Referral spam and fake traffic in your analytics
An unknown domain shows up in your acquisition report overnight, and the numbers stop describing people. Here is what Google Analytics 4 filters by itself, and what is…
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The author
Erwan
How to research a keyword and the questions behind it
Content rarely starts with inspiration. It starts with a list — the questions your customers already ask you by phone, by email and in the search bar, sorted…
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Landing pages that actually work for Google Ads
A landing page is judged against the ad that led to it, not in isolation. Here is the order of checks that moves the needle, from destination rules…
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Ecommerce conversion: what to measure, what to fix
Conversion rate is the most quoted figure in ecommerce and the worst defined. This piece sets out what to count, which benchmarks hold up and which checkout frictions…
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Bing Webmaster Tools: what Search Console won't show
Microsoft's free tool covers blind spots Search Console leaves open: inbound links, instant URL submission and citations in AI answers. Here is what it adds, and what it…
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The Search Console reports that actually matter
Half the Search Console tutorials online describe screens that no longer exist. Here are the reports that still earn their place, and the limits each one carries.
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Domain, hosting, CMS: the three choices you live with
The domain, the host and the CMS are chosen in a single week and then kept for years. Here is the check to run on all three before…
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Making SEO part of your inbound marketing
Inbound marketing needs an audience, and search is the cheapest durable way to find one. Here is how to connect search intent, content, forms and email without breaking…
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Moving to a new host without losing your rankings
The technical part of a hosting move is rarely what goes wrong. It is the DNS records, mailboxes, certificates and redirects nobody listed that cost days of visibility.
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Securing a WordPress site before anything goes wrong
A WordPress site is secured before the incident, never during it. Which plugins, which accounts and which backup habits change the outcome — and which measures only look…
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Auditing old blog posts: keep, rewrite, merge or delete
Most business blogs carry pages that no longer serve anyone: old announcements, abandoned keywords, posts about tools that have disappeared. Here is the audit method I use to…
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What an SEO audit covers and what it delivers
An SEO audit is a dated snapshot, not a verdict. Here is what the six areas cover, what the deliverable actually looks like, and what no audit can…
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Do you need an agency when you start a business?
Communication decisions pile up at launch, and most of them can wait. What a new business genuinely needs on day one, what it does not, and how to…
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