The Outcome Ladder: How to Measure Whether SEO is Working
The ALC Outcome Ladder is a way to measure SEO in five levels: foundation, visibility, qualified traffic, enquiries and revenue. You read the levels in order, because each one depends on the one below it. The first level that isn’t working is where to focus next. Why measure SEO in levels? Traffic alone doesn’t tell […]
How to Read an SEO Report: 10 Questions to Ask
A good SEO report shows whether organic search is bringing in more enquiries or sales, measured from a fair starting point. To read one, check the comparison first, separate organic search from other channels, then work up from rankings to revenue. Who this guide is for This guide is for business owners who pay for […]
Law Firm SEO: The Complete Guide for Australian Lawyers (2026)
This guide is general marketing information, not legal advice. Check your obligations with your Law Society or regulator. Legal searches are some of the most valuable searches in Google. A single new matter can be worth thousands, sometimes tens of thousands, of dollars, which is exactly why the competition is fierce and why Google holds […]
How to Measure SEO Success: The ALC Outcome Ladder
Most SEO reports answer the wrong question. They tell you how busy someone was, or how many keywords moved, and leave you guessing whether any of it brought in work. After four years in agency and now running ALC, I measure SEO with a simple model I call the ALC Outcome Ladder: five levels of […]
Why I’ll Never Track Time on Client Work
I don’t track my time on client work. Not as a KPI, not as a log, not as a number on a report. I never will. That sounds like an odd thing to say about running an SEO business, so let me explain where it comes from. How I Got Here I finished school and […]
How to Use Google Trends for SEO and Content Planning
Google Trends is free, and most people use it for about five minutes. Used properly, it helps you time content, choose between competing keywords, and spot demand before it shows up in paid tools. It also has real limits, which most guides skip. What Google Trends Actually Shows Google Trends shows relative search interest over […]
Are URLs Case Sensitive? What It Means for SEO
Partly. The domain part of a URL isn’t case sensitive, but the path after it usually is. That difference can quietly create duplicate pages and split your SEO signals. Here’s how it works and how to fix it. The Short Answer Take https://Example.com.au/Services/Seo: Whether a server actually serves different content for different cases depends on […]
Linksigns: 6x Organic Search Growth in Under 6 Months
The Results at a Glance 6x growth in ranking keywords (from ~25 to 150+) Under 6 months from campaign launch to sustained results 8% share of search visibility in a competitive market, up against long-established national brands The Challenge Link Signs does great work, but online they were almost invisible. In May 2026, the site […]
On Page SEO and Off Page SEO: What’s the Difference (and Which Matters More)?
If you’ve ever sat through an SEO pitch, you’ve probably heard “on page” and “off page” thrown around like everyone already knows what they mean. Most business owners don’t, and a lot of agencies are happy to keep it that way. So here’s the plain-English version. On page SEO and off page SEO are the two […]
Google’s September 2026 Spam Update: What To Actually Do About It
Google shipped its fourth spam update of 2026 on 24 September, more spam updates in six months than in the previous two years combined. Here’s what’s confirmed, what it’s not (yet), and a genuine self-check against the specific policies Google actually enforces, rather than another “wait and see” post. What Happened, Exactly Google logged the […]