SEO, taught with the sources on the table.
Free guides, sourced statistics and a glossary for people who grow their own sites in search, from Google results to AI answers. Independent: we sell no links and no placements. Courses are being written.
Courses
Built on the guides, with an exercise on your own site at the end of each part. They are being written now: no dates, no pre-sales. The newsletter will say when the first one opens.
SEO fundamentals
How search engines crawl, rank and choose what to show, and the first fixes that move a small site.
Built from 5 published guidesRead themIn writingSearch in the age of AI answers
How AI Overviews, ChatGPT and Perplexity pick their sources, what that does to clicks, and how to measure it.
Built from 7 published guidesRead themIn writingPages stuck on page two
Find the queries you rank 8 to 20 for in Search Console, and the edits and internal links that move them.
Built from 7 published guidesRead themFrom the guides
68.01%
of US Google searches ended without a click to the open web in early 2026.
Source: SparkToro, 2026
GEO: generative engine optimization explained
8 to 20
Search Console positions where you already rank, low on page one or on page two: the band to work on first.
Source: Definition used in the guide
How to find striking-distance keywords and rank them
About 4x
more Google clicks for URLs with 40 to 44 internal links than for URLs with 0 to 4.
Source: Zyppy, 23 million internal links, 2022
The internal linking strategy that actually moves rankings
What we cover
- Sourced. Every figure links to the study it comes from, with an archived copy when the original goes offline.
- Dated. Each guide shows when it was published and last updated.
- Independent. We do not sell links or placements, so no guide is written to steer you to one.
- Disclosed. Affiliate links to SEO tools are marked and never decide what we recommend.
Details in the editorial standards.
- 5 guidesHow Google weighs pages and sites: topical authority, E-E-A-T, link equity, follow and nofollow.
- 7 guidesAI Overviews, ChatGPT and Perplexity: what gets cited, what it does to clicks, how to measure it.
- 7 guidesRoute the authority you already have to the pages that can rank, using Search Console data.
- 7 guidesHands-on comparisons of SEO tools and services, and how to choose an agency.
- 52 guidesEarning links, outreach, digital PR, anchor text, and the risks and prices of the link market.