SEO guides

These are the long explanations that don’t belong on a service page. A service page tells you what gets done and what it costs. A guide tells you why the thing matters in the first place, which is a different job and usually a longer one.

They’re written for the person who has to make a decision about their own site and would like to understand it before spending money. If you read all three and then handle it yourself, that’s a fine outcome. Quite a lot of this work is knowledge rather than labour, and the knowledge isn’t secret.

No gated downloads, no email required, no newsletter attached. Each one is opinionated where I think an opinion is earned, and says so when something is genuinely unknown.

AI overviews, explained

What changed when search engines started answering questions instead of listing links, what seems to influence whether a machine quotes you, and why nobody can promise you a citation. Start here: AI overviews, explained.

Technical SEO basics

Crawling, indexing, speed and structured data in plain language, and the part most audits skip: which technical problems genuinely block a site and which are housekeeping. Read it at Technical SEO basics.

How links still matter

An honest answer to whether backlinks are still worth anything, what a realistic approach looks like without a PR budget, and a blunt list of what to stay away from. Read it at How links still matter.

If you’d rather poke at your own pages

Several of the things these guides describe can be checked on a page you already have, in a couple of minutes, without hiring anyone. That’s what Free tools is for. The tools run entirely in your browser and nothing you paste into them is sent anywhere.