My Blog (page 1 of 9)
Optimising for the surfaceless web
The web we built had surfaces. We could design them, decorate them, and fight for space upon them. That web is gone. There are no more surfaces - only systems.
The Hotmail effect
Once, a Hotmail address meant you didn’t know what you were doing. Now, it might mean you’re the only real thing left.
The death of a website
The call came in after midnight. Another site down. Same pattern. Same rot. Somebody’s killing the web, and nobody’s talking.
Marketing against the machine immune system
The future of marketing isn’t storytelling. It’s engineering trust into the systems that machines depend on.
If you want your blog to sell, stop selling
Stop trying to make every page a conversion engine. Accept that ads and content are different things. Be useful, be generous, be memorable.
A complete guide to HTTP caching
Despite being so fundamental, caching is one of the most misunderstood aspects of web performance.
You’re loading fonts wrong (and it’s crippling your performance)
Fonts are one of the most visible, most powerful parts of the web. And yet: almost everyone gets them wrong.
On propaganda, perception, and reputation hacking
For the last two decades, SEO has been a battle for position. In the age of agentic AI, it becomes a perception battle, fought with propaganda.
