There are only four sensible ways to build a website
Most teams don’t pick the wrong stack because they misunderstand the technology. They pick it because they misunderstand themselves.
Conjecture (page 2 of 9)
Clicks don’t count (and they never did)
Rankings, traffic, and prompt tracking all measure the interface, not the market. If you want visibility in AI search, start measuring competitiveness.
Speed is the first competency test
Speed isn’t just a technical metric. It’s one of the clearest places where the health of an organisation’s digital systems becomes measurable.
Raise the floor
CMSs, browsers, standards and platforms aren't immutable forces or constraints. They're shaped by people. And if you depend on them (you do), you can shape them too.
Stop trying to rank for keywords
Almost all SEO briefs and ambitions begin with a sentence like, "We want to rank for X". It sounds reasonable, but it's completely the wrong place to start.
A page is more than just a container for words
The latest SEO fad is the idea that websites need a machine-only version. Strip out the layout, remove the “noise”, and hand LLMs a simplified view of your content.
The middle is a graveyard
Why breadth, mere adequacy, and the “middle of the market” fail in an age of omniscient, agent-led decision-making.
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.