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Long-form, opinionated, and written from work I have actually done. If a tactic does not work any more, I say so.
Latest · Local SEO
Every local ranking comes down to three factors: relevance, distance and prominence. Here is what each means, walked through a real plumbing client's site and Google Business Profile.
· 5 min read
Tool KD scores lie. Here is the manual SERP-simulator method that counts exact-match usage in the top 20 to find keywords you can genuinely rank for quickly.
Includes videoSmall businesses invest in SEO and still don't rank. Six fixable reasons: wrong keyword targeting, weak content, a missing on-page checklist, no GBP, slow speed and poor authority.
Includes video80–90% of businesses leave their Google Business Profile services section blank or thin. Here is why it matters and the exact GMB Everywhere + AI workflow to max it out.
Includes videoMost businesses blame the market. The data says the biggest obstacle is skipping the basics: no website, no optimisation, no Google Business Profile. Here are the numbers and the fix.
Includes videoAdding keywords after your business name violates Google's guidelines and risks suspension. There is one legitimate way to get the same advantage — and it cannot be challenged.
Includes videoGoogle Search Console now reports AI Overview visibility through a Generative AI section. Here is what it shows, what it still hides, and how to act on the data.
Includes videoCustomers put service keywords into reviews without realising it, and Google bolds them in the map pack. Here is how that works and how to get more of it, ethically.
Includes videoA fully optimised Google Business Profile appears 80% more often in local search and earns 4x more website visits. Here is every field that matters, and how to fill it.
Includes videoA topical map is the structure that turns scattered blog posts into topical authority. Here is what one actually contains, and how to build yours step by step.
AI Overviews appear on 59% of searches and position-one click-through has fallen from 1.76% to 0.61%. Here is what that means for your top pages, and the four fixes to make now.
Includes videoA Grapevine, Texas salon appears in AI Overviews for Southlake and Keller — towns it has no location in. Here are the three things that made it happen, in order.
Includes videoA live example of an AI-written site ranking in Google AI Overviews, plus the exact conditions that separate AI content which ranks from AI content which gets penalised.
Includes videoRankings have been replaced by citations as the outcome that matters. What zero-click traffic is really telling you, and the on-site and off-site changes that follow.
Includes videoThe exact workflow I use for entity-rich content: competitor entity extraction in NeuronWriter, drafting in Claude with a semantic SEO prompt, then closing the term gaps.
Includes videoYour Lighthouse score is 100 and Search Console still says your Core Web Vitals fail. Here is why lab data and field data disagree, and what to fix first.
Six content rules that decide whether Google cites you in an AI Overview — unique perspective, non-commodity content, format variety, and the keyword mistake that causes cannibalisation.
Includes videoAI Overview and AI Mode are not the same surface. Here is the actual difference, plus the seven things that got a Karachi pharma exporter cited alongside three manufacturing giants.
Includes videoFree audit
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