what the…
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Google Ads: 10 up-to-date tips for your first campaign
Conversion tracking, consent signals, Demand Gen migrations and smart bidding: the settings that decide whether a Google Ads campaign works. Plus the old habits that no longer apply.
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What Google's quality rater guidelines mean for your site
Google publishes the manual it gives its search quality raters. Here is the part that applies to a whole site: page purpose, YMYL topics, business identity, reputation and…
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Long-tail SEO explained, and how to find your terms
Rare, precise queries rarely bring much traffic on their own, yet together they account for a large share of search demand. Here is what long-tail SEO covers, what…
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How to read your Google Search Console reports
Search Console is free, and its whole value lies in how you read it. A guide to the Performance, generative AI, indexing, sitemaps and Core Web Vitals reports,…
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How to measure SEO results without kidding yourself
Search Console, analytics and rank trackers each show a different slice of the same chain. Here is what each one measures, in what order, and where its blind…
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Duplicate content: what it really costs your rankings
Google groups near-identical pages and picks one to show. That choice is an economic problem rather than a punitive one, and three situations deserve more attention than the…
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E-commerce SEO: the fundamentals that still matter
A shop is not a brochure site: filters, variants and pagination turn 500 products into thousands of URLs. The fundamentals, in the order an audit works through them.
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301 redirects: when to use them and how to set them up
Every site that lives long enough changes address, and the redirect plan decides whether the traffic follows. Which status code to send, four ways to set one up,…
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Buying keywords on Google: how the auction works
Buying keywords on Google means entering an auction that is re-run at every search. Here is how the bidding works, what decides your position, and what to measure…
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Netlinking: link building strategies that hold up
Backlinks still count, but the sources that are safe to use have narrowed. A practical look at the link building strategies that stay defensible, the ones Google treats…
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What SEO actually does for a business
Search is a slow channel to build, but its cost does not rise with every extra visit. Here are the decisions that separate a site collecting enquiries from…
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Google Ads coaching: run your account with an expert
Coaching means you keep the Google Ads account and learn to read it, with a consultant beside you. Here is what the sessions cover, what has to work…
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Which CMS is best for SEO? An honest comparison
No platform ranks a site on its own, but the one you pick decides how much work good technical foundations will take. A dated comparison of the main…
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Can nofollow links get you a Google penalty?
Inbound nofollow links do not trigger a Google penalty, and they have not since the attribute became a hint in 2019. The real exposure sits on your own…
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Buying expired domains without getting burned
A dropped domain is rented, not owned, and reusing one now sits inside Google's spam policies. Here is how the expiry cycle works and what to verify before…
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Choosing web hosting for a high-traffic site
Any host copes with a few hundred visits a day. The choice starts to matter when a campaign or a season multiplies requests, and the server decides whether…
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Google Shopping CSS: should you use a third party?
Google Shopping is a CSS, switched on by default the moment you link Merchant Center to Google Ads. Here is what a third-party comparison service changes, and what…
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Ecommerce deliveries: cutting losses and disputes
A broken or missing parcel costs far more than the item inside. Where liability sits, what proof to archive, how to pack by product type and how to…
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Sitewide links: are footer and menu links an SEO risk?
A footer link on a 3,000-page site produces 3,000 backlinks from a single domain. Here is how Google actually treats sitewide links, and what to check before worrying…
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Gutenberg and full site editing: where WordPress stands
The block editor is no longer the question; how far you hand your layout over to it is. A look at where the site editor, block themes and…
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Exact match domains: are keyword domains still worth it?
A keyword domain looks like an easy win, and Google's own documentation says otherwise. What the guidance really states, what a second domain buys you, and how to…
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Three checks to run before opening an online shop
Opening an online shop takes days; finding buyers takes months. Three pieces of research — demand, keywords and competitors — decide which of those two you are about…
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Discontinued product pages: 404, 410 or redirect?
A product is withdrawn from sale and its page still ranks. Choosing between a 404, a 410 and a permanent redirect is a routine catalogue decision, and the…
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Do accordions, tabs and infinite scroll hurt SEO?
Folding text behind a button no longer costs you rankings, but loading it only on click still does. A practical look at accordions, tabs, infinite scroll and the…
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Subdomain or subfolder: which is better for SEO?
Google treats subdomains and subfolders the same way in ranking, so the decision is made elsewhere. Here is what really changes in crawling, configuration and internal linking.
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How to choose an SEO agency (and what to avoid)
Serious SEO proposals and sales pitches look alike on the first page. Here is the reading grid: what the five workstreams really are, what cannot be guaranteed, and…
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