Signals & Sentences
A drop in search traffic isn’t always bad news
Not every search needs a click. And not every decline in organic traffic means your website is performing worse.
Your SEO audit found problems. They don’t all matter equally.
An SEO audit can uncover dozens of issues, but a long list doesn’t tell you what matters most. Here’s how to put those findings in context, decide what deserves attention first, and avoid fixing things that aren’t really problems.
Yes, I know Google exists
Anyone can search Google. The useful part of SEO research is knowing what to look for, which signals matter, and how to turn what you find into better decisions for a website.
AI didn’t invent the em dash - it just made sameness easier to see.
Generative AI hasn’t just changed how we write. It’s changing how writing sounds. As web content gets smoother and more alike, the quirks, rough edges and unexpected choices in human writing may be becoming more valuable.
Let’s take a closer look
You don’t need a finished brief or a diagnosis before you get in touch. Send me your current website or tell me what you are trying to build, and we can figure it out together.