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.
Technical and measurement editor · Editorial pen name
Theo Bennett
Theo Bennett is an editorial pen name used by Approve SEO for technical SEO and measurement coverage. The byline focuses on crawler verification, website maintenance, analytics interpretation, software contracts and the limits of benchmark data. Articles attributed to Theo draw on official documentation and other identified primary sources, with practical checks that readers can reproduce on their own sites. Examples are labelled when they are illustrative rather than measured results. Theo represents an editorial function, not an individual specialist. The portrait is an original AI-generated illustration. Source suggestions and corrections are handled through Approve SEO’s editorial contact route.
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.
Technical SEO
Canonical URL decisions: when to consolidate and when to keep pages separate
Use canonical preferences for genuinely similar pages, align your signals, and investigate the content before applying a sitewide rule.
Technical SEO
Build a historical URL map before rebuilding a publication
Preserve useful destinations with evidence, relevant replacements and tested redirects instead of sending every old address to the homepage.
Tools & Measurement
How to choose a WordPress SEO plugin without buying duplicate features
Evaluate the output your publication needs, the features already supplied by WordPress and hosting, and the cost of maintaining another…
Tools & Measurement
Do you need a paid SEO crawler? A buying framework for publishers
Start with the questions your audit cannot answer, then test crawl coverage, exports and repeatability before committing to a subscription.
Technical SEO
Choose WordPress hosting by testing the publication you will run
Evaluate recovery, isolation, caching, support and real page behavior before deciding whether a hosting plan fits your publication.
Tools & Measurement
Choose analytics around the questions your publication needs to answer
Compare measurement coverage, data access, implementation effort and privacy controls before choosing a dashboard or adding another script.
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…