Not tracking your links is like shooting in the dark, and Michel Gerard names the two free tools he uses to stop doing that, explaining what each one does and why cloaking and shortening are separate jobs. It is the most immediately usable post on the blog.
His technical writing is consistently practical. Fixing a page that returns an error rather than leaving it broken. Reducing the share of visitors who leave immediately. What onsite optimisation actually covers, as opposed to the vaguer version people repeat.
Then the blog turns strange, and cheerfully so. Reincarnation, psychics, children who seem to know things, and a piece arguing that visitors have already come. He writes those with the same steady tone he uses for a bounce rate.
Bangkok appears in the domestic posts, from a service centre with no parts to the paperwork of a visa application.
Take the tracking post first, then whichever half of the blog you believe in.