News: our 2026 benchmark data is free to download
Sample benchmark data from our 2026 content benchmark is now free to download under an open licence, with a data dictionary and method notes.
Larkspur Ledger
Recently published
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A first topic cluster, step 3: link the cluster
The links are what make posts a topic cluster. Which links each post needs, what words to use for them, and how to check them.
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AI referral traffic: finding AI visits in analytics
Find the AI referral traffic that assistants send to your blog, group them in your analytics, and learn what the numbers can and cannot tell you.
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Search traffic in 2026: what our client charts show
How search traffic moved for the blogs we look after this year, where the clicks came from, and the three charts we now send every client each month.
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A first topic cluster, step 2: plan the posts
Turn one subject into a topic cluster plan a small team can write. One long main post, six short ones, and a brief for each.
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A first topic cluster, step 1: pick one subject
The first step of a topic cluster is the hardest. How to pick one subject your readers ask about and your team can cover well.
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How AI search chooses the pages it quotes
What we learned about how AI search picks the pages it quotes, and the writing habits that make a blog post easy to cite and hard to ignore.
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Podcast episode one: put the answer first for AI search
Episode one of The Ledger, out loud. Priya and Maren explain why you should put the answer first, so AI search tools can find, trust and quote it.
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The content brief template we use for every post
The content brief template Larkspur Studio fills in before any post is written, section by section, with a finished example you can copy.
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Video notes: debugging INP with field data
Our notes on debugging INP on a blog. Read the field data, split a slow tap into its three phases, and find the cause in Chrome DevTools.
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Structured data for blog posts, step by step
What structured data tells search engines about a blog post, which fields matter, and how to add it and test it without breaking anything.
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The 2026 content benchmark data, free to download
Download sample rows of our 2026 content benchmark data as a CSV file, with a data dictionary, our method, the licence and how to cite it.
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The 2026 content benchmark: what 140 blogs show
Our content benchmark read 140 small business blogs in 2026. What they publish, what they skip, and the habits that set the strongest blogs apart.
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How to set up Google Search Console in 15 minutes
Add your blog to Google Search Console, prove you own it, submit a sitemap and check your pages are indexed, in six short steps.
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Core Web Vitals explained for content writers
What the Core Web Vitals measure, the scores that count as good, and the habits that keep a writer's posts fast without help from a developer.
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The 7 best free SEO tools for a small blog
Seven free SEO tools that cover search data, page speed, structured data, crawling and trends for a small blog, with the limit of each.
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A content refresh playbook for posts that slipped
A content refresh playbook for small teams. How to find the old posts that slipped, decide what each one needs, and update it without losing what it earned.
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How to write answer capsules AI search can quote
Answer capsules are short, plain answers under question headings that readers, featured snippets and AI search can lift whole. With examples.
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Google Search Console vs Bing Webmaster Tools
Google Search Console and Bing Webmaster Tools are both free. Here is where each one wins, and which a small blog should set up first.
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How to measure content ROI without a data team
A simple way for a small team to measure content ROI with the tools it already has, one spreadsheet and an honest count of hours and results.
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Hreflang for a two-language blog, step by step
How to use hreflang to tell search engines which language each version of a post is in, with the tags from our English and German posts.
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Quillmeter review: a readability checker for editors
Our Quillmeter review after six months of daily use. What the readability checker does well, where it falls short, and who should skip it.
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Planning a content calendar a small team can keep
How to plan a content calendar that a small team can actually keep, with a free template, a simple weekly rhythm and room for refreshing old posts.
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Fact check: word count is not a ranking factor
Does word count decide rankings? We checked the claim that Google ranks longer posts higher. Our verdict is false, and here is the evidence.
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Our editing checklist before a post goes live
The editing checklist Larkspur runs on every post before it goes live, from the first-line answer to the last link. Copy it and adapt it.
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XML sitemaps for blogs: what to include and leave out
What XML sitemaps for a blog should list, what to keep out of them, the size limits, and how to point search engines at the file.
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Writing headlines that earn the click, not the bait
Writing headlines that win clicks without tricks. Five patterns that work, how to measure them, and the bait to avoid.
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Internal linking for blogs: the complete guide
Internal linking for blogs: anchor text, clusters, click depth, orphan pages and a full audit, so readers and search engines find every page.
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How to write a meta description that earns the click
A meta description is the short pitch under your title in search results. Here is how to write one that makes a promise your page keeps.
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How to optimise content for AI search: the complete guide
How AI search tools find, read and cite pages, and what a small blog can do about it. Crawler rules, answer-first writing, sources and measuring.
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Search intent explained for content writers
Search intent is the goal behind a search. Learn to read it from the results page and write the page the searcher came for.
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How to choose SEO tools: a buyer's guide for small teams
How a small team should choose SEO tools. Start with free data, list the jobs you need done, then trial a paid tool for two weeks with a scorecard.
