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Independent SEO publication

Learn the SEO that actually moves a small business.

Guides, checklists and benchmark data for owners doing their own search marketing. We sell nothing, rank no one for money, and label every estimate as an estimate.

The newsletter

One SEO email. Every other week.

What actually changed in search, what to do about it, and the checklist to do it with. No pitch — we have nothing to sell you.

  • 28in-depth guides
  • 3desks, nothing else
  • 100%sourced or labelled
  • $0for sale, ever

Nothing for sale

No services, no placement fees, no affiliate rankings. The newsletter is the only thing we ask for.

Every number sourced

Figures are linked to their source or labelled a benchmark. A projection is never printed as a measurement.

Corrections in public

When we get something wrong we fix the page and say what changed, on the page it affects.

All articles →

Editor's picks

Topics index →

The three desks

Topics index →
Local SEO

Google Business Profiles, citations, reviews, and the fight for the three map spots that take most of the clicks.

All 16 articles →
SEO

How organic search actually works for a business with no SEO budget — what it costs, what it returns, and who to trust with it.

All 8 articles →
Technical SEO

Crawling, indexing, schema, site speed, and migrations — the plumbing that decides whether your pages ever get read.

All 4 articles →

Latest from the archive

All 28 articles →

What we will and will not print

Full standards →

  1. One subject only

    We cover search. Not ads, not social, not branding. A narrow desk is the only way a small publication earns the right to be believed on anything.

  2. No invented numbers

    Every figure is either sourced and linked, or labelled as a benchmark or an estimate. We never present a projection as a measured result.

  3. Nothing is for sale here

    We do not sell SEO services, take placement fees, or rank anyone in exchange for money. The newsletter is free and the only thing we ask for.

  4. Corrections in public

    When we get something wrong we fix the page and say what changed, rather than quietly editing it away.

The newsletter

One SEO email. Every other week.

What actually changed in search, what to do about it, and the checklist to do it with. No pitch — we have nothing to sell you.