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 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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Field data, lab data, and why your speed scores disagree
Lighthouse says 95, Search Console says failing, and both are right. How field and lab measurements differ, which one rankings use, and how to work with each.
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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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Redirects in practice with 301, 302, and everything between
Which redirect to use, when chains start costing you, and why a 410 is sometimes the honest answer. A practical guide to redirects that preserve signals.
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Taming the crawl chaos of faceted navigation
Faceted navigation can spawn millions of junk URLs from one category. Learn how to decide which facets deserve indexing and how to contain the rest.
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What E-E-A-T is, and what it is not
E-E-A-T is not a ranking factor you can toggle. Learn what it actually is, how Google approximates it in systems, and how to demonstrate it for real.
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