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Engineering notes on SEO
Articles about technical SEO, content strategy, analytics and development from the trenches.
How I rebuilt a bespoke furniture website
A furniture website needs to explain what can be made, what the price includes and how to order it. Here’s how I rebuilt one around those questions.
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Required Website Pages
Which pages every website must have and how About and Contact pages affect Google's E-E-A-T — with a checklist and Schema.org markup examples.
Redesign Without Traffic Loss
How to update your site's design and structure without losing organic traffic: pre-launch audit, redirect map, technical checks and post-launch monitoring.
Service website SEO: structure, content and factors
How to promote a services website: proper structure, landing pages per service, portfolio as an SEO asset, and commercial factors that drive conversions.
How to Create a Website: Basics, Platforms and Goals
A step-by-step guide for first-time website builders: how to choose the right platform, hosting, and structure for your specific business goals.
URL structure: principles of SEO-friendly URLs
How to design stable, crawlable URLs, normalise variants and manage changes as migrations instead of assuming a keyword-rich slug will rank.
Monthly digest
The search news that matters for technical SEO, once a month.
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Topic clusters: content architecture for SEO
How pillar pages, supporting content and internal links can form a topic cluster when each page has distinct demand and a useful job.
Internal linking: strategy and architecture for SEO
How to audit internal links for crawlability, relevance and direct destinations, then improve routes without manufacturing PageRank claims.
Site silo structure: intent, URLs and internal links
A practical framework for mapping search intent, URL levels and internal links so every important page has a clear role and route.