Notes from the work, not general advice
We write about whatever we are implementing: configuration, measurement, performance and the decisions that cost money. No intros about why marketing matters.
Technical SEO audit for e-commerce: crawl budget, faceted navigation and indexation traps
On stores with tens of thousands of URLs the problem is rarely missing content. The problem is that Googlebot spends most of its time on URLs that were never meant to be indexed.
Read onMigrating from WooCommerce or Shopify to a custom Next.js store: when it pays off and when it does not
A custom store is not a reward for growing. It moves cost from subscriptions and plugins onto a team and a maintenance commitment, and that trade only works for a specific business profile.
Ola RutkowskaCore Web Vitals in practice: what actually moves LCP, INP and CLS on a Next.js site
Scoring 96 in Lighthouse while Search Console shows red is a perfectly normal state of affairs. Lab data and field data measure two different things, and only one of them is worth optimising.
Marta ZawadzkaPerformance Max: taking back control of the campaign
Performance Max is not a black box. It is a campaign whose most important levers sit outside its own interface, in the product feed, the account structure and the exclusion lists.
Tomasz BieleckiServer-side tracking and Consent Mode v2: why ad platforms stopped seeing half your conversions
The gap between orders in your database and conversions in Google Ads is almost never one bug. It is ITP, content blockers, declined consent and a half-configured Consent Mode stacking on top of each other.
Tomasz BieleckiIt starts with an audit
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