Notes from
the build.
Occasional writing on web development, performance, and the craft of shipping. No newsletter, no fluff.
What GEO Gets Wrong About Content
Most generative engine optimization advice circulating right now is not supported by actual research. Before you rewrite every H2 as a question or stuff FAQ schema onto every page, here is what the evidence actually says and what it does not.
Core Web Vitals: What Actually Moves the Numbers
Three metrics, real thresholds, and field data that actually affects rankings. Here is what Core Web Vitals are, which fixes genuinely move the numbers, and which optimizations are theater.
GEO: Getting Your Site Cited When Nobody Clicks Anymore
AI answers are eating search clicks. GEO is the practical craft of making your site the source those answers cite, and most of it is just honest structure.
Accessibility Is a Floor, Not a Feature
WCAG AA is not a premium add-on or a legal checkbox. It is the baseline of professional work, and it makes sites better for every single visitor.
The Case Against Page Builders for a Growing Business
Page builders are a fine way to get a site this weekend, and an expensive way to run one for five years. Where the costs actually hide.
Static First Is Still the Best Deal on the Web
Most business sites do not need a server rendering pages on demand. They need to be fast, cheap, and impossible to knock over. Static gets you all three.