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Ten years of SEO. Here’s what still works.

On my own sites and for clients, on Google and now in AI. Once a week I send one email: what I tried, what worked, what didn’t, and what I’d do differently. The first one is my expired domain checklist.

For people who grow traffic from Google and AI, for their own sites or for clients, and turn it into money.

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About me

I’ve been doing SEO for 10 years, from every side of the table. I’ve launched hundreds of my own sites and worked on hundreds of client sites. I’ve done client SEO, consulted, built affiliate sites, and started agencies.

So when I write about something, I can usually tell you how it looks for the site owner, the agency, and the person doing the work.

Guides

All guides →
Old Web, New Tricks

The expired domain checklist

Past content
Backlinks and anchors
Ownership history
Google and trademarks
Free · 6 min read Old Web, New Tricks

My AI stack for SEO work

Research
Content briefs
Outreach
Site audits
Coming soon Old Web, New Tricks

Reviving a dead site, step by step

Rebuild the old pages
Fix redirects
First new content
What to watch weekly
Coming soon

Latest notes

All notes →

How I check an expired domain’s past before I buy it

Six checks, where I run them, and what makes me walk away.

Coming soon

The AI tools I actually kept in my SEO work

And the ones I dropped after a month, with the reason for each.

Coming soon

Which affiliate pages still earn on my sites

Reviews, comparisons and “best of” lists: what still gets clicks, and what Google stopped sending.

Coming soon

Internal links vs. new backlinks on two of my sites

Same niche, same month, two different levers.

Coming soon

My stack

Everything I use →

SEO data

A
AhrefsBacklinks, competitors, keyword research
D
DataForSEOSERPs and volumes through the API

AI

C
ClaudeResearch, briefs, code, and most of the boring parts
E
ElevenLabsVoiceovers for short videos

Sites and email

C
CloudflareDNS, caching, and domains
P
PostmarkSends this newsletter

Tools I’m building

All tools →
In the works

Expired domain checker

Runs the checklist from the guide on any domain: past content, anchors, ownership history.

In the works

Index checker

Which of your pages Google actually has, and which ones it dropped.

In the works

Revival tracker

Follows a revived site through its first 30 days, week by week.

Get the next note.

One email a week. What I tried, what worked, what didn’t.