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How to hire and judge an SEO company.

Independent analysis on retainer pricing, scope, contracts and the signals that separate a real SEO programme from a reporting habit.

Field note

Google CTR Statistics 2026: AI Overviews Flattened the Click Curve

LatestData report

Google CTR Statistics 2026: AI Overviews Flattened the Click Curve

2026 click-through rate benchmarks: clean SERP vs AI Overview CTR by position, AIO saturation by industry, the citation economy, and the desktop vs mobile split.

August 22, 2026 11 minRead

How to Choose an SEO Company in the US (Without Getting Sold)

HiringMarch 4, 2026 12 min

How to Choose an SEO Company in the US (Without Getting Sold)

A buyer-side framework for shortlisting US SEO agencies: scope, seniority, measurement, contract terms, pricing sanity checks, and the questions that separate operators from packagers.

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SEO Retainer Pricing in the US: What Different Budgets Actually Buy

PricingFebruary 19, 2026 11 min

SEO Retainer Pricing in the US: What Different Budgets Actually Buy

Why $2,500, $10,000 and $30,000 per month buy fundamentally different programmes, how agencies build their pricing, and how to tell whether a quote matches your competitive set.

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International SEO: When It Is Worth Paying For, and What Good Looks Like

InternationalFebruary 2, 2026 12 min

International SEO: When It Is Worth Paying For, and What Good Looks Like

Readiness signals, ccTLD versus subfolder architecture, hreflang as a maintenance problem, real localisation, and the vetting questions that expose agencies who have only read about it.

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How to Read an SEO Agency Case Study Critically

EvaluationJanuary 21, 2026 10 min

How to Read an SEO Agency Case Study Critically

Percentages without baselines, seasonality mistaken for lift, cherry-picked windows, and the four numbers that make an SEO case study verifiable.

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Local SEO for Multi-Location US Businesses: What Actually Moves the Map Pack

LocalJanuary 8, 2026 11 min

Local SEO for Multi-Location US Businesses: What Actually Moves the Map Pack

Location page architecture, Google Business Profile operations at scale, review velocity, proximity limits, and the per-location metrics that expose failing markets.

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What a Real Technical SEO Audit Includes (and What Is Just a Crawl Export)

TechnicalDecember 12, 2025 12 min

What a Real Technical SEO Audit Includes (and What Is Just a Crawl Export)

Rendering versus crawling, indexation rules, architecture and internal linking, template-level performance, log analysis, and the remediation plan format that makes an audit worth buying.

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// Stay useful

One practical search idea, when it is worth sending.

Occasional notes on vetting SEO companies and reading their numbers honestly. No fluff.