Back in 2019, I started Pathtorch.The goal was simple: help website owners uncover the hidden technical issues holding their sites back.For years, that worked.Through technical audits, we helped businesses find opportunities, fix problems, and move f...

Hey —Over the last few years, one thing has become increasingly obvious to me:The internet is changing faster than most people want to admit.Not just SEO.The structure of the web itself.AI-generated content, changing search behavior, Reddit/forum dom...

Power factors - The on-page optimizations that really matter when thinking about better rankings on Google.A couple of weeks ago, I teased this concept, so here it is properly:These are the “POMO” (Position Of Most Opportunity) factors — the fast-mov...

Hey —One thing that feels increasingly clear lately:Publishing content is easier than it’s ever been.Between AI, better workflows, and more teams building content systems, getting pages live is no longer the real bottleneck.Which makes this more impo...

Hey —Something I’ve been noticing recently.A few years ago it felt like agencies were everywhere. Now it seems like more people are either going solo or working in smaller, more specialised setups.I was speaking to someone running an agency recently...

Technical SEO is still working—and I wanted to show how much impact it can have, even on smaller sites.Here’s the case study I promised. Grab a coffee—hopefully it gives you a bit of motivation to revisit any technical gaps on your site ☕How a Techn...

Hey,It’s been a while since I last sent something out (December, I think), so I figured I’d skip the fluff and just show you what I’m actually focused on in 2026.1) SaaS (built faster, but not blindly with AI)I’m spending a lot more time building sof...

At the start of every year, I do the same thing.I set up a handful of test sites — not to build a brand or chase revenue, but to monitor signals.Each year these sites are structured around a clear premise.Sometimes it’s about site architecture.Someti...

Hey,Over the last few weeks I’ve been sharing tips on tightening up your technical setup, improving performance, and avoiding those “slow leak” issues that stay invisible until they get expensive.A bunch of people replied asking for help implementing...

I wanted to share something I’ve been seeing more often in tech audits recently—something many teams don’t realize is affecting their performance.Server stability under stress is becoming a bigger issue than people expect.Not the biggest SEO problem...