After months of writing, the book is live. Technical SEO: Are You Even an SEO if You Don't Check Server Logs? is now available on Amazon.
The book is a contrarian take on technical SEO in 2026. Most of what gets called 'technical SEO' is surface-level: a Lighthouse score, a checklist of meta tags, a sitemap submission. Real technical SEO sits underneath that, in the server logs and the render path.
Inside, you'll find the operator-level workflows I use with clients. How to read server logs and find what Google actually sees. How to debug crawl budget on big sites. How to deploy schema that earns you SERP real estate. How to think about JavaScript SEO without losing your mind.
If you do SEO and you've never opened a server log, this book is for you. If you do SEO and you have, this book will sharpen what you already know.