SEO Insights
Practical guides on technical SEO, content and site architecture for mid-market and enterprise brands, written by the team that runs our organic search programmes. Each one explains what we do, what it changes for revenue, and when it does not fit.
Articles
8 min readSEO forecasting your finance director will believe
How to build an SEO forecast and business case that survives a finance review: stated assumptions, your own data, three scenarios, payback and tracking against actuals.
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8 min readSEO reporting for the board: the KPIs a marketing director should own
The SEO KPIs a board needs: non-brand revenue and new customers, share of search, AI visibility, leading indicators with context, and cost and payback on one page.
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7 min readProgrammatic SEO for large catalogues, without the spam risk
When templated pages at scale are worth building for a catalogue, marketplace or travel site, how Google's spam policies apply, and how we test before rolling out.
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8 min readWebsite migration SEO: replatforming without losing revenue
The SEO side of an e-commerce platform move: how to baseline, map and redirect URLs, handle platform constraints, launch safely and judge what normal looks like afterwards.
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9 min readInternational e-commerce SEO: hreflang and choosing your next market
How to choose your next market with search data, decide between country domains, subdomains and subfolders, set up hreflang properly and measure each market.
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10 min readSEO pricing: what drives the cost of SEO for larger brands
What drives SEO pricing for larger brands: the work needed, competition, platform and reporting, plus pricing models, red flags and how to put the budget to your board.
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7 min readE-commerce category page SEO: ranking the pages that carry revenue
How we run e-commerce category page SEO: crawlable paths and internal links, copy that helps shoppers choose, and earned links aimed at the pages that sell.
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7 min readTechnical SEO audits that get implemented: fixes ranked by revenue
How we run a technical SEO audit that gets built: every issue scored on revenue at risk and effort, written as a developer ticket and re-crawled after release.
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6 min readGoogle NavBoost Explained: How Click Behaviour Affects Rankings and How to Track User Engagement
It has been a matter of hot debate for a number of years as to whether Google uses clicks and user engagement to influence organic rankings.
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9 min readSEO for Fashion Brands: What Actually Works (and What’s Changing)
Fashion is one of the toughest categories in search — huge competitors, huge budgets, and search volume that swings hard with the seasons. Getting the fundamentals right (fast pages, solid product copy, a handful of decent backlinks) still matters as much as ever.
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9 min readHow to Get Started with SEO Outsourcing
Are you struggling to develop or maintain an effective SEO strategy? If so, you’re not alone! As a business owner, you’re used to juggling countless responsibilities, leaving little time for the ongoing demands of SEO. That’s where outsourcing can help.
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20 min readLaw Firm SEO: What Actually Works in 2027
Law firms still win the majority of their clients through referrals, and that will not change. But the clients who are not in anyone’s network are searching on Google every day, making decisions within minutes of finding a firm. Firms that grow consistently alongside their referral base are those that have built a parallel pipeline through organic search — one that generates enquiries continuously without depending on who any individual happens to know.
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4 min readQuery Intent Shift: What to Do When Google Changes What Your Keyword Means
Throughout the history of language, words have changed meaning over time. For information retrieval systems like search engines, it’s important to reflect these changes in the results they serve to their users. Sometimes words or phrases can have a dual meaning, especially if they are names or brands. Ahrefs made an interesting list of phrases that have changed meaning over time and how Google has adapted the results as a consequence. Different words can also have different intents depending on the time of year they are queried. For example, the term “flowers” in the week before Valentine’s Day is more likely to have a commercial intent of someone wanting to buy flowers, versus someone querying it on a random day in the middle of January.
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9 min readSEO vs. SEM: How They Differ and When Each Strategy is Best
When you’re looking to boost visibility online, two strategies often come up: SEO and SEM. Both approaches can help you attract users through search, but they work in very different ways.
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12 min readWhat Is an SEO Agency: Everything You Need to Know
An SEO agency is a business that can help your company improve its online visibility by offering a variety of SEO services and industry expertise. If you’re a business unsure if hiring an SEO agency is right for you, then you might be wondering what they actually do, what the benefits of working with an agency are, and how to spot a reputable provider.
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