E-mail:
jsem@patrikpilous.cz
Google Search Console
Google Search Console (GSC for short) is a free Google tool that shows you how your website looks from the search engine’s point of view. It shows the queries you appear for, clicks, average position and the indexing status of every page. The numbers are measured...
Erika Fashion case study with 436,000 visits from Google in a year
I started working for Erika Fashion, a women’s fashion client (erikafashion.cz and erikafashion.sk), as an outsourced SEO consultant and link builder in April 2024, and I was given a lot of freedom and trust. Because we can move and change things quickly, the results...
Keyword cannibalisation, how to find it and what to do about it
Keyword cannibalisation happens when two or more pages on the same website target the same query with the same intent and Google keeps switching between them. None of them then ranks as well as it would on its own. The key part is the same intent. Several pages ranking for...
Why SEO and AI visibility depend on associations and entities
A brand has two layers in the customer’s mind. The entity, meaning a clear idea of who the brand is, and around it a network of associations that people connect with it. Search engines and language models such as ChatGPT or Gemini build their picture of a brand in a...
How to choose an SEO consultant, questions to ask and warning signs
Choose based on four things, not on price. Who will actually work on your website, what they will do in the first 90 days and why in that order, how they will measure results in orders and revenue rather than rankings, and who keeps the access and data once the work ends. If...
SEO pricing. How much it really costs and what you pay for
I have heard the question “how much does SEO cost?” many times, and it really is a tricky one. We dealt with it years ago at the agency, and I have dealt with it as a freelancer too. It is important to remember that SEO should not be seen as a cost. It is an...
Backlinks, what they are for, how they evolved and how to earn them effectively
When I started with SEO years ago, link building worked in a surprisingly crude way. On the other hand, the relationship between the links you earned and your rankings was very direct. You put your website into twenty directories or content sites, bought a few so-called PR...
How to build a functional website architecture and structure
One of the first things I look at in a more comprehensive SEO audit or in ongoing collaboration is website structure and architecture. You can have the best content in the world, but if it is hidden 5 clicks from the homepage, too concentrated or scattered without any system,...
How SEO and GEO work, and why they are closer than they seem
When I walk into a client meeting these days, the same question often comes up: “What about AI? Do we want to do GEO? What are we doing wrong if ChatGPT doesn’t show us?” Over the years I’ve got used to the fact that there’s always some topic or...
How page indexing works and what it is for
Indexing is the process by which a search engine stores a page in its index. The etymology, the history from registers to Google, and the practical value for SEO.
AI Performance and how to use it beyond online PR
AI Performance in Bing Webmaster Tools gives us a new perspective. According to the product managers behind this release, it is “the first step towards generative engine optimisation tools in Bing Webmaster Tools”.
The dashboard tracks citation activity in...
Anchor text
Anchor text is the visible text of a link. It tells Google what the target page is about. What types of anchors are there and why does over-optimising a website do harm?
SERP (search engine results page)
SERP is the search engine results page. From ten blue links to AI Overviews, how it varies by query and why it matters for SEO.
Search intent
Search intent is the real goal behind a query. The four types of intent and why it matters more for rankings than the keyword itself.
Canonical (canonicalisation)
Canonical, or canonicalisation, deals with duplicate content by setting the main version of a page. Etymology, history since 2009 and the practical benefit for SEO.
Robots.txt
Robots.txt is a file with rules for search engine robots. The origin of the word robot in Čapek’s work, its history since 1994 and why it controls crawling, not indexing.
Core Web Vitals
Core Web Vitals are three metrics Google uses to measure how fast and smooth a website is: LCP, INP and CLS. Why they are a ranking signal and how to improve them.
My 2024
So here it is again, the time for taking stock. It is great that today I can read my report from last year and see that I have come some way since then.
This year also showed me how important it is to make changes. Changes are the best possible impulse for growth and...
Noindex and nofollow
Noindex and nofollow are two different instructions for Google. Noindex deals with whether a page is indexed, nofollow with passing link equity. When to use each and what to avoid.
Title tag (meta title)
The title tag (meta title) is the page headline in search results. How to write it in under 60 characters so it attracts clicks and helps your rankings.
Meta description
A meta description is the page summary shown in search results. It won’t affect your ranking, but it determines whether people click. Its history, ideal length and how to write one.
Insights and highlights from SEOloger naživo 2024
For me, SEOloger combines business with pleasure: swapping funny work stories, inspiration, meeting new people, catching up with familiar faces, talks, walks in nature and wellness. So what was on the programme this year?
Something dense and clever about ChatGPT
The...
Conversion rate
Conversion rate is the share of visits that turn into an action. How it is calculated, what a good rate is for an online shop and how to increase it through intent and landing pages.
Domain authority (DR)
Domain authority (DR) is an estimate of a website’s strength on a scale of 0 to 100, based on backlinks. It is not a Google metric. How to understand it and how to increase it.
Thailand and Bali, tips, work and experiences
Thailand has become a magnet for digital nomads from all over the world and for many people in my circle. I kept hearing the same names over and over: Thailand, Vietnam, Bali. So I went to try it myself. I wanted to find out whether I would like to live and work in this...
Duplicate content
Duplicate content is the same text on several URLs. Google does not penalise it, but it splits your site’s strength. How duplicates arise and how to fix them with canonical tags and 301 redirects.
