The Evolution of SERP Features: What’s Replaced the Ten Blue Links
From featured snippets to AI Mode, the search results page has quietly stopped being ten blue links. The zero-click data shows exactly…
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Notes on SEO, support, and building with AI.
Long-form, researched writing on how search and SEO are changing — grounded in what I see running support for an SEO plugin every day.
Search Console’s Insights Report: What It Actually Tells You
Insights isn't a smaller version of the Performance report. It's changed shape twice already, and now sits next to a very different…
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Sitemap Best Practices for Large WordPress Sites
Past 50,000 URLs, sitemap strategy stops being about hitting limits and starts being about what you're actually vouching for Google to index.
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WordPress Interactivity API: What It Means for Plugin Performance
WordPress's Interactivity API promised one shared runtime instead of a dozen bundled frameworks. Here's the actual state of it, two years in.
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Server-Side vs Client-Side Redirects: The Performance Difference That Matters
A server-side 301 and a JavaScript redirect look identical to a user but behave very differently to a crawler. The gap is…
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Mobile Usability Report Changes: What Search Console Dropped
Search Console quietly dropped its mobile usability report in December 2023. Nothing since has replaced the page-by-page errors it used to flag.
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Google Analytics 4 for SEO Decisions: The Reports That Actually Matter
Search Console and GA4 answer different questions about the same visitor, and forcing their numbers to agree is where SEO reporting usually…
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Duplicate Content and Content Syndication: What Actually Triggers a Penalty
There's no duplicate content penalty, Google has said so for years. The real risk in syndication is losing the canonical fight, not…
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E-E-A-T for YMYL Sites: What Actually Changes the Bar
E-E-A-T isn't a score Google checks on your page. It's rater language, and on YMYL topics the gap between the two matters…
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WordPress Custom Post Types and SEO: What Needs Manual Configuration
WordPress lets you register a custom post type in a dozen lines of code. None of those lines handle sitemaps, schema, or…
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