Insights and hot takes on SEO in general to help you implement content and link strategies online that generate more revenue.
A Special Edition SOP from Ernesto Ortiz of Structural SEO: cover every feature and attribute on your product and service pages, then spell out who each one is for, who it is not for, what it includes and what it doesn’t.
An off-page SEO SOP from Bridget Willard: claim the big four profiles, set a Google Alert on your name, check Google’s News tab, feed what you publish to ChatGPT and test AI Overviews in incognito.
A step-by-step page speed audit SOP from Ten Speed’s Erika Braeger: sample four or five pages, flag anything near two megabytes, replace, modify or remove what adds the weight, and ship the global fixes first.
Real service area pages that Phil Rozek, Miriam Ellis, Joy Hawkins and Colan Nielsen held up as worth copying, checked for what still stands, plus six Unscripted SEO guests on whether to build ten pages or fifty.
Laura Iancu’s check for AI-visibility tools: snapshot the synthetic numbers, line them up against Search Console, Bing and Clarity, and test before you advise.
Laura Smith of ICS-digital runs a pre-flight before any campaign goes into a new market. Eight steps covering audience, channels, local media, hreflang and reporting, plus a one-page PDF in The Vault.
Ross Hudgens of Siege Media finds the use-case pages a site is missing in its own reviews. Seven steps to mine review descriptors, check them against keyword data, and build pages that carry their own proof – plus a one-page PDF in The Vault.
A citation is a published mention carrying two of four data points – name, address, phone, website. Bradley Benner, Rob Bonham and Drew Dorenfest on the structured set worth building once, the unstructured mentions where the work moved, and how to audit what you already have.
One page on my network has 44 inbound internal links and 43 of them use the same anchor. What a proper crawl of 25 sites and 17,256 in-content links says about your own link graph.
The same question was put to Claude Opus 5 and Claude Fable 5.1 in separate sessions: when you research a question, what are you actually looking for? Both answers quoted at length, where they converge, where they split, and what it means for how you write.
Martin McGarry’s top tip for anyone learning SEO right now: ask the raw OpenAI or Gemini API the same question you would type into the chat product, diff the two answers, and the delta tells you where the retrieval layer fetches from and where your site has to be positioned. Seven steps, cautions, and a one-page PDF in The Vault.
An ex-black hat explains why Telegram link sellers keep winning, what the Helpful Content Update actually measured, and the one thing an LLM can’t fetch from your site.
Gisele Navarro of HouseFresh measured her own visitors by source instead of trusting vendor claims: ChatGPT, Claude and Gemini referrals stay about two minutes, Reddit and YouTube stay six to eight across multiple pages. Here is the eight-step audit and the page rebuild it drove.
Most blog programs carry topics nobody can defend against the product catalog, protected by an email click. Laura Hoot of GPO gives the eight-step audit: name the destination page and CTA for every topic, kill or re-aim the ones that cannot, and re-seed the calendar from the catalog outward.
Google’s AI Max now picks which page on your own site a paid click lands on. Lisa Raehsler of Big Click Co lays out the eight-step audit and exclusion pass to run before the February rollout makes it mandatory.
The median Search Console property attaches a query to just 34.9% of its clicks. I measured the dark-click gap across 35 properties and confirmed the one export that does not lose them.
Published CTR curves describe somebody else’s site. Three copy-paste prompts that pull your real click-through rate out of Search Console, plus the one thing you should never ask any tool to build.
AJ Kohn checked how many pages in the “Crawled – currently not indexed” bucket were actually indexed. Across 24 clients it ran from 99.8% down to 0.5%. Seven steps to score your own bucket before you spend a penny fixing it.
Erika Braeger of Ten Speed builds Claude skills that absorb the hour of data-gathering before an analysis starts, and stop there. Eight steps to scope, build, QA and measure one for your own team.
ChatGPT invents URLs on your domain and sends real people to them. Your 404 report is the list. The step-by-step for turning invented pages into real ones, from Stephanie Long’s Unscripted SEO interview.
Done-For-You
Podcast Production Service FlagshipWe host, book guests & hand you transcript + clipsPodcast-Powered Link BuildingShow-notes backlinks money can’t buyPodcast SEO & AI Visibility GEOGet cited by ChatGPT & AI OverviewsLink Building
Link Building ServicesTwo ways that actually workCommunity-Cleanup EventsWhite-label local links that do goodWhite-Label ReportsClient-ready reportingListen
The Unscripted NetworkOur full SEO podcastWatch on YouTubeFull video interviewsListen on CastosEvery episodeExplore
Podcasting Resource GuideThe complete guidePodcast SEO StrategyLinks, entities & AI visibilityOur 8-Step ProcessConversation to conversionFree Libraries
SEO Tactic Library 60 FreeExecutable plays by difficultySEO Strategy LibraryThe frameworks behind tacticsSEObitsBite-size SEO power-upsRead
SEO Knowledge HubEverything in one placeBlogDeep dives & teardownsSEO SOPsStep-by-step operating proceduresThe Tool
Keyword Forecasting ToolFind keywords worth ranking forGet Your ForecastCustom keyword researchRequest a SampleSee a demo forecastGet Started
Create a Free Account FreeNo card requiredLog InExisting accountsHow It Works2-minute walkthrough