Insights
Insights on growing and building better digital systems.
Practical writing on growth, search, websites, automation, platforms and where AI genuinely helps.
SEO & content architecture
6 articlesBuild the search, content and information architecture that makes the business easier to discover and easier for search engines to understand.
- 01Search systems · 6 minSEO as architecture: why search visibility is a systems problemSearch visibility is structural, not tactical. Why SEO is better understood as architecture — content systems, technical structure, and crawlability — than as keywords or plugins.Read insight →
- 02Internal linking · 7 minInternal linking architecture: the structure search engines actually readInternal links are not navigation decoration. They tell search engines which pages matter, how topics relate and what a site is actually about.Read insight →
- 03Regional SEO · 7 minRegional SEO architecture: structuring a site for places, not keywordsLocation pages fail when they are copies with the place name swapped. Regional visibility is an architecture problem: which places deserve a page, and what makes each one distinct.Read insight →
- 04Content strategy · 7 minContent clusters: how to own a topic instead of chasing keywordsA content cluster is a pillar page plus deliberately non-overlapping supporting pages, wired together. It is how a site demonstrates that it covers a subject rather than mentions it.Read insight →
- 05Site migration · 8 minSEO migrations: protecting visibility when a site is rebuiltMost traffic lost in a redesign is lost to a missing URL map, not a new design. What to benchmark before launch, how to map redirects, and what to watch afterwards.Read insight →
- 06Search semantics · 7 minStructured data: making a site's meaning machine-readableStructured data does not improve a page. It describes one — stating the entities and relationships a page already contains in a form machines can read without inference.Read insight →
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