SEO Theory

[ Summary ] Use four questions to guide every SEO project: What are you saying?

[ Summary ] Rely on server-side logs as your primary traffic data source, then compare them with analytics platforms and webmaster tools to identify gaps and trends.

What the technology industry loosely calls “Artificial Intelligence” has become ubiquitous.

As the misguided hype about Google’s AI Overviews “stealing clicks” begins to die down (slowly) in the face of contrary evidence (never mind the fact that no one was entitled to whatever clicks they were receiving from Google SERPs to begin with), two very

[ Summary ] Website owners and marketers are blaming Google’s AI changes for lost traffic—but the real issue is dependence on Google itself.

[ Summary ] Much SEO commentary about Google algorithms and LLMs is built on speculation, misread patents, and misunderstood jargon.