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Practical writing on building, shipping and growing digital products.
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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.
Going headless solves a real set of problems and creates a different one. Most sites that decommission their theme did not need to. Here is how to tell whether yours is the exception, and what the decision costs on both sides.
Interaction to Next Paint punishes the thing your users actually notice: the pause between tapping something and seeing it respond. Field data shows the busiest sites on the web fail it most. Here is what causes it and the order to fix it in.
Both platforms can run a serious store. They fail in different places, and the failure modes are what should decide it — not feature tables. A comparison built around the six questions that actually change the answer.
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