Topical Authority in SEO: The Complete Guide [2025]
Why authority on a topic now beats keyword targeting in isolation, and the operational playbook for building it across an entire content surface.
Writing
Essays, notes, and longer-form pieces on SEO operations, AI tooling, MarTech, and building SaaS for SMBs.
A curated selection of published pieces across Search Insights Academy and Supple Digital. Full archives linked at the bottom — over 80 articles across SEO, AI, and analytics.
Search Insights Academy
Founder & lead author. Frameworks and research at the AI-SEO intersection.
GEO vs SEO Explained: Why Your Content Strategy Needs Both to Survive Google's AI Shift
Generative Engine Optimisation isn't a replacement for SEO — it's a parallel discipline. How to plan for both as Google's AI surfaces reshape the SERP.
Building Autonomous AI Agents for SEO in 2025
What an actually useful SEO agent looks like in production, the tasks that survive automation, and the guardrails to keep human judgment in the loop.
Vibe Coding for SEO: Rapid Micro-Automations
Small, scrappy automations — the kind you build in an afternoon — that compound into serious operational leverage for an SEO team.
Google's ccTLD Sunset: How the End of Country-Code Domains Impacts Your SEO Strategy
What changes for international SEO once Google stops treating ccTLDs as the primary geo-signal, and how to restructure for a hreflang-first world.
Mastering Google AI Overviews
How AI Overviews actually pick sources, what the citation pattern looks like, and a practical optimisation framework for being in the answer box.
Headless CMS SEO: Solving JavaScript Rendering Issues
The rendering pitfalls that kill organic traffic on headless stacks, and the tested patterns — SSR, prerender, edge — that actually solve them.
How to Conduct a Comprehensive SEO Audit
The full audit framework I use across enterprise accounts — technical, content, links, analytics — written so a mid-level SEO can run it end-to-end.
Supple Digital
Head of SEO Operations — technical SEO, AI tooling, and analytics for enterprise accounts.
15 Black Friday SEO Tips to Maximize Your Sales this Holiday Season
The pre-season checklist that high-traffic e-commerce sites should be running before peak retail — technical, content, and link signals combined.
8 Pagination Best Practices to Ensure It Doesn't Hurt Your SEO
Pagination is one of the silent killers of crawl efficiency on big sites. The eight patterns that work, and the legacy ones to retire.
Rel=Canonical: The Ultimate Guide to Canonical Tags and URLs
Canonicals are deceptively simple and routinely misused. The full guide to when they're enforced, when they're hints, and how to set them right.
Product-Led SEO Strategy for SaaS: 6 Experts Share How to Do It Right
Roundup of operator-level perspectives on building product-led SEO for SaaS — what works, what's noise, and where the real moat is.
14 Most Useful Custom GPTs for SEO Professionals and Agencies
The custom GPTs I keep coming back to for SEO work — what each one does well, where they fall short, and which workflows they unblock.
Google March 2024 Core Update: What You Need to Know
What the March 2024 update actually shifted in the SERP, what kinds of sites took the biggest hits, and the recovery framework that has worked for our portfolio.
Full archives
This page lists a curated selection. For everything I've published:
- Search Insights Academy — 38+ articles on AI, SEO, and analytics
- Supple Digital — 42 articles across technical SEO, content, and tooling
- LinkedIn — long-form posts and commentary