Why This Book Matters
When James Dooley and Karl Hudson invited me to co-author Technical SEO: Are You Even an SEO if You Don’t Check Server Logs?, I knew this wouldn’t be another recycled SEO book.
This one goes beneath the surface.
It brings together 23 of the sharpest technical SEOs in the world, sharing what they’ve actually learned in the field. Real insights. No fluff. No recycled tactics. Just hard-earned clarity from the people who’ve been in the trenches.
What I Took from Writing It
This wasn’t just about contributing frameworks or tactics. It was about honoring the depth of the craft.
For me, it was a moment to reflect on:
- Years obsessing over the invisible layers of websites
- The countless hours reverse-engineering what Google really does
- The lessons learned (usually the hard way) building and scaling businesses through search
The Core Truth: Server Logs Don’t Lie
Most SEOs never look at server logs.
They stay focused on surface metrics: traffic, rankings, click-through rates.
But the breakthroughs live in the raw data.
Server logs show you what bots actually do – how they crawl, what they skip, where your site is leaking performance. They reveal the truth beneath the dashboard.
That’s why this book exists:
To challenge the norms.
To raise the standard.
To arm SEOs with real insight.
Who This Book Is For
If you’re content with “best practices,” you can probably skip this.
But if you’re the kind of operator who wants to see deeper.
To understand what actually drives results.
To build SEO systems that don’t break under pressure.
Then this book was written for you.
Let’s Raise the Standard
We didn’t write this to impress.
We wrote it to sharpen.
To move the conversation forward.
To equip those who want to lead with depth, not noise.
You can grab the book here: https://amzn.to/3Iwfz1k
If that’s you, I’d love to hear what you take from it.
– Bart
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