Expertise notes
SEO Notes
Most sites do not have an SEO problem. They have three at once, and fixing one without the other two is why the work appears to stall.
The pattern
What usually goes wrong here
The three problems are usually these: crawlers cannot read the site properly, the pages that exist do not target what people actually search, and nothing credible links to them. Each one caps the return on the other two. I have watched teams spend a year on content while the site was quietly serving duplicate URLs, and watched perfect technical audits get filed because nobody would write anything.
What I look at
The things that actually move it
- Crawlability and indexation first — URL structure, internal linking, Core Web Vitals, what Google is actually storing
- Keyword research mapped page by page, split by intent, before a single word gets written
- On-page depth — titles, meta descriptions, header hierarchy, and whether the page answers the query it targets
- Schema and structured data, so search engines and AI assistants can parse what the page is about
- Topic clusters instead of one-off posts, because an isolated article rarely ranks for anything competitive
- Off-page credibility — who links to you, and whether anyone outside your own site cites you
- Reporting tied to qualified traffic and conversions rather than raw sessions
FAQ
SEO — questions I get asked
How long does SEO take to show results?
Technical fixes and on-page work usually move rankings within 4 to 8 weeks. Content and off-page work compound over 4 to 6 months. Anyone promising page one in 30 days is either buying links or targeting keywords nobody searches.
What is the first thing to check when SEO is not working?
Indexation. Before touching content or links, confirm the pages you care about are actually indexed and that Google is not choosing a different canonical. A surprising share of stalled SEO turns out to be pages that were never in the index in the first place.
Does SEO still matter now that people ask AI assistants?
Yes, and the work overlaps more than people expect. Assistants pull from indexed pages, structured data and third-party citations, which is the same ground technical SEO already covers. The part that is genuinely different is covered separately in my AISEO notes.
From the blog
Writing on this
Nextdoor for business: does the free page beat the ads?
If you still promote your business from your personal Nextdoor account, stop today. That stopped being allowed in 2026, and the replacement is free.
Read it →Why is my Mumbai business invisible on Google?
Draw a ten kilometre circle around your office. Part of it is the sea, and the part that matters is outside it. That is why radius targeting fails here.
Read it →Why did my website get slow again?
India's Core Web Vitals pass rate is reported at under 28% against roughly 48% globally on mobile. Speed is not a project here, it is a thing that decays.
Read it →Related
Other notes
AISEO
AISEO is not a separate discipline from SEO. It is SEO done with more discipline about structure and more honesty about substance.
Read the notes →Performance Marketing
Ad accounts rarely fail because of bidding. They fail on audience, creative and the landing page, in that order.
Read the notes →Social Media Marketing
Posting consistently and getting nothing back is a content mix problem, not a frequency problem.
Read the notes →Say hello
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