GTM, Consent Tools, and Core Web Vitals: How to Audit Third‑Party Script Cost
Audit third‑party script cost across GTM, consent tools, analytics, experimentation, and personalisation, without breaking measurement or business workflows.
Articles
Search Engine Optimisation
Search Engine Optimisation (SEO) is the practice of improving how a website is crawled, understood, indexed, and ranked by search engines. It now sits alongside Generative Engine Optimisation (GEO), where the same underlying signals also help AI‑mediated search experiences understand, trust, and surface content.
Below you will find a subset of articles from my blog specifically about Search Engine Optimisation and ‑ related ‑ technical SEO for JavaScript applications. This is an area I have worked with for many years, and it has been a regular subject in my writing. There are fifty‑two articles collected together for you below.
GTM, Consent Tools, and Core Web Vitals: How to Audit Third‑Party Script Cost. 
Gatsby to Next.js Migration Checklist. Gatsby to Next.js Migration Checklist
A practical Gatsby to Next.js migration checklist covering routes, data, rendering, plugins, images, redirects, preview, sitemaps, and SEO validation.
Contentful to Sanity Migration Checklist for Next.js Sites. Contentful to Sanity Migration Checklist for Next.js Sites
A practical Contentful to Sanity migration checklist for Next.js sites, covering schemas, references, preview, redirects, metadata, and SEO checks.
SEO Best Practices in Next.js: Improving Core Web Vitals. SEO Best Practices in Next.js: Improving Core Web Vitals
SEO best practices in Next.js, with a sharper focus on Core Web Vitals, stable layouts, lighter bundles, metadata, and real user measurement for search.
Google's Search Monopoly Was Built on a Deal. AI is Rewriting It. Google's Search Monopoly Was Built on a Deal. AI is Rewriting It
Google's old exchange was simple: crawl the web and send traffic back. AI search weakens that bargain by answering more journeys before the click.
Contentful to Sanity Migration Risks for Next.js Sites. Contentful to Sanity Migration Risks for Next.js Sites
Contentful to Sanity migration risks for Next.js sites, including models, references, rich text, preview, metadata, redirects, and launch checks.
The Web Just Invented a Toll Booth for AI. The Web Just Invented a Toll Booth for AI
Cloudflare Pay Per Crawl, AWS WAF AI Traffic Monetization and AI crawlers show crawler access becoming commercial infrastructure, not just bot control.
The Great AI Content Collapse: Why Cheap Content Makes Real Expertise More Valuable. The Great AI Content Collapse: Why Cheap Content Makes Real Expertise More Valuable
The AI content collapse makes cheap publishing less valuable, shifting durable content strategy towards proof, authorship, structure, trust, and expertise.
Technical GEO for Websites: Entities, Structured Data, and Crawl Paths. Technical GEO for Websites: Entities, Structured Data, and Crawl Paths
Technical GEO for websites, covering indexing, renderability, entity clarity, structured data, and crawl paths without inventing an AI‑only markup layer.
Schema for Service Pages Without Overclaiming. Schema for Service Pages Without Overclaiming
Model service page schema without overclaiming by matching visible content, Service data, OfferCatalog, breadcrumbs, FAQs, entities, and proof clearly.
How Service Pages Become Answerable in AI Search. How Service Pages Become Answerable in AI Search
How service pages become easier for AI search to retrieve and summarise through clear problems, visible proof, internal links, schema, and answers.
Traffic Dropped After a Replatform: The Technical Checks I Run First. Traffic Dropped After a Replatform: The Technical Checks I Run First
Diagnose traffic drops after a redesign, migration, or replatform by checking route parity, rendered HTML, redirects, canonicals, sitemaps, and schema.
E‑Commerce SEO Migration: Product and Category Pages in Next.js. E‑Commerce SEO Migration: Product and Category Pages in Next.js
How to migrate e‑commerce product and category pages to Next.js without losing SEO value, including URLs, filters, schema, canonicals, and redirects.
Should You Move a Shopify Storefront to Next.js? Should You Move a Shopify Storefront to Next.js?
Decide whether Shopify to Next.js is worth it by weighing storefront control, SEO, performance, checkout, apps, content workflow, cost, and risk.
What AEO is, and How It Fits with SEO and GEO. What AEO is, and How It Fits with SEO and GEO
AEO explained alongside SEO and GEO, covering answer engines, featured snippets, AI answers, content structure, measurement, and practical workflow.
Core Web Vitals Got Worse After a Redesign. Core Web Vitals Got Worse After a Redesign
How to isolate Core Web Vitals regressions after a redesign, covering LCP, INP, CLS, templates, scripts, images, fonts, data, and release evidence.
GEO vs. SEO: Where They Overlap, and Where They Don't. GEO vs. SEO: Where They Overlap, and Where They Don't
GEO and SEO overlap, but they are not interchangeable. This article breaks down where they meet, where they differ, and how websites need to adapt.
Headless CMS SEO Controls Checklist. Headless CMS SEO Controls Checklist
A headless CMS SEO checklist covering metadata, canonicals, schema, redirects, sitemaps, preview, internal links, image fields, and publishing controls.