Painful lessons I learned from site migrations
This is a tale of two site migrations. One went bad, one went well. One was at Atlassian, the other at G2. I learned a lot from both!
How to master the art of inhouse SEO
Over my 10 year career, I was lucky to observe the skills and strategies that distinguish successful in-house SEOs from the unsuccessful ones. You read that right, in-house SEO is a skill. Those who master it drive rapid growth. Those who don't are left behind.
Building content moats for stronger competitive advantages
Undifferentiated content is a commodity. In this post, I explain how to make your content stand out and irreplicable.
Internal Linking for SEO: best practices, strategies, axioms
This guide to internal linking shows what really works and busts the myths. It comes with lots of best practices, strategies, and examples
I tracked my Discover feed for 12 days. Here’s what I learned.
Google Discover is an important step in the evolution of Google from a Search to an "Answer Engine". It highlights the transition from intent-driven pull to behavior-driven push results. I ran a little n=1 experiment on Discover to understand how following entities in Search changes the results. I learned more than I set out to: how Google creates a profile of users based on the Topic Layer together, the impact of following entities, and more.
How to drive millions of sessions with glossaries
Back in the day - before Google's Panda update - glossaries were a fine way to drive lots of traffic. It was the days when you just had to pump as many pages into Google's index as humanly possible. Then Panda came and destroyed that tactic. The trend went back to having as few pages with the highest quality as possible. Glossaries as a traffic-driver were forgotten like the Jedi in The Force Awakens. But now, they're making a comeback.
Did the Wirecutter migrate because of affiliate commissions?
Migrating the Wirecutter to nytimies.com doesn’t make sense and I think there’s a reason for that. Amazon’s cut of affiliate fees by 50% left a big mark on many sites, even the big ones. The Wirecutter was purchased by the New York Times for $30 million in 2016, just five years after its inception. (Before […]
May Core update: one month later
When it comes to Google algorithm updates, there are three hard rules You can’t “fix” an algorithm update. When you got hit, it’s too late and you need to pivot for the long-term. We need to look at the impact on a per-vertical basis. We can’t just look at a single point in time to […]
Index Watch – why Spotify lost 33% traffic
On Wednesday, I published an analysis of the Core Algorithm update that rolled out around May 6th. Today, I publish my audit of Spotify and the reason why it lost traffic and rankings after the algo update. Youtube: Let me know what I could do better next time!
Impact analysis of Google’s May core update
“Don’t chase the algo” is a popular SEO response to anyone who dares to post about the update on Twitter. “If you have to make changes after you’ve been impacted, it’s too late” is another one. So, why am I writing about updates, then? Because, while it’s true that you shouldn’t optimize for algorithms, it’s […]
Dissecting the Backlinko study
On April 28th, Brian Dean from Backlinko published a ranking factor study that caused a lot of outrage in the SEO scene. SEJ fired some shots in collaboration with Bill Slawski, more people got appalled on Twitter, then Gary Illyes validated that page speed is just a “teeny-tiny” ranking factor. It’s easy to dismiss a ranking factor study. Some of […]
Spotting consumer behavior changes in your SEO data
Last week, I published an article on G2 about our stunning traffic spike due to remote work. We hit all-time traffic records and saw some of our categories increase by over 500%. This week, we’re seeing even more traffic. Products like Zoom, Skype, Slack are the expected winners. But we also see tons of whiteboard software, […]