Why we wait three weeks before telling you whether a change worked
Search results take time to settle. Reading a ranking change after two days measures noise, and acting on noise is how people undo work that was fine.
1 min read
Writing on search
What actually moves rankings, how to read your own Search Console data, and what to ignore. No listicles.
What “striking distance” actually means, and why it's where you should start
Pages ranking 4–15 already have Google's confidence. Moving one of them two places is worth more than launching something new — here's the arithmetic.
1 min read