Blog
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Eleven audits, fifteen years, one finding in every single one
Internal linking was a finding in all eleven audits I pulled since 2021. It was never the same failure twice: money pages with no links at all, URLs used as anchor text, menu-only linking, orphans. It is the cheapest fix on any audit because it needs nobody’s permission. It will not fix an authority problem.
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Ninety per cent of this site was unreachable
A classic car marketplace had 9,220 pages indexed and 8,317 of them with nothing linking to them. Ninety per cent. Orphans at that scale come out of a database, not a writer, and a normal crawl reports zero of them unless you feed it the sitemap as a second source.
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What I check first when a site should rank and doesn’t
Someone sends me a URL and says the site should be ranking. The first pass takes up to three days, runs entirely from the outside, and none of it is backlinks or Search Console. Most sites I am called into have a problem in the first four checks and have been buying links for a…
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Crawled, currently not indexed: what it actually means
A Shopify store I worked on had 479 pages indexed and 6,540 not. That is normal, not broken. Most of that list is pages the platform created and nobody wrote. Before diagnosing anything, check whether a page you actually care about is in there. Usually there isn’t one.
