Know the system.

Practical guides, checklists and playbooks. Find the reference you need, then put it to work.

Reference lives here and is revised in place. Dated updates and opinion live on the blog.

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Showing 9–16 of 53 entries

AIS-01Checklist

Which crawlers to allow, which to decide about deliberately, and how to confirm your robots rules say what you think they say.

Access controlCrawlersrobots.txt

Revised Jan 15, 20261 min read Read

DEV-03Article

Why HTML is a markup language rather than a programming language, how it structures every web page and the best ways to start learning it.

Revised Jan 14, 20266 min read Read

CNT-02Playbook

How to map a subject into a hub and its spokes so every article has a reason to exist and a place to link.

Content strategyEditorial planningHub and spoke

Revised Jan 8, 20261 min read Read

DEV-05Article

A plain-English guide to hypertext: what it is, how links connect pages across the web and where you meet it in everyday websites and apps.

Revised Dec 23, 20255 min read Read

WEB-17Article

How a clear, credible website helps an addiction treatment center reach people who need help now and makes the first call easier to make.

Revised Dec 23, 20255 min read Read

WEB-18Article

How the World Wide Web works and ten everyday ways people and businesses use it, from research and shopping to communication and learning.

Revised Dec 23, 20259 min read Read

WEB-19Article

What UI and UX design each cover, where they overlap and why both matter if you want a website that looks right and works for visitors.

Revised Dec 23, 20255 min read Read

MTA-01Playbook

How to set up a creative test that can actually lose, what to hold constant, and when to call it.

Conversions APICreative testingCross-channel strategyMeasurement

Revised Dec 17, 20251 min read Read

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Algorithm changes, platform news and working notes from client markets. Read it for what changed this month.

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