Index bloat: which archives and filters should stay indexed?
Review empty archives, duplicate filters, and other generated URLs. Keep useful landing pages and choose the right control for the rest.
Read article →Field notes
Practical guides to indexing, migrations, and website fixes
Step-by-step checks, code examples, and explanations for technical SEO and tracking problems.
Should you add llms.txt to your website?
What llms.txt can do, what Google requires for AI search, and examples for publishing a maintained directory of your public pages.
Read article →Pagination SEO: URLs, canonicals, and load-more pages
Make deeper products and articles reachable through ordinary links. Check page URLs, canonical tags, infinite scroll, and pages beyond the end.
Read article →Does the first link to a page get special SEO treatment?
Check repeated links for clear labels, consistent destinations, and accessible ordering without relying on an undocumented ranking rule.
Read article →Internal link audits: menus, footers, and contextual links
Find important pages with weak internal links. Check their navigation paths, anchor text, redirects, and links from relevant content.
Read article →How to find and fix orphan pages
Compare your CMS, sitemap, and search exports with the links on your site. Then decide which isolated pages need links, redirects, or removal.
Read article →Soft 404s: fix missing pages without breaking empty categories
Compare the HTTP status with the content Google rendered. Treat missing pages, out-of-stock categories, and empty search results according to their purpose.
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How to verify Googlebot requests in your logs
Check the source IP of a request claiming to be Googlebot. Use Google’s published ranges or reverse-and-forward DNS before trusting crawler totals.
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Googlebot visited your page. That doesn’t mean it is indexed.
Use server logs for crawl checks, URL Inspection for indexing, and performance reports for search traffic. Each answers a different question.
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Why GA4, Google Ads, and your CRM show different conversions
Trace one form submission or purchase through GTM, GA4, Google Ads, and the CRM to separate broken tracking from reporting differences.
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