Guides

SEO that pays for itself. With the maths shown.

How to decide which pages deserve work, when links are worth buying, and how to tell what actually worked. Every guide uses a worked example and says where the method stops working.

Strategy

Where SEO effort and money should go, and why.

Ship9 min read
Improve existing pages or publish new articles?
Use page age, existing demand, conversion evidence and cannibalisation to decide whether a page needs work or a new article is the better bet.
ShipScale8 min read
What an automated SEO tool should let you approve and undo
A buyer's checklist for automated SEO: approvals, change logs, exact rollback, limits and spending caps, with one change traced through a log.

Content

Improving the pages you already have. The Ship half.

Links

When links are worth buying, and which. The Scale half.

Measurement

Forecasts, results, and not confusing the two.

Agencies

Running this across many clients.

ShipScale8 min read
Agency SEO reporting that shows spend next to outcomes
What a monthly SEO client report should contain, how to keep measured results apart from forecasts, and how to report a month where nothing moved.

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SEO that pays for itself. With the maths shown.

Strategy

Improve existing pages or publish new articles?

What an automated SEO tool should let you approve and undo

Content

Content decay or a conversion problem?

Find the commercial pages worth updating in Search Console

WordPress vs Webflow vs Shopify: what SEO automation can edit

Links

How to allocate an SEO budget across several pages

How to calculate a page-level backlink gap

When a backlink purchase can't pay for itself

Why a high-traffic keyword may deserve no link budget

Measurement

Forecast SEO revenue without confusing it with observed revenue

What to measure 30, 60 and 90 days after an SEO change

Agencies

Agency SEO reporting that shows spend next to outcomes

Find out what your pages are worth. It's free.