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SEO writing: how to write blog posts that rank
Our complete guide to SEO writing. Plan each post around one question, structure it for skimmers, and edit it until it earns its place in search.
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How to run a technical SEO audit: a complete guide
A step-by-step technical SEO audit for small sites. Check crawling, indexing, speed, structure and markup, then rank the fixes by impact and effort.
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Content strategy for small teams: the complete guide
A content strategy a team of two to five can keep. Set goals, pick topics, plan a steady pace, brief each post, then measure and refresh.
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Keyword research for a small blog: the complete guide
Keyword research for a small blog: find the phrases buyers search, judge volume and difficulty with care, and plan one post per goal.
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A free SEO writing course in seven lessons
A free SEO writing course for small teams. Seven short lessons, each with one exercise, take you from the search to a post ready to publish.
Numbers from 140 small business blogs, free to read.
Browse by topic
Content strategy
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News: our 2026 benchmark data is free to download
Sample benchmark data from our 2026 content benchmark is now free to download under an open licence, with a data dictionary and method notes.
-
A first topic cluster, step 3: link the cluster
The links are what make posts a topic cluster. Which links each post needs, what words to use for them, and how to check them.
-
Search traffic in 2026: what our client charts show
How search traffic moved for the blogs we look after this year, where the clicks came from, and the three charts we now send every client each month.
-
A first topic cluster, step 2: plan the posts
Turn one subject into a topic cluster plan a small team can write. One long main post, six short ones, and a brief for each.
AI search
-
AI referral traffic: finding AI visits in analytics
Find the AI referral traffic that assistants send to your blog, group them in your analytics, and learn what the numbers can and cannot tell you.
-
How AI search chooses the pages it quotes
What we learned about how AI search picks the pages it quotes, and the writing habits that make a blog post easy to cite and hard to ignore.
-
Podcast episode one: put the answer first for AI search
Episode one of The Ledger, out loud. Priya and Maren explain why you should put the answer first, so AI search tools can find, trust and quote it.
-
How to write answer capsules AI search can quote
Answer capsules are short, plain answers under question headings that readers, featured snippets and AI search can lift whole. With examples.
Technical SEO
-
Video notes: debugging INP with field data
Our notes on debugging INP on a blog. Read the field data, split a slow tap into its three phases, and find the cause in Chrome DevTools.
-
Structured data for blog posts, step by step
What structured data tells search engines about a blog post, which fields matter, and how to add it and test it without breaking anything.
-
Core Web Vitals explained for content writers
What the Core Web Vitals measure, the scores that count as good, and the habits that keep a writer's posts fast without help from a developer.
-
Hreflang for a two-language blog, step by step
How to use hreflang to tell search engines which language each version of a post is in, with the tags from our English and German posts.
SEO tools
-
How to set up Google Search Console in 15 minutes
Add your blog to Google Search Console, prove you own it, submit a sitemap and check your pages are indexed, in six short steps.
-
The 7 best free SEO tools for a small blog
Seven free SEO tools that cover search data, page speed, structured data, crawling and trends for a small blog, with the limit of each.
-
Google Search Console vs Bing Webmaster Tools
Google Search Console and Bing Webmaster Tools are both free. Here is where each one wins, and which a small blog should set up first.
-
Quillmeter review: a readability checker for editors
Our Quillmeter review after six months of daily use. What the readability checker does well, where it falls short, and who should skip it.
SEO writing
-
Fact check: word count is not a ranking factor
Does word count decide rankings? We checked the claim that Google ranks longer posts higher. Our verdict is false, and here is the evidence.
-
Our editing checklist before a post goes live
The editing checklist Larkspur runs on every post before it goes live, from the first-line answer to the last link. Copy it and adapt it.
-
Writing headlines that earn the click, not the bait
Writing headlines that win clicks without tricks. Five patterns that work, how to measure them, and the bait to avoid.
-
How to write a meta description that earns the click
A meta description is the short pitch under your title in search results. Here is how to write one that makes a promise your page keeps.
Videos
-
Video notes: debugging INP with field data
Our notes on debugging INP on a blog. Read the field data, split a slow tap into its three phases, and find the cause in Chrome DevTools.
-
Core Web Vitals explained for content writers
What the Core Web Vitals measure, the scores that count as good, and the habits that keep a writer's posts fast without help from a developer.
-
How to run a technical SEO audit: a complete guide
A step-by-step technical SEO audit for small sites. Check crawling, indexing, speed, structure and markup, then rank the fixes by impact and effort.
Podcast episodes
-
Podcast episode one: put the answer first for AI search
Episode one of The Ledger, out loud. Priya and Maren explain why you should put the answer first, so AI search tools can find, trust and quote it.