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Build an SEO measurement baseline before chasing growth
Separate visibility, visits and outcomes, then keep enough context to explain changes without mistaking correlation for proof.
↗SEARCH / PUBLISHING / THE OPEN WEBAn editorial field guide
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Clear explanations and practical ideas for making your work easier to find. Written for curious people building useful websites.
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Growth & Distribution
How to Run an Earned-Link Experiment for a Publication
How to run a link building experiment begins with a testable hypothesis, a useful resource, a defined audience and a…
Growth & Distribution
How to Create a Publisher Media Kit With Real Evidence
A publisher media kit should include the publication’s identity, audience profile, verified readership figures, editorial examples, available sponsorship formats and…
Growth & Distribution
Brand Mention Monitoring for Small Publications
To monitor brand mentions, track your publication’s name, domain and resource titles with search alerts, platform searches and referral reports.
Editor picks
FOUNDATIONS WORTH RETURNING TO
Search Essentials
A practical SEO roadmap for a small publication
Start with discoverable pages, useful coverage and a measurement baseline. Here is how to turn those priorities into a manageable…
Technical SEO
How to run a technical SEO audit that produces a fix list
Audit in dependency order: access, indexability, URL consistency, templates and performance. Turn each finding into a reproducible repair.
Publishing
An editorial workflow for evidence-led SEO publishing
A repeatable path from question to research, draft, verification and maintenance—without invented expertise or publication history.
Less guesswork.
More understanding.
Search changes. The value of useful, well-made content endures. We connect the technical details with the editorial decisions that matter.
How we work ↗Search Essentials
How to Track AI Search Citations Without Overclaiming
Track AI search citations with a repeatable query sample, saved answers and separate measures for mentions, citations and referral visits.
Search Essentials
Search Console Impressions: What They Actually Measure
Search Console impressions are the number of times links to your site are counted as appearing in Google results, using…
Technical SEO
How to Verify Search Engine Crawlers in Server Logs
Verify crawler identity with trustworthy client IPs, official range lists and DNS checks, then use the evidence to investigate technical…
Technical SEO
Search Engine & AI Crawler Directory
Compare 11 search and AI crawler identities, robots controls, verification methods and official IP lists.
Publishing
How to Create a Corrections Policy and Public Change Log
Create a practical corrections policy, assess reader reports and maintain a public change log that explains substantive edits clearly.
Publishing
A Content Repurposing Workflow for Small Publishers
Turn a maintained guide into useful email, checklist and video formats with a content repurposing workflow that preserves evidence and…
Tools & Measurement
How to Compare SEO Benchmarks Without Mixing Samples
To compare SEO benchmark data, verify that each benchmark measures the same metric, population, denominator and observation period.
Tools & Measurement
SEO Tool Contract Checklist: Limits, Seats and Renewal
Check SEO tool seats, usage limits, billing commitments, renewal terms and exports before buying or renewing a subscription for your…
Growth & Distribution
How to Run an Earned-Link Experiment for a Publication
How to run a link building experiment begins with a testable hypothesis, a useful resource, a defined audience and a…
Growth & Distribution
How to Create a Publisher Media Kit With Real Evidence
A publisher media kit should include the publication’s identity, audience profile, verified readership figures, editorial examples, available sponsorship formats and…
Behind the publication
Meet the editorial team ↗
Technical and measurement editor
Theo Bennett
Editorial pen name for technical SEO, crawler behavior, analytics and software evaluation.
View profile ↗Editorial desk
Approve SEO Research Desk
Approve SEO Research Desk is a collective publication byline for documentation-based analysis of tools, technical changes and measurement. The byline describes the work behind a piece; it is not a fictional person or a claim…
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