Personal audit: where AI output fails
Nine things that broke on three AI-built reference sites, ranked by severity, and the rules that stopped them repeating.
Also in Content strategy
Technical SEO
If search can't crawl it, nothing else matters.
Writing on crawlability, indexation, site architecture, rendering, and the infrastructure layer that determines whether content can be discovered and processed by search systems at all.
6 posts, newest
Start here
What technical SEO is for: clarity
Technical SEO answers three questions for crawlers and people: what a page is about, how it relates, and why it exists.
Read the articleKeep reading
More on technical SEO, newest first.
-
-
SEO strategy vs SEO systems
Strategy decides what to build; systems decide whether it holds together as the site grows. The two side by side.
Also in Content strategy
-
How I structured my old site for search
Every structural call behind the WordPress version of this site, written on day 10: pillars, URLs, redirects, breadcrumbs and speed.
Also in Content strategy
-
Repeatable SEO systems for site launches
One reusable SEO system for five enterprise launches: shared templates, the launch checklists, and why devs and PMs came first.
Also in Enterprise SEO
-
Technical SEO on complex websites
Why technical SEO stops being a checklist on large sites, and how to treat it as one system instead.
How I think about technical SEO
Crawl paths, indexation rules, rendering behavior, and internal links all interact, often in ways that aren't obvious until scale or change is introduced. I've watched sites lose thousands of indexed pages after a platform migration because nobody mapped the old URL patterns to the new ones. I've seen render-dependent content vanish from Google's index because the JavaScript that loaded it failed silently on Googlebot.
Technical SEO problems rarely announce themselves. They compound silently until something breaks visibly.
From the Technical SEO page on the old version of this site, first published January 2026.