Guides
Each guide takes one question, gives the answer first, and says plainly where the evidence stops.
6 guides
Measure SEO results
Compare the same metric, in the same unit, for a period before and a period after the change, and write down how much data stands behind the difference. Then look for other explanations before you credit the change. A difference is a measurement; the cause is a claim that needs more than two periods.
4 min read ·
SEO reporting for clients
A client report answers three questions: what did you do, what happened to the numbers, and what comes next. Link each piece of work to the page it touched and the period you measured, state how much data stands behind a change, and say plainly when a month was flat or when the cause is unclear.
4 min read ·
Clicks down, position the same
When impressions and average position hold and clicks fall, the click-through rate has dropped: the same number of people see your result and fewer choose it. The usual causes are a change on the results page, a change in how your result reads, a shift in what people search for, or a change in the mix of queries.
4 min read ·
Measuring AI visibility
Pick the questions your customers would ask, ask the same questions to each assistant on a schedule, and count how often your site is named or cited. Treat the result as a sample: answers vary from one run to the next, so report counts and a range, not a single score, and do not read a cause into them.
4 min read ·
robots.txt for AI crawlers
AI companies run three kinds of bot: search bots that index pages so an assistant can cite them, training bots that collect pages to train models, and fetchers that load a page when a user asks. Blocking a search bot can remove you from that assistant's answers. Blocking a training bot is a separate choice. Robots.txt is a request, not a lock.
4 min read ·
llms.txt explained
Llms.txt is a proposed Markdown file at /llms.txt that gives AI assistants a short description of your site and links to your most useful pages. It is not a standard, and the evidence that AI systems fetch or use it is limited. Adding one is cheap and harmless, but it is an experiment, not a way to get mentioned.
4 min read ·
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