@maxsoskind
About
Two disciplines, one job.
Hand-built WordPress: custom themes and plugins, ACF, Gutenberg blocks, no page builders and no bloat. Paired with the technical SEO and GEO that decides whether anyone ever finds the result. Schema, Core Web Vitals, crawlability, internal architecture, and the passage-level work that gets a page cited by ChatGPT, Gemini and Perplexity rather than merely ranked by Google.
Generative Engine Optimization takes most of the attention now. Search is splitting into two channels: the ranked list, and the answer an AI gives instead of a list. They reward different things. A page can rank well and still be invisible in the answer, and most sites are losing the second one without noticing.
The writing here covers what actually breaks in production, with the real diffs. When a core update took down a client's editor, the fix came from reading the compiled bundles, finding the line responsible, and publishing the full diagnosis instead of a workaround.
Broken blocks, a site that got slower after a redesign, or rankings that never turn into traffic: that is the work.
maxsoskind.org
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