Scapex / Insights
Insights
Writing on search, grounded in data we actually pulled rather than received opinion. No listicles, no predictions, no posts that exist to hit a publishing quota.
Latest
We deleted the pages with the most search volume on our site
Fourteen location pages carrying 41,110 searches a month between them, retired in one afternoon — what they were, why volume was the wrong reason to keep them, and how to do it without losing anything.
The cheapest way to say it changes at the border
Eight cities measured in four country databases: whether “seo agency” or “seo company” is easier to rank for reverses between markets, by up to 19 difficulty points. Semrush, 27–28 September 2026.
Canada is harder than America, and other things volume will not tell you
Keyword difficulty and cost per click for agency search terms across the US, UK, UAE, Australia, Canada and Singapore, measured in Semrush on 25–27 September 2026. Difficulty does not follow volume across borders.
The word you choose can cost you 82 points of difficulty
Six pairs of US keywords measured in Semrush on 25–26 September 2026. Naming the deliverable instead of the discipline cut keyword difficulty by 33 to 82 points — and in every pair the easier term was worth more per click.
The spam trap that silently deleted our own leads
A post-mortem on our own contact form: a honeypot field Chrome auto-filled for real visitors, a success message they believed, and enquiries that went nowhere. How we found it, how we fixed it, and how to check your own form in ten minutes.
Where demand for agency services actually sits: six markets, measured
Original data: search demand for SEO, web development, Google Ads and CRO services measured across the US, UK, India, Australia, Canada and Singapore — and the three things the volume numbers cannot tell you.
SEO search demand in India, 2026: 485 keywords measured
Original data: 485 SEO and digital marketing keywords measured in Semrush’s India database. City demand, keyword difficulty, and why buyers are not searching AI-search jargon yet.
How to appear in Google AI Overviews
A practical checklist for getting your pages cited in AI Overviews — what triggers them, what gets selected, and the five changes that move the odds.
GEO vs AEO vs SEO: what the three actually mean
Three acronyms, three different jobs. What GEO, AEO and SEO each optimise for, where they overlap, and which one your business actually needs first.
Why technical buyers never find your manufacturing site
Why technical buyers never find Gujarat's manufacturers in search, what they actually type, and how to publish the specifications that win those queries.
Eleven questions to ask an SEO agency before you sign
The questions that separate a scoped SEO proposal from a template — and the answers that should end the conversation.
Start with the audit
Send a URL and get a written read of your technical health, your AI-answer visibility and the three things worth fixing first.