SEO Knowledge Base: Technical, AI & Strategic Insights
Deep dives and practical guidance across the key domains that shape search performance.
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Search Engine Algorithms & Mechanisms
8 articlesHow crawlers, indexing, ranking signals, and rendering impact visibility.
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Canonical Tags for SEO: Signals, Selection, and Implementation
How canonical signals work, when search engines override them, implementation strategies for URL consolidation, and considerations for AI retrieval systems.
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Core Web Vitals: Performance Metrics That Matter for SEO
Understanding LCP, CLS, INP, and supporting metrics like TTFB and FCP. How to interpret field data vs lab data, and why chasing perfect scores rarely makes business sense.
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XML Sitemap Architecture for Monitoring Large-Scale Indexing
How to structure XML sitemaps for meaningful indexing insights, using content-type segmentation and hierarchical indexes.
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Hreflang and x-default for International SEO: When You Actually Need Them
Most sites don't need hreflang. When regional targeting matters, what x-default actually signals, and how to avoid common implementation mistakes.
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Log File Analysis for Technical SEO: Diagnostics, Budget Audits and Validation
How to collect, parse, and interpret server logs to diagnose crawl behaviour, identify budget waste, and validate technical SEO implementations.
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Content Strategy & E-E-A-T Principles
5 articlesFrameworks to build trust, depth, and usefulness into every page.
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Internal Linking Architecture: Equity Flow, Link Placement, and Scalable Patterns
How internal links distribute ranking signals, influence crawl prioritisation, and shape topical relevance. Includes frameworks for diagnosis and intervention at scale.
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URL Structure Fundamentals: Architecture, Trailing Slashes, and Persistence
How URL structure affects usability and search performance, including trailing slash conventions, flat vs hierarchical architectures, and designing for long-term persistence.
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Video SEO: Getting Videos Indexed and Featured in Search
Technical requirements for video indexing, from page layout signals to byte range support and complete structured data markup.
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UX For SEO: Web Accessibility, Information Architecture, and Usability
How foundational UX disciplines (accessibility, information architecture, usability) directly influence search engine crawling, indexing, and user experience.
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E-E-A-T for Product Pages: Trust Signals for Transactional Content
How to demonstrate Experience, Expertise, Authoritativeness, and Trustworthiness on transactional pages, beyond editorial content.
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SEO Management & Organisational Design
5 articlesOperating models that keep SEO aligned with product, engineering, and UX.
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SEO Experimentation: Measuring Incrementality and Causal Impact
How to design valid SEO split tests and hold-out experiments that prove ROI through causal inference rather than correlation.
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Building an SEO Middleware: Decoupling Search Logic from Frontend Code
How to architect a centralised, API-driven service to manage canonicals, metadata, and redirects while removing SEO bottlenecks from the frontend release cycle.
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Website Moves and Migrations: SEO Framework for Risk Mitigation
How to plan, execute, and monitor site migrations. Covers URL mappings, redirect strategies, and post-launch validation to preserve organic equity.
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SEO Product Management: From Backlog Operations to Growth Strategy
How SEO Product Management differs from traditional SEO, why backlog management isn't enough, and the strategic initiatives that drive organic growth.
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SEO Organisation Design: Structure, Roles, and Governance
How to structure SEO teams, define roles, establish governance, and integrate search considerations into cross-functional product and content workflows.
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Positioning your brand for generative search, AI overviews, and LLM ecosystems.
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AI Crawlers and JavaScript: Why LLMs Can't See Your Client-Rendered Content
How AI crawlers differ from Googlebot in JavaScript rendering, why client-side rendered content is invisible to ChatGPT, Claude, and Perplexity, and how to diagnose and fix visibility gaps.
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Semantic Relevance: How Search and AI Systems Evaluate Meaning
How semantic relevance works in traditional search and AI retrieval systems, from knowledge graphs and embeddings to practical implications for content structure.
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Earning AI Citations: Content Strategy for Generative Search
How to actively optimise for AI visibility through content structure, off-site citation management, and brand positioning in generative search surfaces.
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AI Crawlers and Access Control: Managing Bot Access for Training, Retrieval, and Search
How to manage access for AI training versus retrieval crawlers, from robots.txt to edge-layer enforcement and licensing signals.
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How LLMs and RAG Systems Retrieve, Rank, and Cite Content
How RAG systems retrieve, rank, and cite content—from vector embeddings and re-ranking to information gain and citation attribution.
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Recommended Reading
Books that have shaped my thinking on search, strategy, and user behaviour.
- The IR Book
- Don't Make Me Think
- Influence: The Psychology of Persuasion
- Good Strategy, Bad Strategy
- The Paradox of Choice
- High Performance Web Sites
- Web Content Accessibility Guidelines (WCAG)
- 10 Usability Heuristics for User Interface Design
- Information Architecture for the World Wide Web
- Content Design
- Designing with the Mind in Mind
- Ambient Findability