Articles

Notes from the work.

Practical guides on SEO, AI search, local visibility and websites, written from client work and the tools I build. Each one ends with where to start.

Content
How B2B software buyers research vendors in Google and ChatGPT
Buyers shortlist software before they talk to sales. What they search in Google and ChatGPT at each stage, and what your content should do there.
7 min read
SEO
What a technical SEO audit should tell you, and what to fix first
A good audit is a short, ranked fix list, not a wall of warnings. What it should check, what it should tell you, and how to decide what to fix first.
7 min read
Local SEO
How the Google map pack works, and why one rank check misleads
Map pack rankings change from one street to the next. How Google ranks local results, why one rank check misleads, and what geo-grid tracking shows.
7 min read
Content
Does your SaaS team need a head of content yet?
Writers but no plan, drafts stuck in revision, a blog sales won't share. How to tell if you need a head of content, your options, and what the role owns.
6 min read
AI search
How to get your brand cited in ChatGPT, Perplexity and AI Overviews
A practical GEO guide: how AI assistants choose sources, how to measure your citations, and the changes that make your brand easier to cite.
7 min read
SEO
Schema markup that's worth your time for SaaS and local businesses
Which schema types earn their place on a SaaS or local business site, which ones to skip, and how to keep your entity details consistent on every page.
7 min read
Websites
How to plan a Webflow CMS your marketing team can actually run
Collections, references, templates and SEO fields: how to plan a Webflow CMS so your marketing team can publish new pages without filing a ticket.
7 min read
Local SEO
What a local service business website needs to rank and get calls
A practical checklist for trades and service businesses: service pages, area pages, calls to action, LocalBusiness schema and Google Business Profile links.
6 min read
Websites
The website migration SEO checklist, from inventory to launch day
How to redesign or replatform without losing search traffic: a URL inventory, a redirect map, checks on staging and a launch-day verification routine.
6 min read
SEO
How to write an SEO content brief that writers can use
A good brief settles intent, angle, facts and links before anyone writes a word. Here's what goes in one, section by section, plus a template to copy.
6 min read
Local SEO
How to optimize your Google Business Profile, step by step
Categories, service areas, photos, reviews and tracking: the profile settings that matter for local search, and the mistakes that risk a suspension.
6 min read
Analytics
How to set up GA4 and Search Console for a service business
The tracking plan, events and checks that let a service business see which searches and pages turn into calls, forms and quote requests.
6 min read
Conversion
How to audit a landing page: a practical checklist
A step-by-step way to review a landing page's message, calls to action, form, trust signals and mobile experience, and turn what you find into a fix list.
6 min read

Rather have me look at your site?

These guides cover what I check and why. If you'd like it done for you, tell me what you're working on.

Get in touchSee services