SEO, minus the hand-waving.
Guides on finding keyword gaps, reading backlink profiles, tracking rankings that actually move, and showing up in AI answers.
What SEO Data Actually Costs, and What You're Billed For
Add a second person to the account and the bill goes up, though nothing underneath it changed. What actually costs money in an SEO tool, what gets billed instead, and where our own pricing is genuinely more limited.
AI Share of Voice: When the SERP Is One Answer
An AI answer names two or three brands and stops, so a share taken from one answer is either 33% or 0%. The definition that survives the move, and the prompt set that decides whether the number means anything.
Your Site Audit Found 400 Issues. Here's What Matters
Forty-one reds, a hundred oranges, sorted by issue type and therefore by nothing useful. There's a priority order that comes from Google rather than from your audit tool, and it collapses the list fast.
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.