I often start my audits by asking a simple question: which of my top pages are quietly losing traffic before anyone notices? Content decay is sneaky — a page that once drove steady organic visits can drift down the SERPs because of changing intent, new competitors, or technical regressions. Over the years I've developed a practical, repeatable approach to find and fix content decay on my best...
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Migrating a website is one of the riskiest SEO projects I take on, but when planned and executed well it can unlock...
I remember the first time a Google core update hit one of my sites: traffic fell, my inbox filled with worried client...
I often see Shopify stores unintentionally competing with themselves: category (collection) pages and product pages...
I often see Shopify stores unintentionally competing with themselves: category (collection) pages and product pages vying for the same keywords, causing what we call keyword cannibalization. I’ve helped several merchants fix this without sacrificing traffic or sales. Below I share a pragmatic...
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I recently dove into Semrush's Backlink Gap tool with a specific question in mind: can it actually reveal which pages my competitors are monetizing, and — more importantly — how can I replicate their wins without copying their content verbatim? The short answer is yes, but like any tool, it’s...
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I’ve been testing video-first SEO tactics for years, and one recurring question from clients and readers is whether optimizing YouTube chapters and adding proper video schema can actually increase organic traffic from Google’s video carousels. The short answer is: yes, they can help — but...
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I remember the first time I saw Core Web Vitals all green and felt triumphant—only to watch some of my most important pages slide down the SERPs a few weeks later. If that’s happened to you, you’re not alone. Green CWV is a great start, but it’s not a magic bullet. I’ve compiled a...
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I remember the first time one of my sites took a sudden nosedive after a Google algorithm update — the panic, the frantic Slack messages, the midnight audits. Over the years I've developed a practical triage I use whenever organic traffic drops after an algorithm hit. Below I share that...
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Hey there! Élise here. If you're a Shopify merchant, chances are you're working hard to drive traffic to your store, boost conversions, and rank better in Google's search results. But here's the twist—many Shopify store owners overlook a silent but critical component of SEO success: structured...
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One of the most common questions I get from business owners and marketers alike is: “How can I automate keyword research without losing the human touch?” If you've been playing around with AI tools like ChatGPT and you've got a bit of a soft spot for spreadsheets (no judgment here — I love a...
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Thin content is one of those sneaky SEO issues that can quietly sabotage your site's visibility without making much noise. If you've ever stumbled upon a page on your own site and thought, "Wow, there's not much here," you're probably looking at a thin content problem. I’ve helped countless...
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Over the past few months, I’ve received an increasing number of emails and messages asking the same urgent question: “Is Google’s Search Generative Experience (SGE) going to kill SEO?” It’s a valid concern. As an SEO strategist who has witnessed first-hand the turbulence caused by...
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If you're anything like me, you've probably noticed the growing importance of voice search in your analytics dashboards. With the rise of smart devices like Google Home, Alexa, and Siri, more users are now searching the web using natural, conversational queries. This shift is transforming how we...
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