Blog

Analysis from a production codebase audit. Each post leads with a number or an original finding rather than a summary of somebody else's post.

• Structured data2026-07-27 · 3 min

  42 schema types on one site: which ones actually did anything

  An honest accounting from a production audit. Four types produced a visible result. Thirty-eight did not, and are still worth shipping for reasons that do not show up in a SERP screenshot.

• Crawling2026-07-27 · 3 min

  Differentiated lastModified: why one build timestamp on 2,100 URLs is worse than none

  A sitemap claiming every page changed at 03:14 this morning is not a freshness signal. It is noise, and the trust you lose is not recoverable by fixing it later.

• Methodology2026-07-27 · 4 min

  Everything our own SEO still gets wrong

  Six specific failures on the site selling an SEO playbook, each with what it costs and how it would be fixed. Published because a claim of completeness is not checkable and a list of gaps is.

• AI search2026-07-27 · 3 min

  llms.txt and llms-full.txt: what to actually put in them

  The format, a complete example, the four blocks that do real work, and an honest account of what is measurable about any of it.

• Programmatic2026-07-27 · 4 min

  The one test that separates programmatic SEO from doorway pages

  Strip the entity name from the page. If nothing unique remains, do not publish the tier. Worked through three real page types, including one that fails.

• Crawling2026-07-27 · 3 min

  The robots.txt decision nobody is making deliberately

  Most sites ship whatever robots.txt their framework generated. Here is the crawler-by-crawler analysis, and why the AI-versus-search framing produces the wrong policy.