# Paul Lovell > International SEO, PPC & Analytics Consultant — 15+ years auditing, fixing, and reporting on organic performance for multimillion-dollar businesses. Founder of Always Evolving SEO and Built by SEO. Technical SEO, content strategy, PPC, and analytics consulting, delivered personally — no account managers, no juniors running the account. ## Services - [Technical SEO](https://www.paullovell.uk/services/technical-seo): Site health, Core Web Vitals, crawlability, structured data and migrations — fixed at the root, not patched at the surface with a generic titles-and-meta-tags checklist. - [Content Strategy](https://www.paullovell.uk/services/content-strategy): Topic architecture and content that ranks and reads like it was written by a practitioner. - [PPC](https://www.paullovell.uk/services/ppc): Campaign structure and budget audits that find the spend that isn't earning its keep. - [Analytics](https://www.paullovell.uk/services/analytics): GA4 and attribution set up so the numbers you report are numbers you can trust. ## Blog - [Subdomains vs Subfolders for SEO — Which Should You Use?](https://www.paullovell.uk/blog/subdomains-vs-subfolders-seo): Google says it treats subdomains and subfolders the same. Crawl data from real migrations says otherwise. Here's a practical decision matrix for which to use. - [JavaScript Hydration & SEO: Why 'Rendered HTML' Still Fails Search Engines](https://www.paullovell.uk/blog/javascript-hydration-seo): "Google renders JS, so it's fine" misses two things: two-wave indexing, and AI crawlers that don't render JS at all. Here's where hydration actually breaks. - [React Server Components vs. Traditional SSR: The Technical SEO Comparison](https://www.paullovell.uk/blog/react-server-components-vs-ssr): Traditional SSR solves the blank-page problem but still ships a full JS bundle to hydrate. RSC changes that calculation — here's what actually improves. - [Dynamic Rendering in 2026: Why Client-Side-Only Rendering Is a Liability for Search](https://www.paullovell.uk/blog/dynamic-rendering-ai-crawlers): Prerendering for Googlebot used to be a viable patch for client-side apps. It doesn't cover the crawlers that matter most now. - [Optimising INP for Heavy JavaScript Frameworks](https://www.paullovell.uk/blog/inp-optimization-javascript-frameworks): INP measures total interaction time, not just when the browser started responding. On heavy JS frameworks, hydration is usually the hidden cost. - [How to Host Shopify or Zendesk in a Subfolder Using Cloudflare Workers](https://www.paullovell.uk/blog/shopify-zendesk-subfolder-cloudflare-workers): "Our tech stack won't allow a subfolder" is usually solvable with a reverse proxy at the edge, not a platform change. - [The Subdomain-to-Subfolder Migration Blueprint](https://www.paullovell.uk/blog/subdomain-to-subfolder-migration-blueprint): The structure change is the easy part. The redirects, canonicals, and GSC property setup are where migrations actually go wrong. - [International SEO Architecture: Subfolders vs. Subdomains vs. ccTLDs](https://www.paullovell.uk/blog/international-seo-subfolders-subdomains-cctlds): International expansion is one of the few legitimate reasons to reach for a subdomain or ccTLD instead of a subfolder. Here's how to actually choose. - [Extracting Googlebot Insights From Server Log Files](https://www.paullovell.uk/blog/log-file-auditing-for-seo): GSC gives you aggregates. Log files are the only record of what actually happened, request by request. - [Debugging Crawl Budget Allocation on Large Sites](https://www.paullovell.uk/blog/debugging-crawl-budget-at-scale): Crawl budget is capacity times demand. On large sites, most of the waste comes from a handful of repeatable structural mistakes. - [Google Indexing API vs. IndexNow: A Practical Comparison](https://www.paullovell.uk/blog/google-indexing-api-vs-indexnow): Passive sitemaps aren't enough for high-velocity publishing. Here's