{ "version": "1.0", "schema": "https://entitymap.org/spec/v1.0", "profile": "core", "publisher": { "name": "Simon Cox", "url": "https://www.simoncox.com", "sameAs": "https://www.linkedin.com/in/simonmcox/" }, "generated": "2026-05-29T10:13:56.120Z", "verificationStatus": "generator-draft", "entities": [ { "entityId": "e_001", "@type": "Person", "name": "Simon Cox", "description": "UK-based freelance Technical SEO consultant, web standards evangelist, and webmaster with over 30 years of experience in website management and SEO, based in Lingfield, England. Also a narrow gauge railway modeller and member of the Greenwich and District Narrow Gauge Railway Society.", "sameAs": [ "https://seocommunity.social/@simoncox", "https://www.linkedin.com/in/simonmcox/", "https://github.com/simoncox", "https://mastodon.social/@simoncox", "https://bsky.app/profile/simoncox.com", "https://www.wix.com/seo/learn/experts/simon-cox", "https://alistapart.com/author/simoncox/", "https://www.searchenginejournal.com/seo-101/seo-experts/" ], "relations": [ { "predicate": "AFFILIATED_WITH", "targetName": "Cox & Co Creative", "targetUri": "https://www.coxand.co.uk", "targetDescription": "Simon Cox’s Technical SEO consultancy offering services by the day or on contract." } ], "hasChunks": [ { "chunkId": "c_001", "text": "I am a Technical SEO (search engine optimisation) consultant, web standards evangelist, content management specialist, amateur bread baker, early member of the LondonEErs ExpressionEngine Group and a founding member of the Croydon Creatives social group.", "sourceUrl": "https://www.simoncox.com/about/", "pageTitle": "About Simon Cox the technical SEO consultant based in the UK", "publisher": "Simon Cox", "retrieved": "2026-05-28T00:00:00Z", "contentType": "definition", "audienceType": "general" }, { "chunkId": "c_002", "text": "I have been practising Search Engine Optimisation since the late half of the 1990’s when Alta Vista took notice of meta keywords — this was before Google started up! How things have changed over the years! I do a lot more than just Tech SEO though and can be hired by the day or on a contract basis.", "sourceUrl": "https://www.simoncox.com/about/", "pageTitle": "About Simon Cox the technical SEO consultant based in the UK", "publisher": "Simon Cox", "retrieved": "2026-05-28T00:00:00Z", "contentType": "evidence", "audienceType": "general" } ] }, { "entityId": "e_002", "@type": "Concept", "name": "Technical SEO", "description": "The practice of optimising website technical infrastructure — including crawlability, indexing, redirects, schema markup, and site architecture — to improve search engine rankings and organic traffic.", "sameAs": "https://en.wikipedia.org/wiki/Search_engine_optimization", "relations": [ { "predicate": "COVERS", "targetId": "e_006", "targetName": "JSON-LD Schema Markup" }, { "predicate": "COVERS", "targetId": "e_005", "targetName": "Website Migration SEO" } ], "hasChunks": [ { "chunkId": "c_003", "text": "I mostly work on Technical SEO projects but am interested in all aspects of SEO and SEO testing. You will find a lot of my comments and perceived wisdom on Mastodon, Bluesky and at regular webinars.", "sourceUrl": "https://www.simoncox.com/seo/", "pageTitle": "Technical SEO Tips, Articles and Advice – Simon Cox", "publisher": "Simon Cox", "retrieved": "2026-05-28T00:00:00Z", "contentType": "definition", "audienceType": "general" }, { "chunkId": "c_004", "text": "The thing is you don’t really know where all the backlinks to your site are. No-one has a complete database of the whole internet - it’s just too big.", "sourceUrl": "https://www.simoncox.com/post/2026-02-13-measuring-the-effectiveness-of-your-redirects/", "pageTitle": "Measuring the effectiveness of your redirects", "publisher": "Simon Cox", "retrieved": "2026-05-28T00:00:00Z", "contentType": "evidence", "audienceType": "technical" } ] }, { "entityId": "e_003", "@type": "SoftwareProduct", "name": "Simon’s Schema Analyser", "description": "A Chrome browser extension built by Simon Cox that analyses a web page’s JSON-LD schema usage, visualises schema type relationships using force-layout, circle, and tree diagrams, and suggests