Erwin Verbeek

I stopped offering monthly SEO retainers. Now I do project-based pricing with quarterly strategy calls. Clients get more value. I get less admin. The old retainer model: client pays, hopes for work. The new model: deliver X, charge Y. Both sides win. #SEO #Agency

6/ No phase validation. They launched and walked away. You need: crawler validation → search console → analytics → iterate. 7 days minimum per phase. Migrations are marathons. #SEO #TechnicalSEO

5/ They used a wildcard redirect for everything. /*.html → /* Broken. Specific redirects for specific patterns. Wildcards create loops and lose equity.

A client lost 60% of traffic after a site migration. It was not the redirect strategy. It was not the indexation. Here is what actually killed their rankings (🧵):

Quick test: Check your top 10 pages. Do they all share a common topic cluster? Or are they random topics with decent backlinks? Topic clusters signal topical authority. Random pages signal link buying. What does your site signal? #SEO #ContentStrategy

Nobody talks about this SEO metric: Time to Rank. How fast does content typically reach position 1 for your target keyword? Some terms: 3 months. Others: 3 years. Your strategy depends on which one you are targeting. #SEO

The SEO tools are getting worse, not better. Every platform now shows different keyword difficulty for the same phrase. Ahrefs says 32. SEMrush says 58. Moz says 41. Pick one. Trust nothing. #SEO

I analyzed 50 ranking pages that lost positions last month. 87% shared one common issue: content that was thorough but not unique. Google is done with comprehensive. It wants distinctive. Your content needs a take. #SEO #ContentMarketing

6/ Update frequency signals freshness. Sites with recent publish dates (even minor updates) get preferred over older authoritative content. AI wants current answers. Your move. #SEO #AI #AIO

5/ The meta description matters. Not for SEO. For AI citation. Clear, factual summaries in meta descriptions are used as citation text directly. Write them for machines, not just humans.

I ran 200 queries across ChatGPT, Perplexity, and Claude to see what makes sites get cited. Here is what actually determines AI citation (🧵):

Unpopular opinion: SEO is becoming a commodity. Every agency offers "technical SEO, content strategy, link building." The differentiation is dead. The only edge left: vertical expertise and data access. Everything else is table stakes. #SEO #Marketing