From static pages to Web3 growth infrastructure.
I've moved on from WordPress builds and I'm now doing solid work on Web2 side projects: Node.js, SQL, DevOps and automation. Web3 is the next layer. It's the hardest one I've tried to learn, and I'm working through it in public. This page sets out the direction and why it makes sense.
One career, three web eras.
My path isn't an anomaly, it follows the evolution of the internet.
HTML didn't become obsolete along the way. Even the most advanced Web3 or AI-driven applications
still render <div>, <section> and <p> in the browser. It evolved from
a static formatting tool into an optimised semantic layer managed by modern frameworks, and that
semantic layer is exactly what search engines and AI crawlers read.
Web 1.0: the read-only web
Static digital brochures. Hand-built HTML and CSS layouts, vanilla JavaScript, and uploading files to servers over FTP.
DROPPED Table layouts and frames, Flash, manual FTP uploads.
KEPT HTML as the skeleton, and an instinct for what a clean page looks like to a crawler.
Web 2.0: the read-write web
Interactive, user-generated applications. Component frameworks, Node.js backends, SQL databases, REST and GraphQL APIs, Git and automated deployment.
DROPPED jQuery, monolithic architectures, and WordPress as my default answer.
KEPT Git, CI/CD, APIs and databases as the daily toolkit behind my side projects.
Web 3.0: the read-write-own web
Application logic and ownership move from centralised servers to blockchain networks. This is where I'm actively studying, and where I'm slower than I'd like to be.
LEARNING Smart contracts (Solidity, Rust), wallet integration with Ethers.js / Web3.js, and decentralised storage such as IPFS and Arweave.
SEO changed as much as the web did.
It went from keyword stuffing to infrastructure engineering. Each era of the web changed what search engines needed from a site, and who was qualified to deliver it.
The content era
Meta tags, keyword density and basic HTML structure. Search engines were simple indexing spiders.
Performance & authority
Core Web Vitals, HTTPS, mobile, schema markup. JavaScript-heavy SPAs often broke indexing until server-side rendering became standard.
Decentralised & AI indexing
Discovery beyond Google: AI answer engines like Perplexity and ChatGPT, decentralised sources, and authority you can verify.
Why SEO, DevOps and Web3 belong together.
Because I work across infrastructure, backend logic and (increasingly) decentralised protocols, my approach to SEO is structural rather than copywriting-led. That matters in Web3, where standard Web2 SEO tactics often fall over on decentralised infrastructure.
Technical SEO at the source
Rather than telling a team to "fix site speed", I configure the caching layers, tune SQL queries to cut Time to First Byte, and use edge compute such as Cloudflare Workers to serve search bots properly.
Decentralised vs. discoverable
A dApp running purely on IPFS with client-side wallet connections is hard for Google to index. The practical answer is a hybrid: a fast, optimised frontend that earns the traffic and hands users to the on-chain backend.
Optimising for answer engines
AI search tools favour clean API feeds, structured markdown documentation, validated schema and authoritative data sources. Those are things a developer who also understands search can build directly into a product.
What I'm letting go of, and what I'm scaling.
Basic keyword research, generic meta descriptions and routine WordPress plugin setup are now commodity tasks that AI handles well. I'm putting my time into the work it can't do alone.
Pages generated from data
Node.js and database structures producing thousands of high-intent pages for token data, protocol documentation and other complex crypto datasets, with quality controls built in.
Changes at the edge
Modifying HTTP headers, handling redirects and injecting schema at the server edge, without touching the core codebase or waiting on a release cycle.
Tracking new surfaces
Understanding how AI aggregators and decentralised indexes pull information from smart contracts and dApp interfaces, and what that means for visibility.
Working in Web3, crypto or AI?
If your site has an indexing, rendering or infrastructure problem, send me the URL and what's bothering you. I'll come back with a few specific findings, free.
London · Remote-first
github.com/bitcoindevelopment
linkedin.com/in/mxx
x.com/bitcoindevops