SEO
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llms.txt and AI crawlers in robots.txt: what actually matters
Which AI crawlers to allow or block in robots.txt, what each one does, and an honest look at llms.txt: a proposal, not a requirement.
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The Search Console metrics that matter: clicks, impressions, CTR and position, read correctly
Clicks, impressions, CTR and average position look simple. Here is how Google actually counts them, and how to avoid the most common misreadings.
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Pages ranking 11 to 20: where the fastest SEO wins usually are
Queries where you already rank between 11 and 20 are often the cheapest gains in SEO. Here is how to find them, qualify them and act on them.
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Technical SEO audit: what to fix first, and what can wait
A crawl report can list thousands of issues. Sort them by impact, starting with what stops Google from crawling and indexing your pages.
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International SEO: markets are not languages (hreflang, x-default, URL structures)
Translating a site is not the same as serving a market. How to choose a URL structure, use hreflang and x-default correctly, and avoid common mistakes.