Practical thinking on technical SEO, content, and the changing shape of search. From the details that break a crawl to the decisions that build a business.
270 field notes · Page 18 of 23
In January 2025, I started running two production sites side by side — same niche, same keyword targets, roughly the same content calendar — one built on Astro 4 (later upgraded to…
Read the field note ↗Google's crawler behavior in 2026 is fundamentally different from what it was in 2023. Googlebot now logs TTFB at the infrastructure level, and the Interaction to Next Paint signal…
Read the field note ↗In late November 2025, I was doing a routine log review for a mid-size SaaS documentation site I manage. We have about 340,000 sessions per month, a comfortable GA4 setup, and a…
Read the field note ↗Every few months a new wave of Schema.org posts floods technical SEO Twitter. Someone screenshots the release notes, lists every new type in a numbered list, and calls it a guide.…
Read the field note ↗We're eighteen months into treating Speculation Rules as a first-class SEO lever at my agency, and the picture is messy enough to be worth writing about honestly. Not the…
Read the field note ↗Written May 20, 2026 — based on production experiments running from Q3 2025 through April 2026.
Read the field note ↗I run Lighthouse on every site I audit. I always will. But somewhere around late 2024, I stopped treating its INP score as a diagnostic instrument and started treating it as a…
Read the field note ↗May 20, 2026. Google AI Mode has been out of Labs for the better part of a year now, and I am still watching SEOs treat it like a slightly smarter version of AI Overviews. That is…
Read the field note ↗I want to tell you about a number that confused me for six weeks. In late October 2025, one of my clients (a mid-size recipe and food content publisher) started seeing a persistent…
Read the field note ↗I've been doing search optimization professionally since 2014. Twelve years. I've watched featured snippets appear, watched AMP rise and deflate, watched Google's Knowledge Graph…
Read the field note ↗In March 2025, a B2B founder named Marcus Halvorsen hired me to fix his company blog. Rivela, his procurement automation SaaS, had a perfectly competent site sitting at around 3,400…
Read the field note ↗Most SEO advice assumes you're fighting for transactional or informational keywords with broad audiences. Documentation sits in a stranger place: you're targeting developers who…
Read the field note ↗Get a focused SEO audit or a consultation on your next technical decision. We’ll agree on the scope and fee before any work begins.
