journal

Writing about what we build.

AI engineering, SEO breakdowns, case studies, and technical deep-dives. Written by the people doing the work — not by a content marketing agency.

6Articles

51 minTotal reading

4Topics covered

AIEngineeringMarketingOpinion

RAG without the hype: when it actually worksCore Web Vitals in 2026: what matters nowSEO that compounds: a content engine playbookShould you go headless on Shopify?When to hire a fractional CTOAI evals 101: how we measure what mattersRAG without the hype: when it actually worksCore Web Vitals in 2026: what matters nowSEO that compounds: a content engine playbookShould you go headless on Shopify?When to hire a fractional CTOAI evals 101: how we measure what matters

— featured article

— featured·AI

8 min read

RAG without the hype: when it actually works

Most RAG demos look great and break in production. Here's the eval-driven approach we use to ship retrieval systems that hold up.

Apr 2026Read article →

— all articles

Engineering6 min

Core Web Vitals in 2026: what matters now

INP replaced FID a year ago and the playbook still hasn't caught up. Here's how we tune for the new ranking signals.

Apr 2026

Marketing11 min

SEO that compounds: a content engine playbook

What separates content programs that pay off in month 18 from the ones that don't. The boring discipline behind compounding traffic.

Mar 2026

Engineering9 min

Should you go headless on Shopify?

When Hydrogen is the right answer, and when a clean Online Store 2.0 theme will out-ship it for half the cost.

Mar 2026

Opinion7 min

When to hire a fractional CTO

The signals that tell you it's time — and the ones that say you actually need to hire your first VP Eng instead.

Feb 2026

AI10 min

AI evals 101: how we measure what matters

An eval harness is the most underrated piece of an AI system. Here's how we build them — and how we keep them honest over time.

Feb 2026

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In short

Written by the people doing the work — engineers, designers and marketers here, never outsourced. Mostly practical: what we would decide differently, what a technology is actually for, and where the usual advice is wrong. Published when there is something worth saying.

Updated August 2026

— the writing

About the journal.

The people who did the work, edited for readability rather than rewritten. That is why the detail is specific — the eval harness, the migration that went sideways — and why there are fewer posts than a content calendar would produce.

When there is something worth saying. A post every fortnight that says nothing is worse for you and for us than one a month that is genuinely useful.

Yes, and the good ones usually come from questions clients ask twice. If you are wondering about something, it is likely a few hundred other people are too.