Articles

SEO decisions, with the mechanism left in.

These notes are written to change a decision: what to fix, what to measure, what to publish, and what to stop pretending is a lever.

White hat vs black hat SEO

Classify tactics by dependency, disclosure, and downside instead of trusting a colour label.

Use Google's documentation as constraints and diagnostics, not as a checklist that guarantees rankings.

Diagnose the failing experience and its business cost before chasing a perfect score.

Copy small, truthful JSON-LD patterns and understand when markup is worth maintaining.

Replace the imaginary authority score with coverage, evidence, navigation, and earned recognition you can inspect.

Build a forecast from the bottleneck and observable stages instead of quoting a generic number of months.

Start with a real reason to cite the page, then choose distribution that preserves editorial independence.

Audit pages by job, evidence, performance, and overlap, then record one explicit action and owner.

Match the evidence and accountability a page needs to its subject and the consequence of getting it wrong.