Rendering & Indexation
How search engines process JavaScript, handle deferred content, and decide what reaches the index.
- Evergreen Googlebot / WRS
- SSR vs CSR indexation gaps
- DOM diffing and render parity
- URL Inspection API analysis
Search is an engineering problem.
I help companies build web experiences that are genuinely discoverable, through precise technical work at the intersection of search systems and modern web architecture.
0+
years in SEO
0+
engagements
0%
avg organic uplift
● About
SEO grew up. Most practitioners didn't.
Why I crossed from keyword research into rendering pipelines and crawl engineering, and what changed when I did.
I started where most SEOs do: keyword research, on-page fundamentals, link building. That foundation mattered. But I kept watching the real problems compound at a layer those tools couldn't reach.
JavaScript frameworks became the dominant way to build for the web. Googlebot's rendering pipeline became a genuine engineering concern. The gap between what a user sees and what a search engine indexes grew into a business-critical problem, and almost no one in SEO was equipped to diagnose it properly.
So I crossed that gap deliberately. I learned how the Web Rendering Service actually works, how crawl budgets are allocated, how Core Web Vitals are measured in field data versus lab conditions. Not to pass a certification, but because the problems required it.
Today I work at the intersection of search visibility and web engineering. I can diagnose why your Next.js app isn't being indexed, trace a CLS regression to a specific component, or redesign a URL taxonomy that's cannibalising itself, and explain it to both your CTO and your marketing director.
● Services
What I do, and how I approach it.
Each engagement starts with diagnosis, not templates. Tap a card to expand.
● Expertise
Technical depth across the full search stack.
Not a list of certifications. The actual layers of search engineering I work at, mapped to the problems they solve.
Crawl Engineering
Crawl budget allocation, crawl path design, and ensuring the right pages are discovered at the right frequency.
- Log file crawl analysis
- robots.txt architecture
- Crawl prioritisation systems
- Crawl trap identification
Structured Data
JSON-LD implementation, rich result eligibility, and entity-based schema strategies for modern content architectures.
- JSON-LD / Microdata
- Rich result eligibility
- Entity graph strategy
- Validation and monitoring
Web Performance
Field data versus lab data, render-blocking resources, loading strategies, and the performance-to-ranking relationship.
- CrUX / PageSpeed Insights
- Resource loading priorities
- Third-party script auditing
- Performance budget design
Site Architecture
URL taxonomy design, internal linking graph engineering, and faceted navigation systems that crawlers can process efficiently.
- URL structure and taxonomy
- Internal link equity flow
- Faceted nav canonicalisation
- Pagination strategies
JavaScript Framework SEO
Framework-specific SEO patterns, metadata management, hydration timing, and rendering strategy selection for modern stacks.
- Next.js App Router SEO
- Nuxt / Vue rendering
- SvelteKit / Astro patterns
- Hydration timing analysis
Technical Auditing
Combining crawler data, log analysis, Search Console signals, and rendering output into a single diagnostic picture.
- Multi-signal diagnosis
- Screaming Frog configuration
- Custom GSC data pulls
- Python-based SEO scripts
Local Search Visibility
GBP optimisation, local schema, citation architecture, and service-area targeting for competitive local search results.
- Google Business Profile
- Local pack optimisation
- NAP consistency systems
- Review strategy
Search Intent & IA
Matching page types to search intent at a structural level, not just keyword mapping, but information design informed by how queries behave.
- SERP feature analysis
- Intent-to-template mapping
- Content hierarchy design
- Search demand modelling
● Industries
Verticals I know from the inside out.
Search behaves very differently across compliance regimes, content models, and competitive intensity. Here's where I have direct, repeated experience.
iGaming
Online Casinos · Sports Betting · Gaming PlatformsiGaming platforms sit at the intersection of heavy JavaScript, strict regulatory environments, and some of the most competitive SERPs on the web. Player acquisition funnels are deeply search-dependent, but most operators run on platforms that render poorly, carry indexation debt, and have no coherent crawl strategy. I understand the compliance constraints, geo-targeting requirements, and responsible gambling content obligations that shape what can and cannot be done with SEO in this space.
- JavaScript-heavy platform rendering and indexation
- Multi-region and geo-targeted content architecture
- Responsible gambling compliance in search content
- Bonus and promotion page SEO without thin content signals
- Affiliate content ecosystem management
Mental Health
Therapy Platforms · Wellness Apps · Mental Health ProvidersMental health is a YMYL category. Google holds content in this space to the highest standards of expertise, authoritativeness, and trustworthiness. Providers who treat SEO casually in this sector lose visibility to competitors who understand the content quality and structured data requirements in depth. Local search is also critical here: most people finding a therapist begin with a location-specific query, and the local pack is where the decision is often made.
- YMYL content standards and EEAT signals
- Local SEO for individual practitioners and clinics
- Schema for healthcare providers and services
- Privacy-safe tracking setup for sensitive verticals
- Patient journey search intent mapping
SaaS
B2B SaaS · Developer Tools · Platform BusinessesSaaS companies almost universally build on modern JavaScript frameworks. That creates a specific class of technical SEO problems: metadata that depends on client-side execution, documentation that search engines cannot index cleanly, and product pages that render differently for bots than for authenticated users. On the content side, SaaS SEO requires precise intent mapping across the awareness-to-conversion funnel, from bottom-of-funnel comparison pages to top-of-funnel educational content that captures the right audience at the right stage.
