SEO Attribution: Crediting the Channel Fairly
Last-click attribution systematically undervalues organic search, and everyone in SEO knows it. The trouble is that the usual response — arguing for a…
Articles by Viktoria Krychun
Experience Content When You Didn’t Make the Product
Google's guidance asks for evidence of first-hand experience. That is straightforward advice for a manufacturer and awkward advice for a store that re…
Search Console: Finding What You Already Rank For
Search Console is the only source that tells you what people typed before they saw you. Analytics tells you what happened after the click; Search Cons…
SEO Revenue Forecast: Building One You Can Defend
Most SEO forecasts are a single number arrived at by working backwards from what someone wanted to hear. They are defensible for exactly as long as no…
Organic Traffic Is Falling. Revenue Doesn’t Have To.
Two stores report the same thing: organic sessions down 20% year on year. In one, revenue is down 25% and something is badly wrong. In the other, reve…
AI Search Readiness Audit: 24 Checks for Ecommerce
Most advice about AI search ends at principles. This is the audit — a fixed list you can run against a real store in an afternoon, where every item ha…
Ecommerce Competitor Gap Analysis: Finding Real Gaps
Most gap analyses produce a spreadsheet of a thousand keywords a competitor ranks for and you do not. That is not an analysis. It is a list, and lists…
SEO Automation: What to Automate and What Not
"Fully automated" is the wrong target. Some SEO tasks should run without anyone watching. Others fail in ways nobody notices for months, and automatin…
Ecommerce Trust Signals: What Search Systems Look For
Nobody outside Google knows exactly how trust is assessed, and anyone claiming a specific mechanism is guessing. What is documented is different and m…
Branded Search: The Ecommerce Moat Nobody Budgets For
Every change in how people find products has the same effect on unbranded demand: an intermediary gets between you and the shopper. A search engine ra…
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