How to recover SEO traffic you have lost
Find out which pages lost the traffic and when, before changing anything. Four causes explain most sudden drops, and each one leaves a different fingerprint in Search Console.
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Tips
Everything filed under Tips in the Synapse notes, newest first, with the most recent work at the top.
SEO techniques for beginners, ordered by payoff
Six techniques worth learning first, in the order that pays. The order matters more than the list, because doing them backwards is how a beginner spends a year on the wrong thing.
What website traffic is and how to read it
A visit count on its own tells you nothing. Three numbers next to it turn traffic into something you can act on, and one common metric is worth less than people think.
How to measure an email marketing campaign
Open rate has been unreliable since 2021 and click rate is inflated by corporate link scanners. Here is what to measure instead, and how to tell a real click from a machine.
SEO and SEM: what each one buys you
SEM buys you traffic today and stops the day you stop paying. SEO buys you an asset that takes months to build. The choice is usually about sequencing, and the answer depends on…
What makes a website SEO friendly
An SEO friendly site is one a crawler can read, a phone can load, and a reader can use. Most of the work is structural and happens before a single word is written.
What a content marketing strategy has to contain
A content strategy that works fits on one page and answers four questions. Everything else in the document is decoration, including the editorial calendar.
What website development involves
What actually happens between deciding you need a site and having one, what the roles are, and where the money goes. Written for someone commissioning their first build.
What is content marketing
Content marketing is publishing something useful enough that the people with your problem find it and remember who wrote it. Here is what separates the version that works from the…
Ten email marketing tips that survive contact with a real list
Ten things that hold on a real list, starting with the one that decides everything else: whether the message arrives in the inbox at all.
How to optimise a Google Business Profile for local ranking
The profile decides your local ranking more than your website does. Here is what to fill in, in what order, and which fields are read as ranking signals.
On-page and off-page SEO, and which one is your bottleneck
On-page SEO is everything you control on your own domain. Off-page is everything other sites say about you. Working on the wrong one is the most expensive mistake in a search…