Writing

Notes from the field.

Practical thinking on the modern web stack, technical SEO, automation, and the systems that let teams ship faster.

June 21, 2026·7 min read

The WordPress-to-Next.js Migration Playbook

A field-tested sequence for re-platforming a content site off WordPress without losing rankings, content, or your weekend.

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6 min read

Technical SEO That Actually Moves the Numbers

Most 'SEO' work is cosmetic. Here are the technical fundamentals that reliably move impressions, clicks, and conversions.

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5 min read

Building a CMS Your Team Will Actually Use

Off-the-shelf CMSes optimise for everyone, which means they fit no one. A focused custom CMS earns adoption by removing friction.

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