diff --git a/Readme.md b/Readme.md
index d25c0f119..a2411bf15 100644
--- a/Readme.md
+++ b/Readme.md
@@ -1,14 +1,28 @@
-:)
+# Rico's cheatsheets
+
+> Collection of web development cheatsheets:
+
+Visit: **<https://ricostacruz.com/cheatsheets/>**
 
 ---
 
-## Notes
+# Dev notes
+
+## Starting a local instance
+
+This is a mere Jekyll site, and `bundle exec jekyll serve` should be fine. But I suggest you use this instead:
+
+```
+make
+```
+
+## CSS classes
 
 `h2` supports these:
 
     {: .-two-column}
     {: .-three-column}
-    {: .-wide-second}       # combine with -x-column
+    {: .-wide-second}       # combine with -xxx-column
     {: .-left-reference}
 
 `h3` supports these:
@@ -32,6 +46,8 @@
     {: .-four-column}
     {: .-six-column}
 
+## Frontmatter
+
 Each sheet supports these metadata:
 
 ```yml
@@ -49,6 +65,8 @@ prism_languages: [vim]    # Extra syntax highlighting
 ---
 ```
 
+## Prism languages
+
 For supported prism languages:
 
 - <https://github.com/PrismJS/prism/tree/gh-pages/components>
@@ -65,3 +83,7 @@ category: Hidden
 redirect_to: /es6
 ---
 ```
+
+## Localizations
+
+See `_data/content.yml` for chrome strings.
\ No newline at end of file
diff --git a/_config.yml b/_config.yml
index c5e32911b..dc4720159 100644
--- a/_config.yml
+++ b/_config.yml
@@ -59,9 +59,6 @@ defaults:
 
 url: http://ricostacruz.com/cheatsheets
 title: Cheatsheets
-alt_title: Rico's Cheatsheets
-home:
-  tagline: "Hey! I'm <a href='https://ricostacruz.com'>@rstacruz</a> and this is a modest collection of cheatsheets I've written."
 
 #
 # Google analytics
@@ -100,9 +97,3 @@ category_names:
 
 # https://help.github.com/articles/repository-metadata-on-github-pages/
 repository: rstacruz/cheatsheets
-
-#
-# Disqus comments: uncomment to disable disqus
-#
-
-disqus_host: devhints.disqus.com
diff --git a/_data/carbon.yml b/_data/carbon.yml
new file mode 100644
index 000000000..5f23b69e2
--- /dev/null
+++ b/_data/carbon.yml
@@ -0,0 +1,2 @@
+enabled: true
+src: //cdn.carbonads.com/carbon.js?zoneid=1673&serve=C6AILKT&placement=ricostacruzcom
diff --git a/_data/content.yml b/_data/content.yml
index 13684ac52..3a20a9e3b 100644
--- a/_data/content.yml
+++ b/_data/content.yml
@@ -1,10 +1,35 @@
 home:
   title: "Rico's cheatsheets"
   tagline: "Hey! I'm <a href='https://ricostacruz.com'>@rstacruz</a> and this is a modest collection of cheatsheets I've written."
+
 top_nav:
   title: "Rico's cheatsheets"
+  edit: Edit
+  edit_on_github: Edit this page on GitHub
+
+sheet:
+  suffix: cheatsheet
+
 social_list:
   default_description: "Grand collection of web development cheatsheets"
-  description_prefix: "The ultimate cheatsheet for"
+  description: "The ultimate cheatsheet for TITLE."
   facebook_share: Share on Facebook
   twitter_share: Share on Twitter
+
+related_posts_callout:
+  description: Over SIZE curated cheatsheets, by developers for developers.
+  link: Cheatsheets home
+
+related_posts_group:
+  top: Top cheatsheets
+  other: Other cheatsheets
+  category: Other CATEGORY cheatsheets
+
+search_form:
+  default_placeholder: Search SIZE+ cheatsheets
+  home_placeholder: Search...
+  prefix: devhints.io
+
+comments_area:
+  suffix: for this cheatsheet.
+  link: "Write yours!"
diff --git a/_data/disqus.yml b/_data/disqus.yml
new file mode 100644
index 000000000..5fe82b1ce
--- /dev/null
+++ b/_data/disqus.yml
@@ -0,0 +1,2 @@
+enabled: true
+host: devhints.disqus.com
diff --git a/_includes/2017/comments-area.html b/_includes/2017/comments-area.html
