Journal
Notes from the field.
Practical SEO essays from the people building the tools.
Strategy · Apr 12, 2025
The 5 SEO shifts you can't ignore in 2025
AI Overviews, intent-first ranking, and what it means for your editorial calendar.
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Technical
The 30-minute technical SEO audit checklist
A no-nonsense playbook to find your site's biggest technical wins in under half an hour.
Mar 28, 20256 min read
Content
How to write AI content that actually ranks
Prompts, structure, and the human edits that turn generic output into top-3 articles.
Mar 14, 202510 min read
On-page
Internal linking is your most underrated SEO lever
Why your link graph quietly outperforms most backlink campaigns — and how to fix yours.
Feb 28, 20257 min read
Strategy
SERP features cheat sheet: which to chase, which to skip
Featured snippets, PAA, video carousels — a pragmatic guide to where to spend your effort.
Feb 14, 20255 min read
Technical
Core Web Vitals in 2025: what still matters
INP is the new headline metric. Here's how to think about it without losing sleep.
Jan 30, 20256 min read