additional schema types based on page content.", "relations": [ { "predicate": "PRODUCED_BY", "targetId": "e_001", "targetName": "Simon Cox" }, { "predicate": "TARGETS", "targetId": "e_002", "targetName": "Technical SEO", "confidence": "inferred", "context": { "condition": "when used by a practitioner analysing page schema coverage as part of a technical SEO audit" } } ], "hasChunks": [ { "chunkId": "c_005", "text": "I built this extension to help me understand what Schema was being used on a page and what might be missing. This is still in beta but is available to test.", "sourceUrl": "https://www.simoncox.com/simons-schema/", "pageTitle": "Simon’s Schema Analyser Chrome Extension", "publisher": "Simon Cox", "retrieved": "2026-05-28T00:00:00Z", "contentType": "definition", "audienceType": "technical" }, { "chunkId": "c_006", "text": "The extension reviews the content of the page and will make suggestions for any Schema that is not present based on the content of the page. This should help you decide what is pertinent for the page’s schema.", "sourceUrl": "https://www.simoncox.com/simons-schema/", "pageTitle": "Simon’s Schema Analyser Chrome Extension", "publisher": "Simon Cox", "retrieved": "2026-05-28T00:00:00Z", "contentType": "procedure", "audienceType": "technical" } ] }, { "entityId": "e_004", "@type": "ProprietaryTerm", "name": "UTM Redirect Tracking", "maturityStatus": "proposed", "canonicalLabel": "redirect analytics", "description": "Simon Cox’s methodology for measuring 301 redirect effectiveness by appending UTM parameters (utm_source=redirect, utm_medium=301) to destination URLs, enabling analytics platforms such as Fathom to attribute which old URLs still receive human traffic.", "relations": [ { "predicate": "ACHIEVES", "targetName": "Redirect Effectiveness Measurement", "targetUri": "https://www.wikidata.org/wiki/Q14885", "targetDescription": "The ability to quantify how much human traffic arrives via old redirected URLs, and which redirect rules are actually firing.", "confidence": "inferred", "context": { "condition": "when UTM parameters are correctly appended to all redirect destination URLs and an analytics platform with campaign tracking is in use", "reviewedBy": "Simon Cox", "reviewDate": "2026-02-13" } } ], "hasChunks": [ { "chunkId": "c_007", "text": "I use Fathom analytics and it has a section in the dashboard for Campaign tracking. This is normally used for marketing campaigns where you want to track effects of adverts. Currently I have set the UTM tracking up as: source=redirect, medium=301, campaign=simoncox.com, content=last part of the old URL.", "sourceUrl": "https://www.simoncox.com/post/2026-02-13-measuring-the-effectiveness-of-your-redirects/", "pageTitle": "Measuring the effectiveness of your redirects", "publisher": "Simon Cox", "retrieved": "2026-05-28T00:00:00Z", "contentType": "procedure", "audienceType": "technical" }, { "chunkId": "c_008", "text": "So far since installing these UTMs I have not had that many hits on the redirects so they may not be as important as I considered, but I will leave it for a year or two before making any claims — and of course everything in SEO will have changed again.", "sourceUrl": "https://www.simoncox.com/post/2026-02-13-measuring-the-effectiveness-of-your-redirects/", "pageTitle": "Measuring the effectiveness of your redirects", "publisher": "Simon Cox", "retrieved": "2026-05-28T00:00:00Z", "contentType": "evidence", "audienceType": "technical" } ] }, { "entityId": "e_005", "@type": "Methodology", "name": "Website Migration SEO", "description": "The process of preserving search equity, incoming links, and user traffic during website migrations by comprehensively redirecting old URLs to their new equivalents, preventing ranking loss caused by broken links or unresolved pages.", "relations": [ { "predicate": "INCLUDES", "targetId": "e_004", "targetName": "UTM Redirect Tracking" }, { "predicate": "DEPENDS_ON", "targetName": "Google Search Console", "targetUri": "https://search.google.com/search-console", "targetDescription": "Google’s platform for monitoring site indexation and incoming link data, used to identify which old URLs require