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Practical guides, checklists and playbooks. Find the reference you need, then put it to work.

Reference lives here and is revised in place. Dated updates and opinion live on the blog.

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Checklist Clear all

SEO-03Checklist

Twenty checks that catch most indexing problems on a service-business site, in the order a crawler would meet them.

CrawlingIndexingTechnical SEO

Revised Feb 11, 20262 min read Read

ADS-01Checklist

A fifteen-minute routine for reading the search terms report and turning it into negatives, new keywords and landing page fixes.

Negative keywordsOptimisation routineSearch terms

Revised Jan 22, 20261 min read Read

AIS-01Checklist

Which crawlers to allow, which to decide about deliberately, and how to confirm your robots rules say what you think they say.

Access controlCrawlersrobots.txt

Revised Jan 15, 20261 min read Read

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