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Three sprints in a row, the same slide showed up in planning: “Integrate third-party SEO grader (est. 1 sprint) vs. build scoring engine in-house (est. unknown, probably a quarter).” Three sprints in a row, we tabled it. Not because the decision was hard to understand — it’s the oldest build vs buy SEO tools argument…
I once sat in a quarterly review where a marketing director scrolled through eleven tabs of charts, nodded along, and then said, “okay, so what do we actually do differently this quarter?” Nobody answered. That silence is the whole problem with most data-driven SEO programs: teams have the dashboards, but they don’t have a system…
A client once emailed me a Google Search Console export at 11:47 p.m. with the subject line “what am I even looking at.” The file had 340 rows and zero explanation. By morning, after it ran through Sage SEO, that mess was a single on-page score and a ranked list of fixes. The client’s next…
Three minutes into a client call last spring, a marketing director shared her screen, clicked “Run Audit” on a popular SEO tool, and then just… waited. The spinner turned. Nobody said anything for twenty seconds. She laughed, said “let’s come back to this one,” and clicked over to a spreadsheet instead. We never came back…
Last Sunday of the month, 9 p.m., and I’m tabbing between Google Search Console, a spreadsheet of keyword positions, and a slide template I’d copy-pasted so many times the footer still said “Q3” in Q1. I did this for every retainer client, every single month, for the better part of six years. Then one afternoon…
The most underused SEO asset I run into isn’t a neglected blog or a broken sitemap. It’s a Google Search Console property that’s been connected, verified, and quietly ignored for months. I once inherited a B2B SaaS account where GSC had been wired up for the better part of a year and the data had…
The first audit that actually moved revenue for me started with a spreadsheet I almost deleted. A B2B SaaS client had 340 published posts and a dashboard the team stared at every Monday. They called it “data-driven.” But not one of those 340 decisions had been made because of data — the data just described…
Here’s the uncomfortable truth most analytics leads haven’t fully internalized: when a user clicks a ChatGPT citation and lands on your pricing page, GA4 almo
Search Engine Journal posted an article about this topic recently that I believe gets it wrong. Their basic premise is that meta descriptions are not a ranking factor when it comes to Google’s search algorithm. Many of the conclusions the writer of this article comes to are to validate existing SEO theories — mainly, that…