how the two push-based indexing protocols actually differ. - [Monitoring AI Crawler Logs: SearchGPT, ClaudeBot, and Perplexity](https://www.paullovell.uk/blog/monitoring-ai-crawler-logs): A growing share of discovery is shifting to AI answer engines. Your log files already show whether they can see your site at all. - [Schema Markup for SEO: The Complete Practitioner's Guide](https://www.paullovell.uk/blog/schema-markup-complete-guide): Rich snippets get the attention, but entity disambiguation is the bigger reason schema markup matters — especially as AI Overviews take a growing share of search. - [JSON-LD vs Microdata vs RDFa: Which Should You Actually Use?](https://www.paullovell.uk/blog/json-ld-vs-microdata-vs-rdfa): All three formats validate identically. The real difference is which one survives your next template redesign without silently breaking. - [Does Schema Markup Help with Google AI Overviews?](https://www.paullovell.uk/blog/does-schema-markup-help-ai-overviews): Schema markup doesn't earn a citation on its own — it removes friction in the retrieval process that decides which pages are confident enough to cite. - [Organization Schema: The Full Property Guide](https://www.paullovell.uk/blog/organization-schema-property-guide): Organization schema is the entity everything else on your site references. Get it right once, and every other type inherits a stable identity to point back to. - [Person Schema: The Full Property Guide](https://www.paullovell.uk/blog/person-schema-property-guide): A byline is just a text string until Person schema connects it to a verifiable identity a search engine or AI system can independently check. - [Article Schema: What to Include (and What Google Actually Uses)](https://www.paullovell.uk/blog/article-schema-what-google-actually-uses): Schema.org's Article type defines dozens of properties. Google's own rich-result documentation checks a much shorter list. Here's the difference that matters. - [FAQ Schema in 2026: Is It Still Worth Implementing?](https://www.paullovell.uk/blog/faq-schema-2026-still-worth-it): The FAQ rich-result dropdown is gone for most sites since 2023. A lot of guidance hasn't caught up — here's what FAQ schema actually does now. - [HowTo Schema: Does It Still Do Anything?](https://www.paullovell.uk/blog/howto-schema-does-it-still-work): The step-by-step SERP card most guides still promise is gone for most sites since 2023. Here's what HowTo schema actually does now. - [Structured Data Testing Tools Compared](https://www.paullovell.uk/blog/structured-data-testing-tools-compared): Rich-result eligibility and schema.org compliance are two different questions. Most testing sessions bounce between two or three tools, not one. - [Schema Markup for JS-Rendered Sites (React/Next.js)](https://www.paullovell.uk/blog/schema-markup-js-rendered-sites): A schema markup validator can show valid output while the JSON-LD never reaches what a crawler actually processes. Here's why, and how to fix it. - [Common Schema Markup Mistakes That Break Rich Results](https://www.paullovell.uk/blog/common-schema-markup-mistakes): Most schema problems aren't invalid syntax — a validator catches that instantly. The mistakes that actually cost you are structural and semantic. - [Structured Data for B2B Websites](https://www.paullovell.uk/blog/structured-data-for-b2b-websites): B2B structured data is genuinely underserved. Here's the priority order — starting with Organization and Person, not Product and Review. - [How Long Does It Take to See Results After Adding Schema Markup?](https://www.paullovell.uk/blog/how-long-to-see-results-schema-markup): Conflating three different timelines — recrawl, rich-result visibility, and entity disambiguation — is where most schema frustration comes from. - [Schema Markup Migration Checklist (Site Redesign / CMS Migration)](https://www.paullovell.uk/blog/schema-markup-migration-checklist): Schema has no visible fallback — a template rebuild can silently drop or disconnect JSON-LD without a single visible rendering issue. - [Edge Schema Injection via Cloudflare Workers](https://www.paullovell.uk/blog/edge-schema-injection-cloudflare-workers): Deploying schema through a legacy CMS often means a developer ticket queue. Injecting it at the edge skips that entirely. - [Entity Disambiguation for Technical SEO: sameAs and Graph Connections](https://www.paullovell.uk/blog/entity-disambiguation-technical-seo): Search engines evaluate connected entities now, not keyword strings. Disambiguation is how you tell them precisely which entity you mean. - [E-Commerce Schema Edge Cases: Variants, Regional Pricing, and Stock](https://www.paullovell.uk/blog/ecommerce-schema-edge-cases): Basic Product schema works until variants, currencies, and stock status enter the picture. Here's the pattern that avoids the validation errors. - [GA4 Cross-Host Tracking Without Data Fragmentation](https://www.paullovell.uk/blog/ga4-cross-host-tracking): A single user journey across a subdomain or third-party checkout can silently split into separate sessions if domain measurement isn't configured. - [Google Consent Mode v2 and Cookie-Domain Mapping Across Subdomains](https://www.paullovell.uk/blog/consent-mode-v2-cookie-domain-mapping): Consent granted on the root domain needs to hold on every subdomain a user visits next — that only happens with correct cookie-domain configuration. - [Attributing Organic Pipeline Revenue in HubSpot](https://www.paullovell.uk/blog/hubspot-organic-pipeline-attribution): Ranking and traffic reports don't settle the ROI conversation anymore. Stakeholders want to see organic search connected to closed-won revenue. ## Writing - [How to set up Google Analytics annotations to show Google updates](https://searchenginewatch.com/2019/07/18/set-up-google-analytics-annotations/) — Search Engine Watch, 2019-07-18: A guide to using Google Analytics annotations to track the impact of Google algorithm updates on organic traffic. - [The evolution of Google's rel “no follow”](https://searchenginewatch.com/2019/10/29/evolution-of-rel-no-follow/) — Search Engine Watch, 2019-10-29: Breaking down Google's 2019 changes to the nofollow attribute, including the new sponsored and UGC link attributes. - [Interview with Marie Haynes: What you need to know about E-A-T](https://searchenginewatch.com/2019/10/09/interview-with-marie-haynes-e-a-t/) — Search Engine Watch, 2019-10-09: An interview with SEO expert Dr. Marie Haynes on E-A-T, what it means, and how to improve it under Google's Quality Rater Guidelines. ## Speaking - [Deploying Schema Markup via Google Tag Manager](https://edgeofthewebradio.com/marketing-concepts/paul-lovell/) — EDGE of the Web - [Digital Marketing News & Page Experience Update](https://edgeoftheweb.libsyn.com/news-from-357-with-paul-lovell) — EDGE of the Web - [Structured Data for eCommerce](https://www.youtube.com/watch?v=oo45SGhbAUk) — SEMrush Live Series - [Structured Data for Content Marketing](https://www.youtube.com/watch?v=XKTjixP5_h0) — SEMrush Live Series - [Advanced Structured Data for Medical Websites](https://www.youtube.com/watch?v=HPdgpR7BMwM) — SEMrush Live Series - [From Zero to Google Data Studio Hero](https://www.youtube.com/watch?v=KEYBrtk8r-8) — SEMrush Live Series - [eCommerce SEO Surgery #2](https://www.youtube.com/watch?v=xq2yuyPw4J8) — SEMrush Live Series - [eCommerce SEO Surgery #4](https://www.youtube.com/watch?v=4rF-KuNDezo) — SEMrush Live Series - [Structured Data for the Knowledge Panel](https://jasonbarnard.com/digital-marketing/webinars/webinars-as-guest/structured-data-for-the-knowledge-panel/) — SEMrush Live Series - [Driving More Traffic to eCommerce Sites](https://www.authoritas.com/tea-time-seo/) — Tea Time SEO ## About - [About](https://www.paullovell.uk/about): Background, clients, and Built by SEO. - [Contact](https://www.paullovell.uk/contact): Book a discovery call.