(This is the 01/04/2025 issue of my newsletter – subscribe here)
Hey hey you lovely people – welcome to April!
The internet may be awash with brands making unfunny ‘jokes’ this morning, but I can assure you that this newsletter is as serious as I get – I’m talking about SEO experts that set out to rip off small businesses, the human side of Google, and why writing War and Peace isn’t the way to do blogging anymore.
So strap in, ignore whatever this year’s version of the spaghetti tree is, and let’s see what’s what!
Are You Being Ripped Off By SEO “Experts”?
Ever been quoted £15,000 a month for SEO services and wondered what the hell you’re actually paying for? You’re not alone.
The SEO industry is crawling with chancers promising the earth and delivering fuck all. I recently signed with a client who’d been paying that exact figure to an agency that was basically changing meta titles, writing AI SEO ‘content’, and sending fancy reports. That’s it. For fifteen grand a month.
If you’re tired of the smoke and mirrors, I’ve put together a comprehensive guide on how to spot the cowboys and find SEO support that actually delivers: The Small Business Guide to not Getting Ripped Off by SEO “Experts”
Google Has Humans? Who Knew?
Turns out the algorithm that rules our digital lives isn’t just a cold, unfeeling piece of code. Shocking, I know. At the recent Search Central Live NYC event, Google’s John Mueller spilled some beans about how they actually evaluate websites.
Spoiler alert: it’s way more human than most people realise. I’ve only been saying this for the past decade, but now that it’s been confirmed, perhaps you’ll believe me?
Want to know what this means for your website and how to get these mysterious Google humans to fall in love with your content? The Humans Behind Google’s Algorithm and What That Means for your Website
The Non-Wanky On-Page SEO Course is NOW OPEN!
You’ve done your keyword research. You’ve picked your phrases. Now what? Most people royally screw up the implementation – and that’s where the real SEO magic happens.
My Non-Wanky On-Page SEO Course gives you ten no-bullshit lessons that actually work. No jargon, no marketing waffle, just proven strategies to make your pages rank.
From nailing your H1s to creating internal links that don’t confuse the hell out of Google, this course covers everything you need to know about on-page SEO without making you want to stab your eyes out with boredom.
Only £200 – and you can split it into payments if that works better for your cash flow. The Non-Wanky On-Page SEO Toolkit
Longer Content ≠ Better Rankings
Can we please put this myth to bed once and for all? Not every blog post needs to be 5,000 words of waffle to rank well.
I’ve seen 500-word pages absolutely smash 5,000-word essays in search results because they actually answered the question clearly and directly.
Your recipe for beans on toast doesn’t need three paragraphs about your grandmother’s cottage in Cornwall. Quality beats quantity every single time. SEO Myth Debunked: Longer content always ranks better
THIS MONTH’S SEO TIP: Audit Your Own NAP
No, I don’t mean check how well you’re sleeping (though that wouldn’t hurt). NAP stands for Name, Address, Phone Number – and inconsistencies across the web could be killing your local SEO.
Take 30 minutes this month to Google your business name + address and see what comes up. Look for old addresses, different phone formats, or variations of your business name. Each inconsistency is telling Google, “We’re not sure who we really are” – not exactly confidence-inspiring.
Make a list of where your information appears incorrectly and systematically update it. Start with Google Business Profile, then hit the major directories and social platforms. Your local rankings will thank you.
Want More Non-Wanky SEO Help?
If you’re tired of SEO advice that leaves you more confused than when you started, I offer 1:1 calls where we can sort out your specific issues without the usual marketing bollocks.
Remember, good SEO isn’t about gaming the system – it’s about creating a website that actually helps your target audience. Everything else is just details.
Always non-wanky,
Nikki x
P.S. Don’t forget to take that 30 minutes to audit your NAP consistency this month. It’s a free, quick win that many businesses overlook, but it can make a real difference to your local search visibility.
