Insights

Content guides

Planning, writing and maintaining content that ranks and earns the click: search intent, topic clusters, titles, E-E-A-T and refreshes.

2026

3 articles

Content

27 October 2026·6 min read

Title tags in 2026: we measured where Google cuts them

We measured Google’s results pages in October 2026: the fonts, where long titles and snippets are cut on desktop and mobile, and what that means for writing them.

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Content

11 August 2026·6 min read

Content refreshes: when to update, merge or delete

How to build a content inventory from Search Console, analytics and backlinks, then decide page by page whether to update, merge, delete or leave it alone.

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Content

13 January 2026·6 min read

E-E-A-T for service businesses: showing you’re the real thing

What E-E-A-T is and isn’t, and the evidence on and off your site that shows an accountancy firm, law firm, clinic, agency or trade is the real thing.

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2025

2 articles

Content

12 August 2025·6 min read

Title tags and meta descriptions that earn the click

Why Google rewrites titles, a simple pattern for writing better ones, how to handle meta descriptions and templates, and how to test changes in Search Console.

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Content

10 June 2025·6 min read

Topic clusters without keyword cannibalisation: one page per intent

How to plan a topic cluster around search intent, test intent with SERP overlap, and find and fix keyword cannibalisation using Search Console.

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