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One useful search tip. Every Wednesday.

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Search advice has a way of becoming a second job. This is one useful thing you can do for your business, in an email you can actually finish.

I write it in plain English. It's free, and the first issue arrives the moment you subscribe.

One actionable SEO and AI-search tip a week.
Written for a business owner, not a marketer.
Every tip links to a full walkthrough on this site, with a way to check it worked.

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Your Wednesday schedule.

Issue 1 arrives immediately. Then one issue every Wednesday afternoon, Eastern time. Everyone starts at issue 1 on their own timeline.. you never join in the middle. Twelve issues are written, with more to come.

A sample issue.

Read the full walkthrough for issue 1. This is the kind of thing you'll get.

Three counts side by side: twelve checks behind the Website Score, two behind the Google Listing Score, one behind the Loading Speed Score.

Start here · Issue 1

How to use your Second Opinion score.

An audit score is a starting position, not a grade. Here's what Second Opinion measures, what it deliberately ignores, and where your effort actually moves the number.

Second Opinion · 6 min read

What's in the first twelve.

Issue 2

The free thing that outranks most websites.

For most local service businesses the Google Business Profile brings in more calls than the website does. Here is what to fill in, and what to stop worrying about.

Local SEO · 5 min read

One phone number at the center of six cards .. a map listing, a search result, a website, a directory, a social page and a storefront .. every one of them showing the same number with a green check.

Issue 3

Why your phone number needs to match everywhere.

If your name, address, and phone number differ between your website and your Google profile, search engines don't know which one is accurate. Read below to learn how to find the mismatches.

Local SEO · 5 min read

A browser tab and a page heading, linked by glowing lines to a map pin and a wrench, with the word Home crossed out above them.

Issue 4

The two lines that tell Google what you do and where.

Your page title and your main heading are the first two things a search engine reads. Most small business sites spend both on a slogan. Here's how to rewrite them in about ten minutes a page.

SEO · 5 min read

A glowing smartphone showing a web page that is crisp on one side and fading away on the other, under a speed gauge.

Issue 5

Fast on a phone, or invisible.

Your Loading Speed Score is one check: how fast your main content shows up on a phone. Here's what it measures, why it's usually the pictures, and what to ask your website person to fix.

Performance · 4 min read

A dotted map with three highlighted locations each linked to a page card, and a faded stack of duplicate pages behind.

Issue 6

When you need a page for each city, and when you don't.

The industry sells location pages by the dozen. Most local businesses need two or three good ones, plus a site that says plainly where they work. Here's how to tell which you are.

Strategy · 4 min read

A list of findings split in two: three scored rows with 100, 98 and 97 out of 100 badges, and five rows tagged FYI.

Issue 7

Thirteen findings that don't count against you.

Second Opinion reports some things that never touch your score, on purpose. Here's what they are, why we show them anyway, and how to tell which ones are worth your afternoon.

Second Opinion · 4 min read

A magnifying glass marked G stopped by a blocked sign in front of a locked, glowing web page.

Issue 8

The pages Google can't reach.

A page nobody can open can't rank, no matter how good it is. Here are the four checks that catch it, what each one means, and how to check your own site in twenty minutes.

SEO · 4 min read

A staircase of cards leading from the homepage through three numbered clicks to a highlighted target page.

Issue 9

Three clicks from the front door.

How far your most important pages sit from your homepage, whether a search engine can follow the path, and whether your sitemap agrees with your menu. Fixable in an afternoon of menu edits.

SEO · 4 min read

A checklist with four ticked boxes and one empty box, beside a magnifying glass over a person icon.

Issue 10

How to tell whether an SEO person is worth hiring.

Five questions a good SEO person will welcome, three answers that should end the conversation, and the honest truth: plenty of local businesses don't need a retainer at all.

Strategy · 4 min read

Two near-identical page cards, with an arrow pointing to the highlighted one that carries a check mark and a code tag.

Issue 11

The tag that tells Google which page is the real one.

When the same page lives at two addresses, a canonical tag tells Google which one counts. When that tag points the wrong way, nothing looks broken.. and Google quietly prefers the wrong page.

SEO · 4 min read

A telescope looking at a glass-walled building whose interior, with a chart, phone, lock and dashboard, stays hazy.

Issue 12

What we can't see from out here.

An outside audit reads what anyone on the internet can read. That leaves four things out entirely: your analytics, your Google profile's dashboard, what happens after someone calls, and anything behind a login.

Second Opinion · 4 min read

Start with issue 1.

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