Published thoughts
The SEO
Dispatch
Deep dives on entity-based SEO, topical authority, and technical optimisation — no fluff.
Writing for BERT & MUM: A Practical Framework
Stop keyword stuffing. Here's how Google's language models actually evaluate content quality — and how to write naturally while hitting every semantic signal.
February 28, 2025
Core Web Vitals in Next.js: From 68 to 98 PageSpeed
The exact changes I made to a client's Next.js site to go from failing Core Web Vitals to a near-perfect score — with code examples.
February 14, 2025
Entity SEO for eCommerce: How Metro.pk Grew Crawl Coverage by 40%
A behind-the-scenes look at how we restructured a major Pakistani retailer's site architecture using entity-based SEO principles.
January 30, 2025
Link Building in 2025: What Still Works (And What's Dead)
After building links for 50+ clients across 4 countries, here's my honest assessment of what moves the needle in the post-Helpful Content era.
January 15, 2025
How to Get Your Business into Google's Knowledge Graph
Schema markup alone won't do it. Here's the entity disambiguation strategy I use to get clients knowledge panel eligibility.
December 20, 2024
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No fluff. Just practical entity-based SEO tactics from real campaigns.