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Field notes on semantic & AI search.

Practical, entity-first thinking on how modern search actually works, and how to win it durably.

Core Web Vitals: How to Measure and Fix LCP, INP & CLS

Core Web Vitals work is usually 20% measurement and 80% knowing which fix actually moves each metric. Here's what LCP, INP, and CLS measure, and the fixes with the highest leverage.

Mehroz ShafiqueApr 30, 202612 min read

Technical SEO

The Technical SEO Checklist: 30 Checks That Actually Matter

Most technical audits produce 200-row spreadsheets nobody acts on. This checklist cuts it to the 30 checks that actually move rankings, organized so you can run it in an afternoon.

Apr 22, 202612 min read

Technical SEO

Schema Markup: The Practical Guide to Structured Data for SEO

Most sites either skip structured data or spray markup that does nothing. This guide covers the schema types that earn their keep, correct JSON-LD patterns, validation, and the mistakes to avoid.

Jan 14, 202611 min read

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