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Field notes, not thought leadership

What we learn diagnosing sites: the order to run checks in, what log files show that dashboards hide, and how to write a page an AI assistant will actually quote.

Technical SEO · Crawl Budget · 7 min read

Server logs tell you what Search Console will not

Search Console reports a sample of what happened to your pages. Log files record every request a crawler ever made. On a large site the gap between the two is where the budget is being wasted.

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September 5, 2026

AI Search · GEO · Content · 9 min read

How to structure a page so an AI assistant will quote it

Assistants do not rank pages, they assemble answers. The pages that get pulled into those answers share a handful of structural traits — most of which have nothing to do with keyword density.

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August 29, 2026

Technical SEO · Diagnostics · 8 min read

Indexed but not ranking: the triage order that actually works

A page sitting in the index with no impressions is a different problem from a page ranking on page three. Diagnose them in the wrong order and you rewrite content that was never the issue.

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August 18, 2026

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