Notes on SEO at scale
Field notes on technical and programmatic SEO, indexation, and growing organic traffic on regulated, high-stakes surfaces.
Crawl budget is a distribution problem, not a quota
Treating crawl as a fixed allowance leads to the wrong fixes. What actually moves indexation at scale is how that crawl is distributed.
What “YMYL” actually changes about your content workflow
Beyond the E-E-A-T checklist: the operational decisions that hold up under regulatory scrutiny in fintech and trading.
Programmatic pages that don't get classified as spam
The line between scaled content and thin content is mostly an information-gain problem. Here is how to stay on the right side of it.
Indexation at two million URLs: a field guide
Discovery, rendering, and selection each fail differently at scale. A practical map of where pages get stuck and why.
The “power of one” approach to multi-property SEO
When a brand is tempted to spin up microsites, one disciplined property almost always wins. A short case for centralization.
Reading server logs like a search engine does
Analytics tells you what users did. Logs tell you what Googlebot did. For technical SEO, the second story matters more.
Working on a surface that’s hard to rank?
Open to select consulting, advisory, and speaking. Best way to reach me is email.