Blog
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What a chiropractor’s website and a 9,000-page marketplace have in common
The smallest site in my audit folder has 189 pages. It’s a medical education provider. The largest is a classic car marketplace with 9,220 pages indexed. The most recent is a chiropractic clinic with a couple of dozen pages, a Google Business Profile and a blog. Different platforms, different decades, different industries, different money. I…
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The menu item that pointed at an unfinished draft
A clinic’s main navigation had an item called Athlete Care. It pointed at /elementor-685/. That’s a page-builder template. Not a page anybody wrote. It’s the numbered artefact a builder creates when you start something and don’t finish it. It was in the header menu of a live site, on every page, being crawled every time,…
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Your header menu is wrapped in H2 tags
On a Shopify homeware store I audited, every item in the header menu was an H2. Not styled to look like one. Actually wrapped in <h2> tags. So was every product name on the home page, and every product name on every collection page. A collection page listing forty products had forty H2 headings before…
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371 pages beat 1,510. Half the links beat twice the links.
Here are two sites in the same market, from an audit I ran in 2022. Client Competitor Pages indexed 1,510 371 Referring domains 3,575 1,853 Organic traffic / month 23,825 47,722 Keywords in top 3 517 1,216 The client had four times the pages. Nearly twice the referring domains. And half the traffic. That is…
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Three clinics, three audits, the same five gaps
I audited three healthcare clinics this year. Two chiropractic practices and a med spa, in three different towns, with three different web builds and no connection to each other. Five things were missing from all three. Three sites is a small sample and I’m not going to pretend otherwise. But these were not five subtle…
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Eleven audits, fifteen years, one finding in every single one
I went back through eleven audits I’ve written since 2021. Local clinics, a Shopify homeware store, a classic car marketplace, three continuing-education platforms, an ad agency, a car parts retailer. Different platforms. Different sizes. One had 189 pages, another had over nine thousand. Different budgets, different industries, different countries. Every one of them had a…
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Ninety per cent of this site was unreachable
A classic car marketplace had 9,220 pages indexed in Google. 8,317 of them had nothing on the site linking to them. That’s ninety per cent. Nine pages in every ten existed, were indexed, and could not be reached by clicking. No menu, no category, no related-items block, no link from anywhere. If you didn’t already…
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What I check first when a site should rank and doesn’t
A med spa came to me because the site wasn’t showing up locally. Good clinic, real reviews, services people search for every day. The address in their footer linked to a Google Maps listing for a different business. So did the address on the contact page. The map embedded on the contact page was that…
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Crawled, currently not indexed: what it actually means
Here is the Page Indexing report for a Shopify store I have worked on. Four hundred and seventy-nine pages indexed. Six and a half thousand not. That is not a broken site. It sells, it ranks, it has a real business behind it. It is a normal Shopify store, and the ratio is normal too,…