Hello, I’m Not a Robot.
My name is Jamie Indigo.
I'm not a robot, but I speak bot. As a technical SEO, I study how search engines crawl, render, and index the web. I love to tame wild JavaScript and optimize rendering strategies for human-centric performance. When not working, I like horror movies, graphic novels, and terrorizing lawful good paladins in Dungeons & Dragons.
I'm also a rabble-rousing humanist in the spirit of world-wide-web inventor Tim Berners-Lee who believes the web only works if it worked for everyone. As he wrote, "We can re-empower individuals, and take the web back. It’s not too late." In that spirit, I've published summaries of known AI model prompt summaries leaks. If you work in AI and don't like these, I'll take them down in exchange for proper technical documentation. Feel free to reach out.
You might know me from:
I’m the author of While You Were Offline, an 80% Search/20% snark SEO newsletter for Traffic Think Tank.
Get bitesize commentary on the most important developments and happenings within the world of SEO delivered directly to your inbox every Thursday.
Work I’m most proud of:
Author: SEO Chapter, 2020 Web Almanac
Author: SEO Chapter, 2024 Web Almanac
Latest Articles
- Tech debt is your new AI epic - (8/11/2026)
Businesses are tumbling product-over-tea-kettle to shove AI into every nook and cranny, schema into every paragraph, and llms.txt into the loneliness of unrequested file types. Build faster\! Release more\! Uh oh, what's going on with our servers? - GEO's get rich quick schema - (8/11/2026)
In a world without documentation, it's easy to look at a site that's crushing and and think they're surviving the AEO/GEO/AIO/alphabet soup fire storm because of something they're doing right. - Optimizing for Agentic AI - (8/11/2026)
No, you don't need markdown. No, you don't need 72,345 schema items. Let's take a grounded approach for optimizing for agentic AI - Google Search: so AI-powered it barely needs users - (8/11/2026)
Let's dive into what Google's "hyper-progress" has in store for websites and the humans who love them. - Be the brand they remember when they hate search - (8/11/2026)
Oh, friends. We've had quite the kerfuffle lately, haven't we? We were all eagerly awaiting new search announcements from Google I/O, only to have AI Mode jump out from behind a bush and declare itself the new SERP.