Notes
Thoughts on technical SEO, international search, and e-commerce — from the field.
Technical SEO
The robots.txt File Every Large Site Gets Wrong
Most robots.txt problems aren't from bad intentions — they're from good intentions applied at the wrong layer. Here's what breaks at scale and why it matters more than you think.
International SEO
Hreflang in 2025: The Mistakes That Keep Coming Back
After auditing hreflang implementations across dozens of enterprise sites, the same errors keep appearing. This is a frank look at what breaks, and why the spec is only half the problem.
Analytics
GSC Regex: Moving Past the Basics
Most SEOs use Google Search Console regex for a few simple filters and leave it at that. Here's how to go further — segmenting by intent, language, and URL structure — without breaking RE2.