After an incredible nearly three years at SEOTesting, I’m now looking for a new opportunity in SEO leadership. SEO is where I do my best work, particularly at the intersection of strategy, testing, and commercial impact.

What SEO tools should an agency use? That’s rarely a “which tool is best?” question. It’s a systems + margin question. When you’re juggling 10, 20, 50 client sites, the real pain isn’t lack of data. It’s: • Manual work • Tool sprawl • Weak reporting • Proving impact so retainers renew

“Should we replace Semrush?” That’s rarely a pricing question. It’s a strategic one. Most SEO teams don’t wake up wanting a new tool. They wake up needing to: • Prove impact • Improve workflow efficiency • Go deeper on links or technical SEO • Scale reporting without drowning in CSV exports 🧵👇

I am a firm believer in never stopping to improve your content. That's why I'm a huge fan of some of the tools in SEOTesting's "Labs" section!

I'd be willing to bet that most of you following me use Google Search Console and Google Analytics every single day. So you're (hopefully) not confused as to what they do. But maybe you'd like to know more about how they can be used in perfect harmony! Here's a simple way to frame it:

Enterprise SEO has a tool problem! 😅 Not because there aren't enough tools, but because most "SEO stacks" were built for: ✅ 1 site. ✅ 1 team. ✅ 1 set of goals.

ChatGPT "likes" fresher content/data? I'm not sure whether this was a hot take to begin with, but it does look more like a pattern!

I still very much believe that SEO doesn't need to be too complicated.

LLM bots are crawling your site WAYYY more than you think. This kind of stuff has started to be discussed more on the conference track, so we've built a tool to help...

We (quite rightly) talk a lot about search intent in SEO, and broader marketing in general. And yet we still find that one of our most common problems is ranking pages but not getting them to convert.

Here's a simple post-publish content optimization workflow you can use in SEOTesting:

I've been seeing a lot on "chunking" for LLMs recently, and I wanted to give my take. Why are we acting like chunking is some new LLM hack? Isn't it just good content hygiene, anyway?

You're not "outgrowing" Google Search Console. You're just hitting its limits. And that usually happens when you start asking some of these questions: 👉 “Why can’t I see the full query dataset?” 👉 “How do I report this cleanly to stakeholders?” 👉 “What are competitors doing that we’re not?”

One thing I'm really loving about SEOTesting's Query Fan-Out Tool at the moment is the ability to extract User Persona information.

We've added a new tool to the Labs section of SEOTesting, and it's already proven to bring through some interesting insights into our existing content! It's called Content Evaluator, and it works in tandem with the Query Fan-Out Generator that's also available in the Labs section.

One of the things that's become clear as we research more about AI visibility (because I still refuse to call it GEO 😉 😅 ) is that it's not about writing more words. It's about writing in a way that machines can understand, while still keeping users front and centre.

LLM visibility tracking is a HOTTT topic right now. But there's still one huge problem: We still don't know the actual prompts people are typing into LLMs to land on our site! 🥲

Crawl budget has been a hot topic in SEO for years. But I think it's becoming even more important now that we have data to tell us how much LLM bots are crawling our pages.

We love a good framework in SEO, don't we? 😁 The PIE Framework. The ICE Framework. Even the Eisenhower Matrix. They’re all pretty damn good at helping us organize our to-do lists. But they don’t do much when it comes to telling us what actually works.

The hardest client breakups aren't when you fail. They're when you succeed, and they leave anyway. A painful truth for agencies: Clients don't churn because SEO didn't work. They churn because they couldn't see it working. 🧵🧵🧵

The SEO changes you're scared to make are usually the ones worth testing. Notice what I said there? Not rolling out. Testing.

A content marketing tactic that you should look into: We embedded high-quality YouTube videos above the fold on a group of existing blog posts.

Most SEO teams hit a ceiling at a certain point. Not because of skill. Far from it, in fact. But because they never level up their testing process. Where you sit on the SEO Test Ladder determines your influence, your budget, and your long-term impact. Let's run through it! 👇

Most SEOs don’t lose trust because their ideas are bad. They lose it because they can’t prove they work. Close the “Prove-It" Gap by running tests, showing evidence, and documenting results. Evidence builds trust. Guessing destroys it.

Best practices won't save your SEO in 2026.

Everyone's making a big song and a dance about Google (finally) allowing people to see their GSC data granulated over weeks and months... Meanwhile, at SEOTesting:

The 3 types of SEO tests every team should use to stop guessing and start proving impact.👇

It's time we stop confusing length with depth.

"What exactly do you do all day?" If you work in SEO, you've heard this question from a client or a C-Suite exec. Or, you know, your Grandma who still thinks you work for Google! 😅

Most content refreshes fail for one simple reason... They change words. Not outcomes. Here's a recent test that proves the difference 👇

OH, I AM SO EXCITED I CAN FINALLY SAY SOMETHING ABOUT THIS! 😎 SEOTesting has a completely new and revamped app for you to check out! 🙌 Faith Summon has been working extremely hard on this over the past nine months, and we're super excited to get it out there!

SEO isn't dead! But the "Trust Me" era of SEO well and truly is. The number one reason why many agencies lose retainers isn't always bad results. It's a lack of proof.

Your SEO strategy will become unstoppable the day you start treating every idea like a hypothesis.

90% of SEO wins come from knowing what NOT to do. We, as an industry, are obsessed with "best practices" and chasing the next big spike in clicks and revenue. But if you look at most successful SEO programs, they share a secret: They are just as proud of the features they DON'T ship.

Your SEO team doesn't need more ideas. They need FOCUS! 😎

There's a hidden cost that most teams never budget for. It's not tools. And it's not headcount. It's guessing.

You're optimizing for Google. Your buyers are starting to ask AI. If LLM bots can't reach your content, you won't exist in that conversation.

Ever feel like you’re sprinting in SEO but not actually getting anywhere? Welcome to the SEO Hamster Wheel. Busy. Exhausted. No clear progress. Let’s break it down. 👇

"Traffic is up!" Cool. Now show me the sign-ups and revenue, or it doesn't matter. Is that harsh? Maybe. But it's exactly how your CFO / clients think.

“SEO split tests are only for enterprise.” That belief is costing teams easy, compounding wins. ⚠️ Here’s why that’s not true 👇

SEO metrics don't get you sacked. Surprises do. What kills trust isn't a dip in clicks. It's not being able to prove why they moved.

Stop reporting on traffic. Start reporting on revenue. Traffic is vanity. Impact is proof.

SEOs don't struggle to do the work. They struggle to SHOW it! And then, guess what... Three months later, nobody remembers what's changed.

Charts don't build trust. Causes do. Most SEO reports fail at the only thing that matters: causality. They show what happened, sure. But not WHY it happened.

Most SEO "tests" fail before they start, because they're too complicated. The truth: SEO testing isn't rocket science. It's structured curiosity. One change. One metric. One outcome.

If you didn't log it, it didn't happen. And your stakeholders agree!

Proof > Promises You can tell your boss or client that SEO is working. But until you can PROVE it, it's still just an empty promise. That's the difference between "we're seeing more traffic" and "this change increased clicks by 47%."

Stop shipping untracked SEO tweaks. If you can’t say: "This change lifted CTR by 18%!” You didn’t test, you guessed. ⚙️

Most SEO pros think word of mouth just... happens. It doesn't. It's not luck. It's a channel. And it's a channel that quietly converts higher than anything you'll ever see in GA4.

Most "SEO wins" aren't wins. They're accidents that never repeat because nobody proved what worked. The truth is, every successful SEO strategy follows one model: Build --> Test --> Scale Here's how it works! 👇