Editorial Guidelines
How content on this site is written, verified, and maintained.
Who writes this content
Every article on lawrencehitches.com is written by Lawrence Hitches - AI SEO Consultant and Chief of Staff at StudioHawk, Australia's largest dedicated SEO agency.
This is not a content farm. There is no writing team producing articles to fill a publishing calendar. Every piece reflects direct practitioner experience from managing 2,000+ SEO campaigns across a 115-person agency.
Editorial standards
Every article on this site is held to these standards:
- Written from direct experience. The strategies, workflows, and techniques described have been personally executed. Not theoretical, not summarised from other sources.
- Backed by real data. Where data is cited, it comes from StudioHawk's client campaigns (anonymised), Google Search Console, GA4 analytics, or published research with named sources. No modelled, estimated, or AI-hallucinated data.
- Grounded in search engine documentation. Technical claims are cross-referenced against Google's Search Central documentation, Quality Evaluator Guidelines, published patents, and official announcements.
- Updated regularly. SEO changes fast. Articles are checked against current information when published and again when refreshed. Publish and modified dates are visible on every article.
- Information gain over consensus. Unique perspectives, original data, and practitioner insights are prioritised over restating what every other SEO blog says.
How we use AI in our content process
We use ChatGPT, Gemini, Claude, and custom AI tools throughout our editorial workflow. We are transparent about this because we believe the tool matters less than the process.
- AI assists with drafting, editing, and structuring. No AI tool writes articles autonomously. Every article goes through human review for accuracy, tone, and completeness.
- Different tools for different tasks. Claude handles execution - connecting to our CMS, rewriting meta tags at scale, and building internal link graphs via MCP servers. ChatGPT is used for ideation and brainstorming. Gemini is used for cross-referencing Google's own documentation and search features. Custom scripts handle data extraction, performance monitoring, and automated audits.
- AI connects to our real data sources. Via MCP servers and API integrations, our AI tools pull actual performance data from Google Search Console, SEOtesting, and our CMS. This means analysis is based on real metrics, not training data.
- The human stays in control. The information gain - the unique angles, the practitioner perspective, the contrarian takes - comes from Lawrence. AI tools help scale that expertise. They do not replace it.
- Every claim is cross-checked. AI can hallucinate facts, invent statistics, and confidently state things that are wrong. We verify every factual claim, every data point, and every technical recommendation before publishing.
Our sources
Content on this site draws from:
- StudioHawk campaign data - anonymised performance data from 2,000+ SEO campaigns across ecommerce, enterprise, local, and international clients
- Google Search Central documentation - the primary source for how Google Search works
- Google's Quality Evaluator Guidelines - the framework Google uses to train quality raters
- Google patents and research papers - for understanding the systems behind search ranking
- Published industry research - from Ahrefs, Semrush, SEOtesting, and other data-driven sources, always cited
- Direct testing and observation - we run SEO tests via SEOtesting and report what we actually measure, not what we assume
Corrections and updates
If you find something inaccurate, outdated, or misleading on this site, let us know. We will review it promptly and update or correct the content. Every article shows its publish date and last modified date so you can assess currency.
SEO is a field where yesterday's best practice can become today's outdated advice. We take freshness seriously and run monthly content audits to identify articles that need updating.