About Xmlschemata
Practical guides on web analytics, SEO, and conversion optimization — written by practitioners, for practitioners.
Meet Jonathan Henderson
I’m a web analytics specialist with over a decade of experience helping businesses understand their data and make smarter decisions. My work spans SEO, internet marketing, and conversion optimization.
I’ve analyzed hundreds of websites across industries — from e-commerce stores to SaaS platforms to content publishers. Along the way, I’ve learned what works, what doesn’t, and most importantly, why.
This site is where I share that knowledge. No fluff, no jargon, no “revolutionary” buzzwords. Just practical guidance you can actually use.
What I Write About
Web Analytics
Understanding metrics that matter. Interpreting data correctly. Building reports that drive decisions, not just fill dashboards.
SEO
Technical optimization, content strategy, and link building. What actually moves the needle in search rankings — and what’s a waste of time.
Internet Marketing
PPC campaigns, email marketing, conversion funnels. How to spend marketing budgets effectively and measure real ROI.
CRO
A/B testing, user experience optimization, landing page design. Turning more visitors into customers without increasing traffic.
My Approach
Every article on this site follows a simple principle: explain the “why” before the “how.”
I believe that understanding the reasoning behind a technique makes you better at applying it — and better at knowing when not to apply it.
You won’t find hype here. If something doesn’t work, I’ll tell you. If a tool has limitations, I’ll explain them. If a technique is only useful in specific situations, I’ll be clear about that too.