A comprehensive technical audit is the indispensable first step in any modern SEO campaign. Audits uncover foundational issues—crawlability, indexation, site speed, mobile compatibility, security, and structural markup—that block search engine access, hamper performance, and reduce user satisfaction. Every robust SEO campaign should start with a technical audit—a systematic examination of the site’s infrastructure to ensure […]
Author: Adam LeRoy
Is AMP Still Relevant in 2025?
Accelerated Mobile Pages (AMP) was once considered a vital component of mobile web optimization. Introduced by Google in 2015, AMP was designed to deliver fast-loading mobile content with stripped-down HTML and limited use of JavaScript. Early adoption was driven by its ability to secure favorable placement in features like the Google Top Stories carousel. However, […]
Beyond Rankings: How to Measure True SEO Success
For too long, SEO success was narrowly defined by keyword rankings—securing the top spot for high-volume terms once promised organic traffic, and with it, business growth. Yet search engines and user behavior have evolved. Today’s search landscape integrates AI-driven results, featured snippets, zero-click SERPs, and conversational interfaces. Consequently, chasing position #1 without considering what happens […]
Evolution of Intent: Google’s Journey from Keywords to Language-Model Search
In the early days of search, Google’s algorithm largely rewarded exact-match keywords and domain names packed with target phrases; over time, search has evolved to prioritize user intent, context, and content quality. Today’s landscape blends traditional organic listings with AI-generated summaries and chat interfaces, meaning that SEO practitioners must understand not only what users type, […]
Why I Still Use Screaming Frog in Every SEO Project (and You Should Too)
The Screaming Frog SEO Spider is a desktop application that crawls websites similarly to how Googlebot does, extracting on-page and technical data for comprehensive SEO audits. Available for Windows, macOS, and Linux, it can crawl up to 500 URLs for free; purchasing a license (£199/year) removes this limit and unlocks advanced features like custom source […]