Category: Decks

An SGE-focused deck on how worried SEOs should, or should not be, about radical changes to the SERP model.

How to think about Core Updates, and what might come next.

Often individual updates seem random or arbitrary, or just reverse the fates of the previous update. But is there a general direction over time? What kind of sites have trended upwards, and was it algorithm updates that did that for them?

I think keyword research is a super common, but underrated and under-optimised SEO activity.

Long form version of my link building measurement deck.

Exploring some of the less obvious implications and loopholes in Google’s Core Web Vitals update.

A look at some ranking behaviour I’ve seen in the wild, and my working theory to explain it. I’m using “ranking factors” to describe the static metrics we’re all familiar with, and thinking about how dynamic feedback from SERPs might be feeding back into rankings where there’s enough data to do so.

This is my presentation from MozCon 2018. The topic is local pages for national or international businesses – primarily how to figure out whether you need them, and some things not to do if you do need them.

Back in Google’s early days, people navigated the web using links, and this made PageRank an excellent proxy for popularity and authority. The web is moving away from primarily link-based surfing, and Google no longer needs a proxy – so what, in 2017, is the point in links?