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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How to write SEO requirements developers actually ship
A five-part SEO ticket, acceptance criteria QA can test without you, a simple priority score, and the release QA that confirms the change shipped.
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Automating SEO monitoring with AI agents
Which SEO checks to hand to an AI agent, from CrUX field data to indexing and infrastructure switchovers, and how to write alerts people trust.
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AI crawlers and fetchers and how to control each one
Which AI bots train models, build search indexes or fetch pages live, which ones skip robots.txt, how to verify them, and rules that do what you intend.
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What a slow server costs your SEO, from crawling to LCP
How server response time affects LCP and Googlebot's crawl rate, how to measure TTFB for users and bots, and the fixes that bring it down.
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How AI search picks its sources and what GEO changes
How Google's AI features, ChatGPT, Perplexity and Claude find and cite pages, which controls apply to each, and why GEO is mostly SEO plus access.
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How to tell whether your site has a crawl budget problem
Most sites never hit a crawl budget limit. How to tell if yours does, what changes how Google crawls, and the fixes that matter on large sites.
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SEO reporting that holds up and how to prove a change worked
What to put in front of leadership, how to read Search Console brand and click data, and how to show whether an SEO change actually caused a result.
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Field vs lab data, and why Lighthouse, CrUX and RUM disagree
Lighthouse, CrUX and your RUM tool measure different visits in different ways. What each one counts, why they differ, and which to trust for which job.
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