Blog
Technical, no-nonsense articles about the web, search and digital products.
Infrastructure
Featured
When to replace, what to keep, and why a full swap every five years costs more than a rolling renewal.
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Infrastructure
Sound before picture, one cable, nothing to install. What separates a room people use from a room people endure.
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SEO
Search no longer stops at Google's first page. Here is how a Swiss SME becomes citable by ChatGPT, Perplexity and AI overviews.
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Infrastructure
Custom is not always cheaper, but it almost always is at equal performance. Where the difference goes, and when the brand is still the right call.
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SEO
Four national languages, a fragmented market, and a long list of technical mistakes that quietly cost you rankings.
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Engineering
Three metrics, precise thresholds, and the concrete causes of slowness we find in nine audits out of ten.
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Product
The shortcuts you can safely take at the start, and the three decisions you must never postpone if you want to survive your first hundred customers.
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Product
The shared spreadsheet works, right up to the day it costs more than it returns. Here are the signals and the arithmetic.
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Paid search
A low CPC means nothing. What matters is what a customer costs, and that number only exists if your conversion tracking is honest.
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AI
Chatbots, agents, automation: three uses that produce measurable returns, and three promises that cost a lot for nothing.
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