Revenue Per Keyword: Ranking Queries by What They Earn
Search Console knows which queries brought people in. Analytics knows which landing pages made money. Neither knows which *query* made money, because…
Articles by Viktoria Krychun
Content Freshness: Where Recency Matters, Where It Doesn’t
Freshness is the most misapplied idea in SEO. It produces two opposite errors on the same site: articles whose dates get bumped monthly with no change…
AI Agents and SEO: What Can They Be Allowed to Change?
An assistant that suggests a change and an agent that makes one are different products with the same marketing. The first is a research tool. The seco…
How Site Speed Influences Ecommerce SEO and Conversions
The most common site speed conversation starts with the wrong number. Someone logged into the admin loads a page, waits seven seconds, and reports tha…
Creating Comparison Pages That Rank and Convert
A comparison page has an awkward property: it only works if the reader believes you might recommend against your own product. The moment every compari…
Ecommerce Website Redesign: Protecting the Rankings You Already Have
A redesign is the only project where a store voluntarily replaces something that works with something unproven. That is not an argument against redesi…
High-Consideration Ecommerce: SEO for Slow Purchases
A £40 impulse purchase and a £2,400 considered one need different SEO, and most ecommerce advice is written for the first. On a slow purchase the visi…
Content Decay: The Slow Loss No Alert Ever Catches
Monitoring catches breaks. A page that 404s, a stray noindex, a robots rule that removes a directory — all of those trip an alert on the day they happ…
Product Reviews and SEO: Getting, Showing, Using Them
Reviews are the only content on a product page written by someone with no incentive to sell. That is what makes them useful to a shopper, to a search…
SEO Team Structure: Which Roles Changed, Which Didn’t
The honest version of this story is not "SEO roles are disappearing". It is that the balance inside the role has shifted: the production half compress…
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