Blog
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How to prove to Google that you are one business
The advice is one sentence: keep your name, address and phone consistent everywhere. Almost nobody can act on it, because it never says where everywhere is. Here is the twenty-minute version. Click every address link and every social icon first. Thirty seconds, and the highest yield in the procedure.
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659 tag pages, competing with the pages the store actually sells from
A Shopify store I audited had 659 tag pages indexed. Nobody created them. Nobody knew they existed. They outnumbered the store’s real commercial pages. It is not a penalty and rarely crawl budget. It is your thin page competing with your good one, and Shopify’s canonical had not stopped it.
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The question every patient has before they book, and almost no clinic website answers
Almost every roofing site I open is missing two things: financing and insurance claims help. I went back through three chiropractic and med spa audits to see whether it transferred. Not one had a page about insurance or cost. It is a conversion gap, not a structural one, which is why audits miss it.
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The campaign that ended because it worked
Two engagements have ended because the client got more calls than they could handle. A roofing contractor and an automotive business. Neither fired me over results. The work did what it was meant to and the business underneath was not ready. In emergency trades a slow answer loses the job outright.
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A car accident click costs $300. The lead behind it costs $442. There is a cheaper number.
A competitive car accident click costs $150 to $300, more than $500 in Los Angeles, New York and Miami. The lead behind it averages $442 from ads and $183 from search. That gap is the entire argument for SEO in personal injury, and it is worth nothing if intake does not answer the phone.
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The three firms in the map pack all had over a hundred reviews. The firm doing the serious work had nine.
Three firms in one city’s local pack, all rated 4.9, on 180, 113 and 111 reviews. The firm doing the serious work had nine. In criminal defence, review volume tracks charge severity inversely, so a plan built on winning the review race will fail at exactly the end of the docket that pays.
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27,903 impressions. 106 clicks.
One query, one site, three months: 27,903 impressions and 106 clicks. Everyone who sees that says the title needs work. Usually it does not. Read the average position first, because below 20 you have a ranking problem wearing CTR clothing, and sometimes the right answer is to stop chasing the query.
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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, the largest 9,220. Internal linking, schema and thin content turned up at both ends and everywhere between. Scale does not change the diagnosis. It changes whether the fix is an afternoon of editing or a developer sprint, which is what decides if it happens.
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The menu item that pointed at an unfinished draft
A clinic’s main navigation had an item called Athlete Care pointing at an unfinished page-builder draft, on every page of a live site. Nobody had looked at the menu since the theme was installed. Builders leave this debt everywhere, and it has to be fixed at template level or it comes back.
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Your header menu is wrapped in H2 tags
On a Shopify store I audited, every header menu item and every product name was wrapped in an H2. A collection page handed Google forty headings before a human had written anything. Eight of eleven audits had a heading problem. It is a weak ranking signal and a wasted slot.
