Notes
Thoughts on technical SEO, international search, and e-commerce. Written to share what I know, so I do not forget it. There is a stage of life where a woman opens the fridge twice just to remind herself what she came for. I am that woman. (If you are a woman, 44+: solidarity. We are in this together.)
19 Apr 2026
Original Research
Analysis of 9,718 organic results across 293 fashion keywords. Mobile serves 92% more image thumbnails than desktop. Which intents, modifiers, and categories get visual treatment.
12 Apr 2026
Technical SEO
What drives image thumbnail display in Google Search. Covers max-image-preview, og:image best practices, the multi-image treatment, text result images, and a diagnostic sequence for finding where your page falls short.
1 Apr 2026
Google SERP Tests
Google appears to be testing brand-level personalisation in shopping results. Users can save favourite brands via an in-SERP widget, and those choices shape which products appear for generic queries.
30 Mar 2026
Google Shopping
Two rating systems, two data sources, two separate setups. Why the same product URL can show different stars in organic and Shopping.
29 Mar 2026
Ecommerce SEO
Which features need a Merchant Center feed, which use structured data, which Google controls automatically, and one eligibility rule that's widely misrepresented.
27 Mar 2026
Structured Data
What earns rich results, what to prioritise, sale price schema, the three-layer alignment problem, and the governance layer that keeps schema, feed, and page data consistent at scale.
27 Mar 2026
Structured Data
What breaks when SKUs land in the GTIN field, how to audit identifier coverage, and a product type reference for every edge case.
22 Mar 2026
Agentic Commerce
What agentic commerce actually means, how the shopping journey changes, which AI agents are live, and what they evaluate in your product data.
22 Mar 2026
Agentic Commerce
The practitioner's audit for making your product data discoverable by AI shopping agents — schema markup, GMC feeds, PDP content, and the alignment layer between them.
21 Mar 2026
Structured Data
For everyone who's wrapped a single-SKU candle in ProductGroup and wondered why nothing happened. Here's when to use each and what breaks when you confuse them.
20 Mar 2026
Technical SEO
Link equity dilution, the Reasonable Surfer model, anchor text uniformity, and a practical decision tree for when mega menus are worth the cost.
19 Mar 2026
Technical SEO
At 10M+ URLs, crawl budget isn't a theoretical risk — it's an active allocation decision. Log files, faceted nav, JS rendering, and the crawl vs. indexation distinction most guides miss.
16 Mar 2026
Personal
There is a feeling you get when a film you have been waiting for is finally about to start. That is what it felt like to open a new Bill Slawski post.
16 Mar 2026
International SEO
When hreflang and canonicals point in different directions, Google picks one and ignores the other. Here's what breaks, why it cascades, and how to find it.
10 Mar 2026
Technical SEO
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.
28 Feb 2026
International SEO
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.
15 Feb 2026
Google Search Console
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.