Insights & Archives

The Ledger.

Thinking on technical SEO strategy, algorithm changes, and the craft of engineering algorithmic dominance.

Why Writing for SEO is Actually Ruining Your Google Rankings.

The modern SEO workflow is completely broken. Why writing for a crawler instead of the internet destroys Information Gain, and how to unlearn everything you know about ranking.

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The Ledger.

Why Writing for SEO is Actually Ruining Your Google Rankings.

The Archives

The Architecture of Search: Log Files & Crawl Budgets

Why Information Gain is the Only Metric That Matters

Surviving the Core Update: A Forensic Analysis

Structuring Taxonomies for 100k+ Page Stores