Topics
Technical SEO, performance, analytics and email deliverability: how to make a site fast, measurable and findable, with no tricks.
Technical SEO
Indexing, sitemaps, canonicals, structured data, hreflang and lossless migrations.
Web performance
Core Web Vitals, caching, CDNs, modern images and fonts, lean JavaScript and real-user data.
Analytics & measurement
Privacy-friendly analytics, events, funnels, A/B tests, KPIs and measurement errors.
Email deliverability
SPF, DKIM, DMARC, sender reputation, newsletters, consent and bounces.
Featured articles
Crawl budget: when it really matters and how not to waste it
What crawl budget is, why it mainly concerns large or highly dynamic sites, and which technical waste uses up crawler visits without any real benefit.
Back/forward cache: instant pages with the Back and Forward buttons
How the browser's bfcache works, which coding habits block it and how to check that your site's pages are restored instantly when users go back.
A/B testing pitfalls: sample mismatch, novelty and peeking
Sample ratio mismatch, repeated peeking, novelty effects and after-the-fact segments: the practical errors that distort A/B tests and how to spot them.
BIMI: showing your brand logo in the inbox
What BIMI is, which DMARC requirements it imposes, how to prepare the SVG logo, what VMC and CMC certificates are for and what to really expect from providers.
IndexNow and engine notifications: reporting changes right away
How the IndexNow protocol works, how to set up the key, when it is worth using and what it cannot do compared with well-kept sitemaps and internal links.
The DevTools Performance panel: reading a profile step by step
How to record a profile in Chrome DevTools, read tracks, flame charts and long tasks, and get from a slowdown to the line of code responsible for it.
Attribution models: who gets the credit for a conversion
Last click, first click, linear, time decay and position-based: how attribution models work, what each one rewards and the limits they all share in practice.
DMARC from p=none to p=reject: a gradual, safe path
The stages for moving a DMARC policy from monitoring to rejection: source inventory, progressive quarantine, subdomains and checks after the switch.
Multilingual sites: subfolders, subdomains or country domains
Comparing subfolders, subdomains and country-code domains for a site in several languages, and why automatic redirects based on IP or browser are a risk.
Hydration and islands architecture: less JavaScript, faster pages
Why server-rendered pages that are fully hydrated still feel slow, and how partial hydration, islands and server components cut the work down.
Data layer: structuring it well and keeping it healthy
What a data layer is, why it separates the site from measurement tools, how to structure context and events, and how to stop it decaying over time.
Feedback loops and spam complaints: receiving reports and acting
How provider feedback loops work, the ARF format, the Feedback-ID header, and how to use spam complaints to unsubscribe people and fix the causes.