Published work
How to Ship a Static Site With Zero Build Step
A tutorial on shipping a static site with zero build step: when it's the right choice, how to structure it, and how to still get componentization and content.
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Generative Engine Optimization (GEO): The 2026 Guide
A complete, practical guide to Generative Engine Optimization (GEO): what it is, how AI answer engines choose sources, and how to get your brand cited in 2026.
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What Are Large Language Models (LLMs)? The Complete Guide
A complete, plain-English guide to large language models (LLMs): what they are, how they work — tokens, transformers, training, and inference — the major models in 2026, what they get wrong, how to prompt them, and how they are reshaping search.
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A Complete Guide to Web Performance
A complete guide to web performance: the metrics that matter, the biggest levers (images, fonts, JavaScript, caching), and how to build a performance budget.
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How to Design Empty States That Guide Users
A tutorial on designing empty states that guide rather than confuse: the three empty-state types, what each needs, and common mistakes that leave users stuck.
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Why Design Systems Fail (and How to Save Yours)
An opinion piece on why design systems fail in practice — lack of ownership and governance, not bad initial components — and how to recover a system that's.
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How to Choose Typography for a Digital Product
A tutorial on choosing typography for a digital product: legibility at UI sizes, weight range, pairing fonts, and building a type scale that holds up across.
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How to Create Accessible Color Contrast
A tutorial on meeting accessible color contrast standards: WCAG ratios explained, common failure points, and how to bake contrast into a design system.
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How to Design an Onboarding Flow That Converts
A tutorial on designing product onboarding flows that convert: reducing steps, showing value before asking for commitment.
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Building a Design System That Scales
A complete guide to building a design system that scales: token architecture, component documentation, governance, and how to avoid the common failure modes.
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How to Build a Color System With Design Tokens
A tutorial on building a color system with design tokens: scale construction, semantic naming, dark mode support, and accessible contrast by default.
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Why "Write for Humans" Is No Longer Enough
An opinion piece arguing that writing for humans is necessary but no longer sufficient — content also has to be structured for machine readers.
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How to Add JSON-LD Structured Data to Any Page
A tutorial on adding JSON-LD structured data to any page: which schema types matter most, how to nest them correctly, and how to validate before shipping.
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How to Build Internal Links That Actually Move Rankings
A tutorial on internal linking strategy: how link equity flows, anchor text, orphan pages, and building topic clusters that reinforce each other.
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How to Optimize Images for Speed and Search
A tutorial on image optimization for both page speed and search visibility: formats, compression, sizing, alt text, and lazy loading done correctly.
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How to Create an SEO-Friendly URL Structure
A tutorial on building an SEO-friendly URL structure: readable paths, folder logic, what to avoid, and how to handle changes without losing rankings.
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How to Set Up Google Search Console the Right Way
A tutorial on setting up Google Search Console correctly: property type, verification, sitemap submission, and the reports actually worth checking weekly.
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How to Write Meta Titles and Descriptions That Get Clicks
A tutorial on writing meta titles and descriptions that improve click-through rate: length limits, what actually gets clicked, and common mistakes.
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The Product Design Process, End to End
A complete walkthrough of the product design process end to end: discovery, research, structure, interface design, prototyping, and handoff.
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How to Do Keyword Research Without Expensive Tools
A tutorial on doing real keyword research using free tools: Google Search Console, autocomplete, People Also Ask, and competitor page titles.
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How to Structure an Article for Featured Snippets
A tutorial on structuring articles to win featured snippets: the paragraph, list, and table formats Google pulls into position zero, and how to write for each.
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Technical SEO for Modern Websites: A Complete Guide
A complete guide to technical SEO for modern websites: crawlability, indexing, structured data, Core Web Vitals, and the fundamentals that make content.
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Why We Deleted the Handoff
An opinion piece on why Troiana runs design and development as one team, and why the classic design-to-development handoff quietly wastes so much of a project.
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How to Add FAQ Schema That Wins Rich Results
A tutorial on writing and implementing FAQPage structured data correctly: format, common mistakes, and how it feeds both search rich results and AI citations.
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How to Build an llms.txt File for Your Site
A practical tutorial for building an llms.txt file: what it is, what belongs in it, and how to keep it accurate as your site grows.
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How to Get Your Brand Cited by ChatGPT, Claude, and Gemini
A step-by-step tutorial for getting your brand cited by ChatGPT, Claude, and Gemini: structure answers, add schema, and earn the trust signals AI engines.
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What Is Product Engineering? The Logic Under the Interface
Product engineering is full-stack building with product judgement — the data, logic, and systems under the interface, built by people who understand what the product is for. Here is how it differs from ordinary web development.
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What Makes a Website Fast, Accessible, and Built to Last
The difference between a site that feels effortless and one that fights back is craft, not luck. Here is what actually makes a website fast, accessible, and durable — and what quietly makes it slow.
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What Goes Into a Brand Identity (Beyond the Logo)
A brand identity is a system, not a logo. Here is what actually goes into one — the mark, type, colour, voice, and rules — and why the system matters more than any single asset.
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UI vs UX: What's the Difference, and Why You Need Both
UI is how an interface looks and behaves; UX is whether the whole experience works. Here is the honest difference between UI and UX design, where they overlap, and why a product needs both to be any good.
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What Is Generative Engine Optimization (GEO)?
Generative Engine Optimization (GEO) — also called AI Search Optimization — is the practice of structuring content so AI answer engines like ChatGPT, Perplexity, and Google AI Overviews cite it. Here is how GEO works and how it differs from SEO.
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What Is Product Design? The Discipline Behind the Screens
Product design is the whole experience — flows, states, and decisions — not just the interface. Here is what product design covers, how it differs from UI design, and why it holds up only when the people who draw it also ship it.
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GEO vs SEO: What Is the Difference, and Do You Still Need Both?
GEO (also called AI Search Optimization) optimises for citations in AI answers; SEO optimises for ranking in search results. Here is how generative engine optimization and search engine optimization differ — and why most brands need both.
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How to Get Your Brand Cited by ChatGPT and AI Search
A practical guide to getting cited by generative engines — AI Search Optimization (GEO): answer-first writing, structured data, llms.txt, entity consistency, and third-party corroboration.
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Why the Design-to-Development Handoff Breaks Products
The handoff between design and engineering is where products lose detail, intent, and time. Here is why it fails — and how one team that designs and builds removes the gap.
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Design Tokens Explained: One Source of Truth for Design and Code
Design tokens are named values — colour, type, spacing — shared between design and code. Here is what they are, why they matter, and how they keep a product consistent as it scales.
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Core Web Vitals: A Practical Guide for Product Teams
Core Web Vitals — LCP, INP, and CLS — are Google’s user-experience metrics for loading, interactivity, and visual stability. Here is what each measures and how to improve it.
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