/ Blog
Writing about SEO, more often
Explanations, arguments and second opinions. When a piece proves something new with sources you can reproduce, it goes in Research instead.
- Google wrote a page about how to judge tools like oursSearch Central now publishes guidance on evaluating third-party SEO tools and advice. Applied honestly, it is uncomfortable for most of the category, including us. Here is our answer to it.
- Search Console shows AI impressions now. Read what it doesn’t show.The generative AI performance report gives you impressions from AI Overviews and AI Mode. It gives you no clicks, no position, and no API. That shapes what you can honestly conclude from it.
- Google ignores your llms.txtGoogle's documentation says Search does not use llms.txt, and that having one neither helps nor harms you. That is worth knowing before you ship one, and worth understanding after.
- More content is not a strategyPublishing more is the default answer to almost every SEO problem, and it is the right answer to very few of them. Here is how to tell which one you have.
- Being crawled is not being indexedGoogle fetching your page and Google keeping it are different events. Most “my page isn’t ranking” is really a page that was fetched and declined.
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