Nick Swan

Building SEO tools at podcasting at @britstrapped.

[Nick Swan @nickswan]

Isabel got to ring the end of treatment bell today. Quite an emotional morning! @bloodwise_uk @CLIC_Sargent @LPTrustUK @GraceKellyTrust Massive thanks to all the doctors, nurses and charities that have helped our family through this.

[Nick Swan @nickswan]

BWT AI performance data is still more valuable IMO. Can potentially use that to infer query data from here...?

[Nick Swan @nickswan]

@aleyda Glad it's finally coming - now I just want the clicks and the API access to go with it 🙏

[Nick Swan @nickswan]

@glenngabe The missing click data is the one that stings - impressions without clicks tells you you're being shown, not whether it's worth anything 😕
But I guess it's the same as BWT at the moment?

[Nick Swan @nickswan]

We used to write support docs for the user who'd already decided to use the thing. Just the steps.

But AI search reads those docs now too, and it can't infer the "why" from a numbered list. If your docs only cover how, the AI only learns how - not what you're actually for.

A short "what this is for" intro fixes both at once.

ps I don't think we're the right tool for the last fan-out query! 😂

[Nick Swan @nickswan]

@lilyraynyc Ouch - nowhere near as useful as the BWT data then

[Nick Swan @nickswan]

@wilreynolds Really want them to offer this data via the Bing Webmaster Tools API!

[Nick Swan @nickswan]

@NickLeRoy As well as the "recommendation nobody agreed with" I'd ask how they'd prove or show it (or at least test it 😉)

[Nick Swan @nickswan]

@aleyda Been looking forward to this one after doing quite a big content clean-up

[Nick Swan @nickswan]

@Marie_Haynes Looking forward to seeing what it is :)

[Nick Swan @nickswan]

Jon Clark and Joe DeVita very kindly asked me onto the @Page2Podcast to talk about seo testing. We covered that, but went off on many tangents about AI agents, AI development, and other topics. Was a really fun chat.

[Page 2 Podcast @Page2Podcast]

“People don’t reverse SEO changes anymore. They iterate forward.”

Fantastic discussion with @seo_testing founder @nickswan about AI workflows, testing culture, MCP servers, and the future of SEO ops.

🎧 New Page 2 Podcast episode live.

https://t.co/YNPe77PrGU

#SEO #seotest

[Nick Swan @nickswan]

@michaelkoper A great way to get an injection of enthusiasm and motivation again for Nusii!

[Nick Swan @nickswan]

Claude doesn't appreciate my sense of humor when testing MCP server updates and changes 😂

[Nick Swan @nickswan]

After a two-week school holiday break, the SEOTesting podcast is back!

In this episode, we catch up on:
- Page Monitor early beta
- migrating code over and fixing missing things from the app
- 10 years of SanityCheck/SEOTesting

Listen here: https://t.co/P30d0l4Tt6

[Nick Swan @nickswan]

SEOTesting customers have been using our MCP Server for over a month now. It's been great to see how they are using it to access GSC data, the pre-defined reports we have within SEOTesting, and creating tests - all from within the same Claude chat.

One of the workflows I've been using is:

1. Run the content decay report

2. With the URL I want to work with - use our Labs tools to suggest content improvements. One of the benefits of using our Labs tools is that, behind the scenes, they request the page and convert it to markdown, so you'll know the LLM isn't hallucinating the content.

3. Manually make some of the changes suggested. It'd be nice to get this part automated :)

4. From within Claude, simply ask it to create the 8-week before/after time-based test.

The cool thing is it's a remote MCP server, so there's no fiddling around with local JSON config files and downloading code - simply plug in the MCP Server URL with your API key and off you go...

[Nick Swan @nickswan]

SEOTesting podcast episode 3 is live!
I ramble on about:
New community forum within the SEOTesting app itself.

Two new Labs tools:
- Tool to help you develop customer personas/ICPs
- Tool to evaluate your pages against these ICPs

Website logos added to AI summaries and within the app.

Listen here: https://t.co/fC5EIb05xe

[Nick Swan @nickswan]

@atmoio This is what happens when people who were in charge of FB and Instagram are now running product and growth at OpenAI and Anthropic

[Nick Swan @nickswan]

@aleyda @davepeiris Congrats to you both! 🥳

[Nick Swan @nickswan]

A new customer told me the main reason they wanted SEOTesting wasn't more dashboards. It was to show the board: 'we made these changes, and they created value - now give us more dev time.' That’s the real job of @seo_testing

[Nick Swan @nickswan]

It’s an exciting time to be a software engineer. Not too much coding going on - but lots of building and delivery. Enjoying work more recently than in the last 15 years!

[Lenny Rachitsky @lennysan]

Engineering job openings are at the highest levels we’ve seen in over 3 years

There are over 67,000 (!!!) eng openings at tech companies globally right now, with 26,000 just in the U.S. We don’t know if there would have been more open roles if not for AI or if AI is actually leading to more open roles, but since the start of this year, the increase in open eng roles is accelerating even more.

[Nick Swan @nickswan]

@kensavage I think anyone still working in SEO/GEO needs therapy 😂

[Nick Swan @nickswan]

I genuinely look forward to Google algorithm updates!