Six problem shapes I keep being called for.

The situation

A single WordPress network serving many countries and languages, where every new market added routing rules, plugin exceptions and SEO edge cases on top of the last one.

The approach

Establish one routing and localization model the whole network follows, and make hreflang and canonicals a property of the architecture rather than something editors maintain by hand.

The situation

Pages authored years earlier in a page builder that nobody could safely edit, shipping large amounts of markup and script for layouts that had stopped changing.

The approach

Extract the stable pages into clean, semantic HTML and templates, keep the CMS for content that genuinely changes, and delete the builder’s runtime from the critical path.

Keep the CMS where it adds value. Remove it where it doesn’t.

The situation

Regional sites competing with each other in search, with hreflang, canonicals and redirects each describing a slightly different version of the truth.

The approach

Reconcile the URL model first, generate hreflang and canonicals from it, and align the translation workflow so a new locale can’t silently break indexing.

The situation

A bug that could not be reproduced locally, because the behaviour came from edge rules, cache variants and geo detection rather than from the application at all.

The approach

Trace one real request through every hop, compare headers layer by layer, and identify which layer was making a decision the others didn’t know about.

When infrastructure layers disagree, debugging the application alone isn’t enough.

The situation

Tags firing before consent in some regions, blocked entirely in others, and attribution data that no team was willing to trust.

The approach

Treat consent as a state the whole tag layer subscribes to, gate every pixel through it, and verify per region rather than assuming one configuration covers the world.

Consent isn’t a banner. It’s an architecture constraint.

The situation

A modern Laravel application and an established WordPress platform that needed to share users and sessions without either becoming the other’s dependency.

The approach

Define one system of record for identity, integrate over explicit APIs and tokens rather than shared database access, and make failure modes visible instead of silent.