Research and practical guides to search, content and the systems that keep them working. Follow the reasoning. Check the sources.
Read Rob's published writing43 Notes
What a web design agency and a search strategist owe each other before signing, grounded in Google's hiring guidance and Search Console access rules.
Agree search responsibilities before signing a redesign.
Entity SEO is the identity work, Organization schema, sameAs, Wikidata, that lets Google and AI models resolve who a business is.
Make your business identity easier to resolve.
Five questions to ask before hiring a healthcare SEO agency: who owns the Google Business Profile, HIPAA review policy, clinical sign-off, and the BAA.
Five ownership and review questions before hiring.
A content brief template that locks search intent, internal links, entities and schema before a writer starts, sourced to primary documents.
Set intent, evidence and links before writing begins.
SEO automation is any workflow that replaces a recurring manual SEO task. This guide sorts tasks into three tiers: data, insight, and execution.
Separate data collection, insight and execution.
Canonical tags are a hint Google can override, not a command. Four cases where they work, three where they backfire, and how to check Search Console.
Know when Google can choose a different canonical.
A content marketing agency bundles strategy, production, AI-visibility work and distribution, and now must prove AI actually improves performance.
Compare the scope behind a content retainer.
LLM SEO explained as three separate mechanisms, retrieval, chunking, and citation, each governed by a documented signal an operator can change.
Separate retrieval, chunking and citation decisions.
A month-by-month Google Business Profile optimization calendar: what to touch weekly, monthly, and quarterly, sourced from Google's own documentation.
A weekly, monthly and quarterly profile routine.
A launch-week SEO migration checklist by category, each step assigned an owner and a sign-off gate, drawn from Google's own protocols.
A launch-week SEO migration checklist by category, each step assigned an owner and a sign-off gate, drawn from Google's own protocols.
Technical SEO splits into distinct workstreams, from audits and canonicals to Core Web Vitals and migrations, per Google's own docs.
Technical SEO splits into distinct workstreams, from audits and canonicals to Core Web Vitals and migrations, per Google's own docs.
Local citations still influence rankings and AI search visibility, but accuracy on a handful of listings now matters more than volume.
Local citations still influence rankings and AI search visibility, but accuracy on a handful of listings now matters more than volume.
What local SEO actually includes: five weekly workstreams, what decides program cost, and the ranking factors that decide the local pack.
What local SEO actually includes: five weekly workstreams, what decides program cost, and the ranking factors that decide the local pack.
