On what's actually changing
How things actually behave, not how they're documented. Some of it starts on a client project — a directive that contradicts the docs, a log line nobody was reading. The rest starts when a vendor ships a change that quietly breaks what everyone relied on.
SEO Advice Gets Likes Today. The Damage Shows Up Later.
The SEO tactics that collect likes look like a win in week one. The traffic drop comes months later, and nobody connects it to the post.
You Built an App. You Needed a Website
Your content isn't in the raw HTML and changing a paragraph takes three weeks. Two symptoms, one cause: the site isn't broken – it's overbuilt.
Most SEO Audits Die in a Shared Drive
An audit gets delivered with 90 recommendations. Eight months later, 12 are done. Producing the list was never the hard part – closing it is.
Your Hreflang Is Correct. Google Still Ignores It
An invented language code fails silently and one locale stops being an alternate. Valid hreflang still loses when your country pages are identical.
Google Doesn't Want to Send Traffic. It Wants to Finish the Task
AI Mode compares, filters and shortlists before a single link appears. Zero-click took your informational traffic. This takes the part that converted.
Cloudflare Is About to Block Googlebot for Sites That Blocked AI Training
The 'Block AI bots' toggle you flipped last year starts blocking Googlebot too. Cloudflare now judges crawlers on every purpose – and the strictest rule wins.
Siri Removes the Last Reason to Visit a Website
This fall, Siri will answer informational questions right on the phone – no click, no referrer, no data. Most everyday searches will simply stop reaching your website.
Being Found by AI Isn't the Same as Being Known by It
Ask a model about your brand with search off. Silence means you're not in the training data – and no schema or fast server can fix it.
The technical SEO newsletter engineers and SEOs actually finish
One specific problem, taken apart, with a position on what to do about it — argued against the primary documentation and against what I see in audits. Then three stories from the last two weeks, picked and explained.
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