$ cat posts/why-established-website-seo-demands-a-different-playbook
┌─ 2026-10-07 ──────────────────────
Why Established Website SEO Demands a Different Playbook
When I started working with websites back in 2011, most of my clients were launching something new. A fresh domain, a blank CMS, and a lot of hope. Those projects were fun - you could shape the technical foundation from scratch, pick the right URL structure, and avoid the mess that older sites often carry. But over the past few years, my work has shifted almost entirely to established website seo. That shift changed how I think about optimisation entirely. An established si
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