SERP Axis
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No fluff, no curiosity-gap hooks, no ghostwritten link bait. Long-form playbooks from the operators doing the work — with data, code, and templates.

AllAI / EngineeringData & BIEngineeringGEOOperatingSEOStrategyTechnical SEO
FeaturedGEO·Apr 22, 2026

Generative Engine Optimization (GEO) in 2026: the complete playbook

How to engineer for ChatGPT, Perplexity, Gemini, Claude, and Google AI Overviews — without abandoning the SERP.

AM
Aman Mathur — Founder, SERP Axis
18 min read
SEOApr 4, 2026

Programmatic SEO without spam: the 12-step QA gate that survives Helpful Content Updates

Most programmatic SEO gets deindexed in 90 days. This is the engineering + content QA gate that's kept our clients' templates indexed through three Helpful Content Updates and the March 2024 core update.

Aman Mathur
22 min read
Technical SEOFeb 28, 2026

Core Web Vitals in 2026: the INP edition (and what actually moves rankings)

INP under 200ms, LCP under 2.5s, CLS under 0.1. The thresholds are simple. The engineering is not. The exact patterns we use to take a 4s LCP / 540ms INP site to 1.4s / 84ms in 6 weeks.

Aman Mathur
16 min read
Data & BIMar 22, 2026

Power BI anti-patterns: 7 silent bugs that cost you CFO trust

Bidirectional relationships everywhere. SUMX over fact tables without filtering. Auto-generated date hierarchies. The silent Power BI bugs that work for two months, then don't — with the DAX fixes that actually hold up under scrutiny.

Aman Mathur
20 min read
StrategyMar 14, 2026

The revenue model we attach to every audit (template + assumptions)

Most agencies sell SEO on traffic estimates. CFOs don't fund traffic. They fund revenue with a confidence interval. Here's the dollar-weighted opportunity model we attach to every audit, and the assumptions that survive board-level pushback.

Aman Mathur
14 min read
EngineeringApr 14, 2026

Headless CMS in 2026: Sanity vs Contentful vs Payload vs Strapi vs Storyblok

The headless CMS comparison that doesn't cherry-pick its examples. Real engineering, content modeling, and editor experience tradeoffs across Sanity, Contentful, Payload, Strapi, and Storyblok — based on production deployments in 2024–2026.

Aman Mathur
19 min read
AI / EngineeringMar 30, 2026

Production RAG: lessons from 30+ deployments (chunking, reranking, evals, cost)

RAG (Retrieval-Augmented Generation) sounds simple. Production deployments fail on chunking strategy, embedding model choice, retrieval ranking, and citation accuracy. The patterns that work, the patterns that don't, and the eval discipline that prevents regressions.

Aman Mathur
24 min read
EngineeringApr 2, 2026

Shopify performance: from 3.4s LCP to 1.4s in 6 weeks (the engineering playbook)

Slow Shopify stores cost ranking and AOV. The 'install a speed app' fix doesn't work. Here's the 6-week engineering playbook: app audit, theme architecture, image strategy, third-party tax, Liquid optimization, and CWV monitoring.

Aman Mathur
16 min read
EngineeringMar 28, 2026

Shipping vs. shipping fast: a senior engineer's three-variable heuristic

Move-fast culture optimized for one variable and pretended the other two didn't exist. Here's the three-variable model — velocity, reversibility, observability — and the DORA-aligned framework we use to calibrate it for any project.

Aman Mathur
12 min read
OperatingFeb 12, 2026

11 agency anti-patterns we refuse to participate in

Agency relationships break for predictable reasons. Eleven anti-patterns we've watched destroy budgets and trust — and the contract clauses that protect you from each one.

Aman Mathur
13 min read
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