Index 21 articles across 5 silos
Articles
Semantic SEO
Article
Semantic Silos: What Google Stores About Your Site's Focus
You published. You published plenty, and you published carefully. Your competitor published less and shows up more.
Article
How Google Learns That Your Company Is a Thing, Not a Name
There are at least four companies called Atlas in Brazil. One makes fans, one is a brokerage, one is a language school, one is an auto shop.
Series · 1 of 10
The DNA of a Prompt 1/10: Why Architecture Comes Before Text
You write the text first and organize it afterward. Almost everyone works that way.
Series · 2 of 10
The DNA of a Prompt 2/10: The Title Is Not Bait, It Is an Address
Everyone writes titles thinking about who will click. That makes sense, because it is the only part we ever see working.
SEO for AI
Article
How an Assistant Decides Whom to Cite, and Where Your Page Gets Eliminated
You ask ChatGPT which company to hire for something your company does. The answer comes back with three names, and none of them is yours.
Article
Bing Tells You How Many Times an AI Cited Your Site. The Report Is Free
Everyone wants to know whether the AIs are citing their site. Almost nobody opens the one free dashboard that answers that with a number.
Technical SEO
Article
Google Already Told You Where Your Site Stalls. The Report Is Three Clicks Away
Let me start with what Google itself says about the report I am about to show you.
Article
Sixty-Eight Percent of What Google Does on Your Site Is Rechecking What Is Already There
Whenever crawl budget comes up, the conversation tends to stop at "Google visits your site this many times a day".
Article
I Crawled My Own Site with the Free Version and Found a Defect in Half the Titles
A crawler is usually demonstrated on an example site nobody gets to check.
Article
There Is Search Traffic Outside Google, and It Has a Panel of Its Own
At a client of ours in the health sector, in Brazil, Bing and Yahoo together brought in more people than Google over the same period.
Article
Keyword Gap: The Report That Shows What Your Competitor Answers and You Don't
Somewhere there is a list of every question your market asks and your site does not answer.
Article
Analytics Data Laid Over the Page Itself, and What to Check Before Installing
You open a page on your site and you do not know what it is worth.
Entity SEO
Article
The Official Page Your Entity Still Does Not Have
Plenty of sites carry an "About" page, a "Our story" page, and a "Company" page. All three tell the same thing in different words.
Article
Corroboration: Google Does Not Believe You, and It Is Right Not To
A bank manager approves credit for people he has never met.
Article
Complaining About the Photo Does Not Change the Photo
Search the name of an established company and look at the box on the right, with the logo, the description, the founding date, and the website.
Article
Wikidata: Creating the Item Too Early Burns Your Second Chance
Wikidata is a public, structured database of entities, maintained by a community, and machines query it.
Article
Fragmentation: Six Suitcases on the Belt, and Everyone Sees Six Owners
Picture six suitcases going around the airport belt, all of them yours, each one with the tag written a different way.
Local SEO
Article
You Don't Have One Ranking on Maps. You Have 49
Ask any business owner where they rank on Maps. They will pull out a phone, run the search, and show you a number.
Article
The Categories Your Competitor Hides on Maps, and How to See Them Free
You search your category in your city and see the same three names ahead of you. You open each profile and find nothing special in there.
Article
Your Competitor Is Farther Away and Still Ranks Above You. A Patent Explains Why
A customer opens Maps standing right in front of your store, searches for what you sell, and the competitor from the next neighborhood shows up first.
Article
The Local Presence Audit Prompt, Ready to Copy
Auditing the local presence of a business is repetitive work.