The SEO Blog
Notes on search
Essays and field notes on technical SEO, web performance, and the quiet mechanics of ranking. Written from audits, not opinion.
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What a slow server really costs your SEO
Server response time quietly shapes crawling, Core Web Vitals, and revenue. What TTFB actually measures, what counts as slow, and how to bring it down.
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Generative engine optimization and how to show up in AI answers
How AI Overviews, ChatGPT, Claude and Perplexity pick their sources, what GEO really changes, and why classic SEO still carries most of the weight.
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Crawl budget myths, realities, and who should actually care
Most sites do not have a crawl budget problem. Learn who really does, what moves Googlebot's behavior, and how to measure it with server logs and GSC.
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SEO reporting metrics that matter (and the ones that just look busy)
Build SEO reports executives actually read: business outcomes over vanity metrics, brand vs non-brand splits, GSC caveats, and honest uncertainty.
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What actually works for pagination and infinite scroll now
rel=prev/next has been dead for years, yet the myths persist. Here is how to paginate, canonicalize, and build infinite scroll that Google can crawl.
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Which schema markup types actually matter
Most schema types do nothing visible. Learn which structured data still earns rich results in 2026, which types died, and how markup helps AI systems.
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What still trips sites up in mobile-first indexing
Mobile-first indexing finished years ago, yet sites still lose rankings to parity gaps, lazy-loading bugs, and interstitials. Here is what to check.
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Soft 404s and thin pages, the quiet index polluters
Soft 404s are pages that return 200 but mean 404. Learn how Google detects and reports them, where they come from, and the right fix for each source.
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