SEO, minus the hand-waving.
Guides on finding keyword gaps, reading backlink profiles, tracking rankings that actually move, and showing up in AI answers.
Backlinks vs Referring Domains: Why the Scores Disagree
Four tools, four different authority scores, and none of them is a number Google publishes. What the counts actually measure, why they disagree by design, and what to read instead — including where our own score sits.
Daily vs Weekly Rank Tracking: Pick by Volatility
Cadence gets argued as a budget decision. It's a signal-to-noise one: a keyword reading 7, 8, 7 across three days has told you nothing, and daily checking on a stable term mostly buys chances to overreact.
Striking Distance Keywords: Which Page 2 Wins Are Real
You rewrote three page-two pages and nothing moved. The list probably wasn't the problem — position 11 isn't a rank, and some striking-distance pages are the ones you shouldn't touch.
Keyword Gap Analysis: The Part Everyone Skips
You ran the gap report, got 4,000 rows and did nothing with it. The export is the easy ten percent — here's the filter stack that turns it into something a writer can actually be briefed on.
How to Rank in AI Overviews, According to Google
Google published a guide to its own generative AI features, and most of what's sold as "AI optimization" is named in it as unnecessary. Here's what's left once you delete the hacks.