Resources
Practical writing from the people doing the work — what we have learned building, designing, optimizing and marketing digital products.
Resources
Stores lose years of SEO authority in days when redirects are rushed and metadata disappears. What the teams that migrate cleanly do differently: redirect mapping before anything moves, data validation, staged deployment, and the post-launch monitoring most projects skip.
Resources
Stay ahead with expert blogs.
Most redesign traffic losses are not caused by the design. They are caused by URLs that changed without redirects, content that was trimmed for tidiness, and internal links that never came back. A pre-launch process that prevents all three.
Portfolios are curated, references are pre-warmed and every agency says it is a partner. These are the questions that produce answers you cannot rehearse — and the ones whose answers should end the conversation.
Pew found that when an AI summary appears, users click a traditional result on 8% of visits instead of 15%. The response is not to abandon SEO — it is to change what you publish and how you measure it. Here is the practical version.
If your site converts at 2% and you run 20,000 visitors through a test, you can only reliably detect enormous wins. Most teams are not running bad tests — they are running tests their traffic can never resolve. Here is how to work out what yours can.
Most e-commerce SEO problems are not content problems. They are architecture problems — faceted navigation generating millions of URLs, variants competing with each other, and out-of-stock pages quietly disappearing. Here is how to find and fix them.
Across 13,474 US search campaigns the median cost per lead is $66.69, and it fell year on year for the first time in five years. If yours is going the other way, the cause is usually one of six things, and only one of them is competition.
Guides
Stay ahead with expert guides.
Most businesses do not have a maintenance problem, they have an ownership problem: nobody is accountable, so nothing is checked, and the first sign of trouble is a customer email. This runbook turns maintenance into a small number of named, scheduled, boring tasks across five categories — availability, security, performance, correctness and recoverability. It covers what should be monitoring without you, weekly, monthly, quarterly and annual routines, an incident runbook with severity levels, an ownership table and a one-page maintenance calendar.
Every other acquisition channel is rented; email is a list you own. The catch is that it only works if it lands, and mailbox providers now enforce what used to be best practice. This playbook starts with deliverability — authentication, subdomain warming, engagement-based sending and the complaint thresholds that decide whether you are delivered at all — then specifies the eight lifecycle flows in order of return, the segmentation worth its complexity, and a measurement model that survives inflated open rates. Includes a 90-day build order and a flow specification template.
Accessibility became a compliance question in 2025 and 2026. The European Accessibility Act has applied since 28 June 2025 to businesses selling to EU consumers wherever they are based, and the DOJ extended the ADA Title II web deadlines in April 2026 to 2027 and 2028 without suspending the underlying obligations. This kit explains what the standards actually require, the ten failures that appear on almost every site, why overlay widgets do not solve the problem, how to audit properly when automated tools find only a third of real issues, and how to remediate in priority order. Includes a 30-point checklist and guidance on publishing an accessibility statement.
Your website is not being targeted by a sophisticated adversary; it is being scanned continuously by tooling looking for known vulnerabilities, weak credentials and exposed configuration. That distinction decides where effort is worth spending. This checklist works through six layers — access and identity, software supply chain, hosting, application hardening, data and compliance, and monitoring and response — with a 40-point audit list, an incident runbook outline, and a three-item shortlist for teams with no security specialist.
Most Google Ads audits start with bids and end with a recommendation to increase budget. This one starts with whether the account is measuring anything real, because every recommendation downstream of a broken conversion signal is confident and wrong. Nine scored sections covering conversion tracking, structure, search terms, Performance Max and its 2026 controls, bidding, ads, landing pages, audiences and reporting — plus current benchmark medians from 13,474 US campaigns, an 18-point scorecard and a 90-day remediation plan.
Most B2B redesigns are judged on the wrong thing: the site looks better and, a year later, pipeline is where it was. Three failures account for nearly all of it — the project was scoped as a design exercise when the real problem was positioning, nobody protected the existing search traffic, and the site was designed for one buyer when the purchase is made by a committee. This playbook is structured to prevent all three, from the evidence-gathering week through positioning, architecture, the page system, asset protection, conversion design and a three-layer measurement model that survives a long sales cycle.
Nuggets
Stay ahead with expert nuggets.
Most sites are monitored by their customers. Five layers of monitoring — uptime, certificate expiry, form delivery, performance and error rate — cover the failures that actually cost money.
When an AI summary appeared, users clicked a traditional result on 8% of visits, against 15% when it did not. Sources cited inside the summary were clicked on about 1%. Here is the full set of numbers and what they imply.
Handoff friction is rarely about the design. It is about a file where components are called Group 47 and half the spacing is eyeballed. Five naming and structure habits that make a design file buildable.
Baymard's research puts the average checkout at 5.1 steps and 11.3 form fields, against a practical minimum of 8. Every field above that number is a decision someone has to make before you get paid.
Every year, competent teams launch sites carrying the staging robots.txt or a site-wide noindex tag. Both are invisible in the browser and both stop the site being indexed. Two checks, ten minutes after launch.
The demo store had no apps, five products and no tracking. Yours has fourteen apps injecting scripts into every page. The gap between the two is almost entirely third-party JavaScript.
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