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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Which schema markup types still earn rich results
Which structured data types still produce Google rich results, which ones Google has retired, and what markup does and does not do for AI search.
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Faceted navigation and pagination on large listing pages
Which filter pages deserve indexing, how to contain the rest, and how to paginate listings and infinite scroll so Google still reaches deep products.
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Crawled but not indexed, soft 404s, and how to fix both
Google fetched the page and left it out. How to read Crawled, Discovered and Soft 404 statuses in Search Console, and which fix fits each pattern.
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Keyword cannibalization and when to merge, redirect or prune
How to tell real keyword cannibalization from healthy overlap, and how to decide whether to merge, canonicalize, differentiate, redirect or remove a page.
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Internal linking at scale, how to structure links on large sites
How to plan internal links on a large site, from template link layers and hubs to anchor text, orphan pages, click depth and related-link widgets.
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What INP measures and how to fix slow interactions
INP measures how fast a page responds to clicks, taps and key presses. How to find the slow interactions in real-user data and fix them.
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Hreflang and international URL structure, a practical guide
When you need hreflang, how to choose ccTLDs, subdomains or subfolders, and the code, markup and canonical errors that make Google ignore it.
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Site migration SEO checklist, from redirect map to post-launch
A phase-by-phase site migration checklist covering benchmarks, URL mapping, redirect rules, subdomain moves, launch-day checks and monitoring.
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