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 Rich Snippets, 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
- Atlas shrugged - (10/23/2025)
ChatGPT Atlas, OpenAI’s shiny new “AI browser," promises seamless web assistance but raises old questions about transparency, data ethics, and the erosion of the web’s long-standing bot covenant. - Digital and Disinformation - (9/21/2020)
Manipulation and disinformation in search exist – and SEO professionals play a crucial role in fighting them. Here are a few ways to start. - What We Do in the Shadow DOM - (3/13/2020)
Working on a site that uses Web Components or JavaScript frameworks? Then you'll find practical value in learning about the Shadow DOM from this guide. - The SEO’s Introduction to Rendering - (12/18/2019)
YSK Google cannot rank what it cannot render. if your site uses JavaScript (95% do!) or struggles with speed or mobile-first, it's time to learn WRS - Teaming up with Google to bust SEO myths about JavaScript - (10/1/2019)
Behind the scenes of SEO Mythbusters! In this episode I talk JavaScript Myths with Google Webmaster Trends Analyst Martin Splitt.