Notes
Notes from search.
Short observations, opinions and lessons. Less polished than the guides, more direct. Usually written after something at work made me change my mind.
- Programmatic SEO is not a shortcutGenerating pages is easy. Making them worth indexing is the whole job. When programmatic SEO works and why it usually fails.
- AI search doesn't replace SEO fundamentals. It depends on them.Answer engines cite pages they could crawl, index and understand. The fundamentals are the entry requirement, not the past.
- Rankings aren't the goal. Business outcomes are.Rankings are an intermediate signal. Why I measure SEO against leads, revenue and pipeline instead.
- Why publishing more content isn't always the answerMore content on a disorganised site makes it worse. When volume helps, when it hurts, and what to do first.
- What technical SEO actually looks like at scalePast a few thousand URLs, technical SEO stops being fixes and becomes templates, rules, logs and release checks.
- The SEO advice I stopped followingWord counts, cadences, keyword density, DA, exact-match anchors: the common SEO rules I dropped and why.
- Most SEO teams don't have a traffic problem. They have an implementation problem.The audit is rarely the bottleneck. Shipping it is. Why I treat implementation as the real SEO work.
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