Dinkum is the best thing I've made

Dinkum is the thing I've always wanted to make, and it's only now possible. The response has been far kinder than I expected, and I'm still working out what to do with that.

The thing I've always wanted to build

I've made a lot of things. Dinkum is the best of them.

It's also the one I always wanted to make. For years I could describe it but couldn't build it: something that does the search work on a website every day, properly, instead of sending a report about what someone should do. Now I can, and it's better than the version I used to describe.

What it does

Every weekday morning it does one piece of work on your site. I call each one a Dink. It reads your Search Console, your pages, what AI tools say about you and your sales, then picks the one change most worth making that day: a page for a search people are making, a fix for something that's wrong, a sharper title on a page that's nearly there.

Then it makes the change properly. A second AI reviews it, and the pages are rendered on desktop and phone before you see anything. It arrives as a pull request, and nothing goes live until you approve it. Two and four weeks later it checks whether the change worked against the rest of your site, and that answer shapes what it does next.

If you want the details, how Dinkum works walks through them step by step.

What it looks like

This is my own site, in the dashboard Dinkum runs on. Open any of these to look around.

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1. 1One morning at a time.Every run gets its own write-up, and you can step back through the days.When something moves in Search Console, you can find the morning, and the change, behind it.
2. 2In plain words.What changed, and why, in a few sentences.Most SEO reports are written for other SEO people. You're the one approving the change, so it has to make sense to you.
3. 3The pull request.The change itself, as GitHub shows it: open, or merged and live.A pull request shows every line that changes and waits for a yes. Nothing on your site changes behind your back.
4. 4Before and after.The pages it touched, on desktop and phone.So you can see the change without opening your site or reading any code.
5. 5Did it work?Each change waits for its 14-day check, then its 28-day one.Search takes weeks to react. Judging a change the next day tells you nothing, so it waits, then compares against the rest of your site.

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1. 1Search engines told.Google and Bing hear about each change once it's live.Left alone, they can take weeks to notice a new page. Telling them straight away lets a change start working sooner.
2. 2Every change, in a line.What it is, the pages it touched, and why.One list of everything that's been done, so you never have to wonder what Dinkum has touched.
3. 3One pull request each.Nothing goes live until I merge it.One change per pull request keeps each one small enough to check and easy to undo, and every result traces back to one change.
4. 4The verdicts.Worked, no clear change, or worse: 14 and 28 days later.Measured against the rest of the site, so a busy month can't flatter a weak change. The verdicts also steer what it tries next.

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1. 1Everything, in one feed.Runs, pull requests, checks, tasks and outreach, filtered by kind.Dinkum does more than pull requests: it measures, checks, drafts and follows up. One timeline means none of it happens out of sight.
2. 2Ask, and it's on the list.A task from a chat with me lands here, then shows as done.When I want something specific, I just say so. It's recorded with where it came from, and the next run picks it up.
3. 3Where each thing stands.Waiting for review, merged and live, done.Each line shows its state now, not when it happened, so anything waiting for review is plainly waiting on you.
4. 4The loop closes itself.Once I merge a change, Dinkum checks it's live and tells the search engines.Follow-up is where most SEO work stalls. Here nobody has to remember to do it.

The feedback has been more than I expected

People have been really positive about it. It's a bit overwhelming. I didn't see it coming, and I'm not going to pretend I'm used to it.

Dinkum is beating my own expectations, and I set those pretty high.

What's next

Keep making it better, one Dink at a time. The changelog shows what's shipped lately. I'll write more here as there's more to say, including the parts that don't go well.

If you'd like to see what it would do for your own site, the first five Dinks are free and yours to keep.