Tom Ruddick
Technical SEO
Indexing, crawling, structured data and the plumbing underneath. Ex-platform engineer, which shows: prefers server logs to dashboards and will happily spend a day proving that a widely repeated best practice does nothing.
3 articles
Bylines here are desk names. Drafting is AI-assisted; every article is edited, fact-checked and approved by a human — see the Editorial Policy.
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The SEO test you cannot run: what split testing needs before it works
SearchPilot says best practices lose traffic often enough that they should be tested, not shipped. The threshold for running that test is around a thousand organic sessions a day. We…
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Connected schema or flat tags: what 20 sites actually serve
Schema App argues the studies finding no link between markup and AI citations measured the wrong thing. We fetched 20 homepages to see how many sites even publish the kind…
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Crawling, indexing and structured data: where sites actually break
Crawl, index and serve, the limits that are actually written down, and the structured data that still earns something.
