In focus / Tools & Measurement
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
Make sense of search
Good publishing.
Better discovered.
Clear explanations and practical ideas for making your work easier to find. Written for curious people building useful websites.
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THE LATEST FROM OUR DESKS
Technical SEO
Googlebot’s 2026 fetching clarification: check HTML weight before cutting content
Google’s March explanation distinguishes per-resource fetching limits from whole-page weight. Use it to investigate bloated output and verify what the…
Publishing
Google’s May 2026 AI guidance: turn the announcement into an editorial brief
The new resource keeps foundational SEO relevant and emphasizes distinct value. Apply that guidance through better assignments and evidence, not…
Tools & Measurement
Search Console platform properties: separate Google discovery from social reach
The July 2026 rollout adds Google-search visibility for supported social and video content. Here is how to compare it without…
Editor picks
FOUNDATIONS WORTH RETURNING TOPublishing
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.
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.
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…
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
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…
Search Essentials
Map search intent without creating a page for every keyword
Group queries around the decision a reader needs to make, then assign a distinct job to every article.
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.
Technical SEO
Robots.txt, noindex or a password: choose the right control
Crawling, search inclusion and private access are different problems. Choose the control that matches the outcome you need.
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.
Publishing
Internal linking for an editorial site: connect the next useful answer
Build links around prerequisites, decisions and follow-up tasks, then check that important articles receive useful paths into them.
Tools & Measurement
Google’s new AI performance reports: what publishers can measure now
The 2026 reports make AI-feature impressions easier to inspect. Use the new visibility data without treating it as a complete…
Tools & Measurement
Search Console platform properties: separate Google discovery from social reach
The July 2026 rollout adds Google-search visibility for supported social and video content. Here is how to compare it without…
Growth & Distribution
How to hire SEO help with a scope you can verify
Buy a defined investigation or implementation outcome, retain ownership, and ask for evidence that another person can reproduce.
Behind the publication
Meet the editorial team ↗
Growth and distribution editor · Editorial pen name
Lena Hart
Editorial pen name for digital PR, distribution, partnerships and earned-link experiments.
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Publishing editor · Editorial pen name
Mara Ellis
Editorial pen name for publishing workflows, source standards and practical search guidance.
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Technical and measurement editor · Editorial pen name
Theo Bennett
Editorial pen name for technical SEO, crawler behavior, analytics and software evaluation.
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