The story of Zillow vs. Opendoor is about SEO not being enough sometimes, aggregators competing with integrators, and how focus wins.

We cannot measure the success of SERP Features without measuring baselines. Otherwise, we won’t know if we’re successful because of our actions or luck.

Every business grows with one of several SEO strategy archetypes. In this article, you learn what they are and how to leverage them.

Google keeps more traffic in the search results instead of sending it to websites. By optimizing for these 3 metrics, you can still thrive.

Search On 2021 was full of highlights and important changes to Search. In this article, I describe how Google builds higher Walled Gardens and evolves into Visual Indexing.

Innovation and best practices are at odds, but only when we obsess over the outcome. When we focus on the process, they are complementary.

Calculating the total addressable market for your product shows you the total opportunity in front of you and opens the door to funding and planning.

A lot of common assumptions around title tag optimization for SEO are not true. Find out what the data says!

Google has taken away control from marketers over the last 3 years and replaced it with machine learning automation.

Mental models help you make better decisions and solve problems. In this post, I explain why and what my top 5 mental models are.

Career development changes throughout each of the 3 stages in SEO. Learn how to learn!

SEO plays an important role in e-commerce. In this post, I explain whether this role changes as e-commerce gets more decentralized.

A good SEO strategy has both: offense and defense. In this post, I explain how to balance and prioritize the two.

Untrustworthy results are a big problem for Google, not just for social networks. The internet changes "trust", and it's becoming a factor in Search, too.