- JavaScript framework rendering (Next.js, Nuxt, SvelteKit)
- Documentation site architecture and indexation
- Bottom-of-funnel comparison and alternative page strategy
- Core Web Vitals for SaaS application pages
- Trial and signup funnel search intent alignment
Healthcare
Clinical Practices · Hospitals · Health TechHealthcare SEO operates under the same YMYL constraints as mental health, with the added complexity of multi-location operations, clinical service taxonomies, and the tension between patient-facing content and medically accurate language. Multi-location healthcare groups frequently have inconsistent GBP profiles, unvalidated structured data across service pages, and citation infrastructure that actively undermines their local visibility. I have direct experience turning that around at scale.
- Multi-location local SEO and GBP management at scale
- MedicalClinic, MedicalProcedure and Physician schema
- NAP consistency across 80+ citation sources
- EEAT signals for clinical and health content
- Patient-centric search intent and content hierarchy
● Work
Selected case studies, with actual numbers.
Real engagements. Real numbers from CrUX, GSC, and analytics, not model outputs.
+312%
organic traffic
in 6 months
Enterprise eCommerce: Post-Migration Traffic Recovery
A 4,000-page South African retail brand migrated to a React SPA and lost 74% of organic traffic in 8 weeks. Googlebot was receiving empty HTML shells: every product page rendered entirely client-side with no fallback in the server response. The site looked fine to users. To crawlers, it was blank.
Full rendering audit using mobile-first Googlebot simulation via the URL Inspection API and log file analysis. Confirmed 94% of product pages returned empty body content. Implemented a phased Next.js SSR migration, dynamic rendering as a transition layer for high-priority segments, and rebuilt the sitemap pipeline for recovery indexation.
+312%
Organic traffic
3,847
Pages re-indexed
6 mo
Full recovery
94%
CSR pages fixed
Screaming Frog
GSC URL Inspection API
Next.js SSR
Splunk
6-month engagement
6.8s→1.9s
LCP field data
p75 mobile
B2B SaaS: Core Web Vitals Overhaul
A B2B SaaS was failing Core Web Vitals across 80% of URLs, average LCP 6.8s in field data. The marketing team blamed hosting. The problem was code: an unoptimised hero, render-blocking font loading, and a bundle sequence that deferred critical above-the-fold resources.
Traced LCP regression to three causes: a 1.8MB hero image without priority hints, a Google Fonts stylesheet blocking render for 480ms, and a JS bundle deferring LCP paint by 2.1s. 28% conversion rate improvement documented in the following quarter's A/B data.
6.8s → 1.9s
LCP field data
+28%
Conversion rate
100%
URLs passing CWV
Lighthouse CI
CrUX API
WebPageTest
Next.js Image
font-display: optional
10-week engagement
2,341
articles recovered
from indexation gap
Digital News Publisher: JavaScript Indexation Gap
A digital news publisher had 2,341 articles published with social traffic, but zero organic indexation. URL Inspection API and direct DOM comparison confirmed Googlebot was rendering an empty article body. The content existed in the DOM, but inside a Vue component using IntersectionObserver-triggered lazy loading. Content that never entered Googlebot's render viewport.
Fixed by implementing server-side article body rendering for above-the-fold content and removing the IntersectionObserver gate from the primary container. Remaining lazy-load logic preserved for secondary components. Within 8 weeks all 2,341 articles were indexed and ranking.
2,341
Articles indexed
+189%
GSC impressions
8 wk
Full coverage
Vue.js SSR
GSC Coverage
URL Inspection API
Nuxt
8-week engagement
+480%
direction requests
in 4 months
Healthcare Group: 14-Location Local Pack Strategy
A 14-location private healthcare group had inconsistent GBP profiles, no local schema on service pages, and NAP discrepancies across 80+ citation sources. None of the 14 locations appeared in the local 3-pack for primary service queries. A competitor with weaker clinical credentials outranked every location on proximity alone.
Full citation audit across 80+ directories, NAP normalisation via the GBP API, LocalBusiness and MedicalClinic schema across all service pages, and a GBP content/category strategy tailored per location. Within 4 months, 11 of 14 locations ranked in the local 3-pack for primary terms.
+480%
Direction requests
11/14
Locations in top 3
80+
Citations fixed
GBP API
LocalBusiness schema
MedicalClinic schema
Semrush Local
4-month engagement
● Insights
Thinking on search, the web, and what's next.
Long-form notes I write when a topic deserves more than a tweet.
Why Googlebot Still Struggles With Modern JavaScript: What To Do About It
Core Web Vitals in Production: What CrUX Field Data Tells You That Lighthouse Cannot
SEO Is Becoming an Engineering Discipline: Are Agencies Ready?
AI Overviews and Generative Search: What Actually Changes for Technical SEO Practitioners
Internal Linking as a Systems Problem: Modelling PageRank Flow Across Large Sites
The Third-Party Script Problem: How Analytics and Chat Tools Are Failing Your Core Web Vitals
Work with someone who understands the problem.
If your site has a technical SEO problem (slow crawls, indexation gaps, CWV failures, JavaScript rendering issues), I can diagnose it precisely and fix it properly.