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Food truck founder, novelist, SCUBA diver, medievalist, opera singer - Belinda Anderton is
None of These
Google Renders JavaScript Just Fine (And That's the Problem)
Google's new JavaScript SEO documentation confirms what ecommerce sites have been learning the hard way: JavaScript rendering takes 9x longer than HTML, happens in a separate queue with no timing guarantees, and Shopify's default configuration creates thousands of duplicate URLs that waste your crawl budget.
Dec 169 min read
The Invisible Transaction: What Zero-Click Commerce Means for Your Data
There was a time when a click meant something. It was intent made visible, a measurable signal that someone had chosen to move closer to you. Marketers built careers on optimizing that moment. Analysts built dashboards around it. The entire apparatus of ecommerce measurement treated the click as the fundamental unit of customer behavior. The click is dying. And most ecommerce data teams haven't noticed yet. The Shift Nobody Measured Commerce is being absorbed into the surface
Nov 206 min read
The Head Tag Arms Race: Why Your Ecommerce Site Loads Like It's 1999
There's a special circle of hell reserved for ecommerce sites, and it's located in the <head> tag. Every vendor wants to be there. We're sacrificing site performance on the altar of attribution accuracy that doesn't actually exist. The head tag is valuable real estate. Stop letting every vendor set up camp there just because they asked nicely.
Your site performance is not a tragedy of the commons. It's your competitive advantage, if you're willing to defend it.
Nov 55 min read
Attribution Is Astrology for People Who Like Spreadsheets
Stop measuring. Start testing. The only way to know if something works is to turn it off and see what happens.
Jul 84 min read
The Attribution Crisis is Actually a Coordination Problem
Everyone in ecommerce is having a collective panic attack about attribution. Meta’s telling you one number, Google’s telling you another, your Shopify dashboard has a third opinion, and your CFO is wondering why you can’t just “figure it out” like it’s a simple arithmetic problem. The prevailing wisdom is that this is a data problem. iOS 14 broke everything. Cookie deprecation is making it worse. If we could just get better tracking, better pixels, better first-party data, we
Feb 47 min read
The Death of the Click: Go With The Flow
There was a time when a click meant something. It was intent made visible, a small but measurable signal that someone, somewhere, had chosen to move closer to you. Now the click has become background noise. Half accidental, half automated.
Jan 19, 20245 min read
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