Latest · Paid Media
Server-Side Tracking: What It Recovers, and What It Costs
Browser privacy changes broke conversion tracking. Server-side forwarding recovers a real share of it: how much, how it works, what it does not fix.
Insights
Writing from the team doing the work
No recycled listicles. Practical analysis on the things we are actually building and measuring for clients.
AI & Search
Meta Tags and Social Previews: What Actually Shows Up
Which tags Google, Facebook, X, LinkedIn and WhatsApp really read, in what order, and why your link looks right on one platform and broken on another.
AI & Search
Structured Data: The Schema Types That Actually Do Something
Which Schema.org types earn rich results, how to connect them into a graph instead of isolated blocks, and the review markup that gets sites penalised.
AI & Search
llms.txt: The Complete Implementation Guide for 2026
What llms.txt is, exactly how to write one, and what it does and does not do. A practical implementation guide with a working template and honest limitations.
Conversion
Where E-Commerce Checkouts Lose Money
Most stores lose the majority of cart-adders before payment. The causes are few, specific and fixable — and cheaper to fix than buying replacement traffic.
Engineering
HTTP Security Headers: What Each One Actually Does
Six headers that block entire classes of attack, in priority order — what each one does, what breaks if you get it wrong, and the two you should stop sending.
AI & Search
GEO vs SEO: What Actually Changes When AI Answers the Question
Generative engine optimisation is not a rebrand of SEO. What differs, what carries over, and how to structure content that AI models will quote.
Social
Short-Form Video Is a Production Problem, Not a Creative One
Companies losing on TikTok and Reels usually have ideas. What they lack is the capacity to ship three a week. How batch production actually works.
Engineering
DNS Records Explained: The Ones That Matter and the Ones That Break Things
A, AAAA, MX, NS, TXT, CAA and SOA — what each does, the mistakes that take sites offline, and the TTL technique that makes migrations painless.
Strategy
International SEO: The hreflang Architecture That Actually Works
How to structure a multilingual site so each market ranks in its own language: URL architecture, hreflang rules, and the mistakes that break it.
Brand
The Brand Guidelines Nobody Uses
Companies pay for an identity, get a beautiful PDF, and six months later every channel looks like a different company. Why, and what to demand.
Engineering
SSL Certificates: Expiry, Chains and the Errors That Cost You Traffic
Why certificates fail, why a site can look fine on your laptop and broken on a customer's phone, and why paying for a certificate is usually pointless.
Engineering
SPF, DKIM and DMARC: Getting Email Authentication Right
Why your invoices land in spam, and how anyone can currently send email as your company. Configuring SPF, DKIM and DMARC without breaking mail.
Engineering
Redirects: 301 vs 302, Chains, and the Migration That Loses Your Rankings
When to use each status code, why redirect chains cost more in speed than in link equity, and the one migration mistake that reliably destroys organic traffic.
Engineering
What Core Web Vitals Actually Cost You in Revenue
A small ranking factor and a large conversion factor. What LCP, CLS and INP measure, what causes bad scores, and how to fix them in order.
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