I started noticing the impact of Search Generative Experience (SGE) on my sites about a year ago — long-tail queries that used to bring steady, low-volume traffic suddenly showed a drop in organic visits. At first I panicked: long-tail keywords are the lifeblood of niche content and conversion-ready traffic. Then I took a step back and treated the problem like any other SEO challenge: observe,...
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I remember the first time I realized how much the right piece of equipment can change your game: a single racket swap...
I often start my audits by asking a simple question: which of my top pages are quietly losing traffic before anyone...
Migrating a website is one of the riskiest SEO projects I take on, but when planned and executed well it can unlock...
Migrating a website is one of the riskiest SEO projects I take on, but when planned and executed well it can unlock better performance, faster pages, and clearer site architecture — without sacrificing the hard-won link equity and conversions. I’ve learned through hands-on migrations that the...
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I remember the first time a Google core update hit one of my sites: traffic fell, my inbox filled with worried client messages, and for a few sleep-deprived days I felt like I was firefighting without a map. Over the years I’ve learned that the best way out of that panic is methodical diagnosis...
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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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