What I write about SEO.
Field notes, detailed methods and a few corrections to received ideas that cost websites dearly.
Search intent: the 4 types of search intent and how to target them
Search intent explained: informational, navigational, commercial or transactional, how to read a query's intent in thirty seconds from the results page and pick the right format.
Technical SEO
Rank Math vs Yoast vs SEOPress: the complete WordPress SEO plugin comparison
Rank Math vs Yoast vs SEOPress compared on price, schema, redirects, rank tracking and GDPR, with a five-question quiz to pick the right WordPress SEO plugin…
Technical SEO
How to add internal links in WordPress: a step-by-step tutorial
How to add internal links in WordPress in five steps: choose a plugin, audit with Screaming Frog, build a link matrix, add anchors in batches and…
Technical SEO
White hat and black hat SEO (and grey hat): differences, examples and risks
White hat, black hat and grey hat SEO compared: the techniques Google bans, the clean line of its guidelines, the grey zone in between, the penalties…
Technical SEO
Schema markup for AI Overviews: how to add JSON-LD (technical guide)
Schema markup for AI Overviews: ready-to-copy JSON-LD for Article, FAQPage, Product and Organization, where to place it in the page and the real status of FAQ…
SEO and AI
How much does SEO cost? SEO pricing, day rates and what a good quote includes
How much SEO costs on the French and European market: price ranges by service, a consultant's day rate, what a good SEO quote includes and the…
SEO consulting
SEO glossary: 120 SEO terms explained simply
An SEO glossary of 120 terms sorted from A to Z in four families, technical, content, link building, and GEO and AI, with short definitions and…
Technical SEO
What is llms.txt? What the file is for and how to create one
The llms.txt file explained: what the specification really says, how to create one in twenty minutes with a free generator, and what Google actually does with…
SEO and AI
How to rank in Google AI Overviews (formerly Search Generative Experience)
How to rank in AI Overviews: the four levers that really count, the citation figures behind them, a quick self-assessment, and how to track your visibility…
SEO and AI
Hreflang tags: syntax, examples, common mistakes and how to check them
Hreflang tags explained: syntax in the head, HTTP header and sitemap, the six mistakes that keep coming up, valid language and country codes, and a free…
Technical SEO
301 vs 302 vs 307 redirect: which one to use (with examples)
301 vs 302 vs 307 redirects: what each code tells Google, the lost PageRank myth, Apache and Nginx syntax, and a generator that writes your redirect…
Technical SEO
Core Web Vitals: how to optimise LCP, INP and CLS
Core Web Vitals explained: LCP, INP and CLS thresholds, field data vs lab data, the fixes to make first, and a quick diagnostic tool for your…
Technical SEO
Semantic cocoon: Laurent Bourrelly’s SEO silo method explained simply
The semantic cocoon explained: Laurent Bourrelly's official definition, how to build one step by step, how it differs from a topic cluster or silo, and the…
Technical SEO
Google algorithm updates history: Panda, Penguin, BERT, MUM and HCU explained
Google algorithm updates history from Panda to the latest core updates: what each one changed, who it hit, and how to respond calmly when the next…
Technical SEO
Canonical tag: what it is, how to use it and 5 common mistakes
Canonical tag explained: syntax in the head, four use cases, five common mistakes, canonical vs 301 redirect, and how to check it in Search Console.
Technical SEO