Resources

Measured,
not assumed

Explainers and articles that come out of client work rather than theory. Mostly about measuring what a site actually does, and what to change once you can see it.

Articles

Article 6 min read Why duplicate location pages keep triggering spam updates Ten location pages built from one template, city swapped in each time, fell out of search together the week a spam update reached them. What changed on each page, and what came back. Read the article

Article 7 min read Consent banners are eating your analytics One client site, one month, two counting methods: their consent-gated analytics saw 173 visitors and a cookieless setup saw 257. Where the missing third went, and how to measure without losing it. Read the article

Quick reference

Explainer Three steps How cookieless measurement actually works The entire identity mechanism behind BTOP Analytics, start to finish: what happens to a visitor’s IP address, why nothing is written to disk, and why that removes the need for a consent banner. See it on the page

Explainer Reporting What I look for in a monthly report The gaps I go hunting for against a client’s real numbers every month: pages that lose people, queries that nearly rank, and sources that are quietly growing. See it on the page