Category: seo
  • Search basics: the difference between URL structure and Information Architecture

    I’ve recently noticed some confusion around the industry on the differences between URL structures and Information Architecture (IA). I thought it was worth clarifying a few points and giving you all some language that is useful when talking about the differences. Pre-requisites - if you aren’t... Read more

  • How to Use REGEX Formulas in Google Sheets

    Handling big sets of data to analyse is quite normal if you work in SEO. On a regular basis, either in Google Sheets or Excel, I use formulas such as vlookup, index, iferror, and the list goes on, to sort quickly through endless data. Not only are they fundamental for my survival as an SEO analyst... Read more

  • Building visual reporting in Google Sheets

    If you didn’t already know, Google Sheets has a fantastic Google Analytics add-on that can be used to create custom reports in Google Sheets. For more information on the reporting capabilities of this tool, read this blog post from 2016, which will also teach you how to download the add-on and set... Read more

  • What is SEO split testing?

    Last week I tweeted an explanation of how we know that an increase or decrease in SEO performance was caused by a change that we made or by an external factor like seasonality, competitors, Google updates etc. People found it helpful and it generated a lot of questions so I thought it would be... Read more

  • How we did an emergency HTTPS migration using the ODN to avoid Chrome security warnings [case study]

    Getting changes made in enterprise environments is hard, even when there are clear financial impacts of not making the changes. Anyone who hasn’t migrated to HTTPS by this point, is aware of the need; it hasn’t happened yet because of insurmountable blockers like mixed-content warnings in... Read more

  • Getting an HTTPS migration done in an enterprise environment

    There have been some excellent articles written about the steps necessary for a successful HTTP to HTTPS migration. Although we know that a move is becoming more and more pressing, knowing what to do is only a small part of the story when you’re working in an enterprise environment. Somehow, we... Read more

  • What do dolphins eat? Lessons from how kids search

    I recently came across a couple of fascinating papers ( here and here ) all about how kids search. I found it fascinating in its own right, and also found it thought-provoking in the new ways of searching it showed that had simply never occurred to me. Here are some of the most interesting things I... Read more

  • Playing detective: how to identify bad backlinks

    I completed a backlink audit recently, and this is the post I wish I’d had when starting the tedious task of identifying the nasty links. Not all dodgy links are obvious, heck some are even near-impossible to find, especially when you have a spreadsheet containing thousands of them. This is not a... Read more

  • UX: what is it and why does it matter?

    Why are we talking about UX? Put simply, UX is important in every part of our daily lives, probably more than most of us even notice. Let’s walk through an example. The 2000 U.S presidential election was extremely contentious. Here are the results: Pay attention to the highlighted “Electoral vote”... Read more

  • Voice Marketing Tactics: There’s Only 100k Searches a Month Up For Grabs Anyway

    I was recently preparing a presentation and came across a presentation I gave to a small meetup in London in 2013. While there were only 100 or so people in the live audience that day, the presentation has now probably been seen by a hundred thousand people - between S lideshare, a video of a... Read more

  • 5 Digital Marketing Tips for Local and Small Businesses

    Let me start off by saying that digital marketing for local and small businesses does not need to be difficult. Many of the companies I’ve worked with in the past see it as a daunting task that is going to take too much time, money and a team of people to do. Sometimes they are right, but a... Read more

  • Common Pitfalls of E-Commerce SEO: Duplicate Content

    Duplicate content is one of the most common SEO pitfalls that many e-commerce sites struggle with. And with the growth of a business riding partially on organic success, both regular assessment and proactive SEO work are imperative to give the business its best chance to succeed. Having spent a few... Read more