redirects." } ], "hasChunks": [ { "chunkId": "c_009", "text": "When I work on a site migration I like to redirect everything I possibly can find, very much in a ‘no one gets left behind’ sort of way. Most migration projects don’t do this, for a multitude of reasons.", "sourceUrl": "https://www.simoncox.com/post/2026-02-13-measuring-the-effectiveness-of-your-redirects/", "pageTitle": "Measuring the effectiveness of your redirects", "publisher": "Simon Cox", "retrieved": "2026-05-28T00:00:00Z", "contentType": "procedure", "audienceType": "technical" }, { "chunkId": "c_010", "text": "If you look in your Google Search Console at any page you can find where they found links to a page. Sometimes it can be a URL on your site that vanished many years ago and isn’t even in the Google index. This usually means there is a page out there somewhere on the web with a link to the old URL on it.", "sourceUrl": "https://www.simoncox.com/post/2026-02-13-measuring-the-effectiveness-of-your-redirects/", "pageTitle": "Measuring the effectiveness of your redirects", "publisher": "Simon Cox", "retrieved": "2026-05-28T00:00:00Z", "contentType": "evidence", "audienceType": "technical" } ] }, { "entityId": "e_006", "@type": "Concept", "name": "JSON-LD Schema Markup", "description": "A structured data format using JSON-LD syntax to embed machine-readable schema.org metadata in web pages, enabling search engines and AI systems to understand page content, entity types, and their relationships.", "sameAs": "https://en.wikipedia.org/wiki/JSON-LD", "relations": [ { "predicate": "DESCRIBED_BY", "targetId": "e_003", "targetName": "Simon’s Schema Analyser" } ], "hasChunks": [ { "chunkId": "c_011", "text": "I wanted a modular and automated way to add json schema to my personal website so built a set of templates and some simple logic to populate the schema.", "sourceUrl": "https://www.simoncox.com/seo/", "pageTitle": "Technical SEO Tips, Articles and Advice – Simon Cox", "publisher": "Simon Cox", "retrieved": "2026-05-28T00:00:00Z", "contentType": "procedure", "audienceType": "technical" }, { "chunkId": "c_012", "text": "For a long time Schema for web pages puzzled me. I had done a lot of research into it and whilst I grasped the fundamentals of why and how schema is formatted, actually making the decisions on what Schema to put on a page and website eluded me.", "sourceUrl": "https://www.simoncox.com/simons-schema/", "pageTitle": "Simon’s Schema Analyser Chrome Extension", "publisher": "Simon Cox", "retrieved": "2026-05-28T00:00:00Z", "contentType": "evidence", "audienceType": "technical" } ] }, { "entityId": "e_007", "@type": "Concept", "name": "Narrow Gauge Railway Modelling", "description": "The hobby of constructing and operating scale models of narrow-gauge railways. Simon Cox models in OO9 scale (4mm to the foot, 9mm gauge) and has built several exhibition layouts including Loxley Barton Falls (winner of the ExpoNG Cubic Challenge 2005), Withywindle Mill, and Whitesands Quay.", "sameAs": "https://en.wikipedia.org/wiki/Narrow_gauge_model_railways", "hasChunks": [ { "chunkId": "c_013", "text": "As something to do with my spare time I model narrow gauge railways at 4mm to the foot scale but to a narrow gauge. I have a few articles on this site about some of the progress I have made over the years - still plenty to do!", "sourceUrl": "https://www.simoncox.com/about/", "pageTitle": "About Simon Cox the technical SEO consultant based in the UK", "publisher": "Simon Cox", "retrieved": "2026-05-28T00:00:00Z", "contentType": "definition", "audienceType": "general" }, { "chunkId": "c_014", "text": "As a child I always enjoyed making models, initally a three rail Marklin train set, that I am sure my dad bought for himself as much as me, and many Airfix kits. Then a family holiday to a little corner of North Wales occured and there I found the Ffestiniog Railway. That is exactly where my love of narrow gauge modelling started.", "sourceUrl": "https://www.simoncox.com/narrow-gauge-modelling/", "pageTitle": "Narrow Gauge Model Railways", "publisher": "Simon Cox", "retrieved": "2026-05-28T00:00:00Z", "contentType": "evidence", "audienceType": "general" } ] } ] }