Error 404: when to fix it and when to leave it alone
Learn how to review 404 errors, trace broken links and decide whether to restore a page, redirect it or keep its 404 or 410 response.
Read edition →Technical SEO
Screaming Frog: how to audit your website step by step
How to use Screaming Frog to audit your website: install, crawl, read tabs and Issues, export and fix the first things. Free version up to 500 URLs.
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Sitemap.xml: what it is, what to include and how to submit it to Google
What a sitemap.xml is, why to always add one, which URLs to include, what lastmod does and how to submit it in Search Console. With a 10-minute review.
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Schema is not magic: structured data explained for beginners
Structured data helps Google understand your page, but doesn't guarantee rich results. What it is, which format to use and how to validate it.
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Robots.txt is not a padlock: blocking a URL doesn't take it out of Google
Robots.txt controls crawling, not indexing. Sitemap.xml suggests URLs, it doesn't guarantee them. What each file does, according to Google, and how to review them.
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Astro flies. That doesn't mean your SEO does too
Moving from WordPress to Astro, Next.js or Hugo makes a site load faster, but that doesn't guarantee better SEO. What to check after migrating.
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Google ranks another URL: diagnose before touching anything
If Google ranks another URL and not your landing page, it isn't always down to the canonical. How to separate duplication from relevance and diagnose it in 5 steps.
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Drop in indexed pages in Search Console: how to act
A drop in indexed pages deserves investigation, not alarm. A 7-step diagnosis to find out which URLs were lost and whether they should be in the index.
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Ad metrics in CrUX: what they measure and how to use them
Chrome has added four public ad-load metrics to CrUX. They are not an SEO factor, but they help audit the real experience of a website.
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Cloudflare and Googlebot: blocking AI crawlers with care
Blocking training crawlers on Cloudflare can also slow down Googlebot. What changes on September 15, 2026 and what to check on your CDN.
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Regex Guide 2026: what it is, what it is for and patterns
Complete guide to regular expressions (Regex): what it is, what it is for and the most used patterns with practical examples for SEO, marketing and analytics.
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What is a Canonical and why it is essential for your SEO
What the canonical tag is, what it is for in SEO, when to use it, differences from the 301 redirect and how to audit your canonicals.
Read edition →Tell me about your project
The first call is free and with no commitment. I tell you what I would do on your site and whether it makes sense to work together.