index 0288e623b..ed06e808f 100644
--- a/_includes/2017/comments-area.html
+++ b/_includes/2017/comments-area.html
@@ -1,22 +1,24 @@
 {% assign identifier = include.page.url | remove: '.html' | remove_first: '/' %}
-<section class='comments-area' id='comments'>
-  <div class='container'>
-    <details class='comments-details'>
-      <summary>
-        <strong class='count'>
-          <span class='disqus-comment-count' data-disqus-identifier="{{ identifier }}" data-disqus-url='{{ site.url }}/{{ identifier }}'>0 Comments</span>
-        </strong>
-        <span class='suffix'>for this cheatsheet.</span>
-        <span class='fauxlink'>Write yours!</span>
-      </summary>
-      <div class='comments-section'>
-        <div class='comments'>
-          <div id='disqus_thread'></div>
-          <noscript data-js-disqus='{"host":"{{ site.disqus_host }}","url":"{{ site.url }}/{{ identifier }}","identifier":"{{ identifier }}"}'></noscript>
+{% if site.data.disqus.enabled %}
+  <section class='comments-area' id='comments'>
+    <div class='container'>
+      <details class='comments-details'>
+        <summary>
+          <strong class='count'>
+            <span class='disqus-comment-count' data-disqus-identifier="{{ identifier }}" data-disqus-url='{{ site.url }}/{{ identifier }}'>0 Comments</span>
+          </strong>
+          <span class='suffix'>{{ site.data.content.comments_area.suffix }}</span>
+          <span class='fauxlink'>{{ site.data.content.comments_area.link }}</span>
+        </summary>
+        <div class='comments-section'>
+          <div class='comments'>
+            <div id='disqus_thread'></div>
+            <noscript data-js-disqus='{"host":"{{ site.data.disqus.host }}","url":"{{ site.url }}/{{ identifier }}","identifier":"{{ identifier }}"}'></noscript>
+          </div>
         </div>
-      </div>
-    </details>
-  </div>
-</section>
+      </details>
+    </div>
+  </section>
 
-<script id='dsq-count-scr' src='//{{ site.disqus_host }}/count.js' async></script>
+  <script id='dsq-count-scr' src='//{{ site.data.disqus.host }}/count.js' async></script>
+{% endif %}
diff --git a/_includes/2017/related-posts.html b/_includes/2017/related-posts.html
index 4e9dd68ef..f793d8b9c 100644
--- a/_includes/2017/related-posts.html
+++ b/_includes/2017/related-posts.html
@@ -10,6 +10,7 @@
   | where_exp: "page", "page.deprecated != true"
   | sort: "weight", "last"
 %}
+{% assign size = site.pages | size %}
 <footer class='related-posts-area' id='related'>
   <div class='container'>
     <div class='related-posts-section'>
@@ -19,11 +20,11 @@
             <i class='icon'></i>
 
             <span class='description'>
-              Over {{ site.pages | size }} curated cheatsheets, by developers for developers.
+              {{ site.data.content.related_posts_callout.description | replace: "SIZE", size }}
             </span>
 
             <span class='push-button -dark'>
-              Cheatsheets home
+              {{ site.data.content.related_posts_callout.link }}
             </span>
           </div>
         </a>
@@ -32,9 +33,9 @@
       <div class='group'>
         <div class='related-posts-group'>
           {% if include.page.category == 'Others' %}
-            <h3>Other cheatsheets</h3>
+            <h3>{{ site.data.content.related_posts_group.other }}</h3>
           {% else %}
-            <h3>Other {{ include.page.category }} cheatsheets</h3>
+            <h3>{{ site.data.content.related_posts_group.category | replace: "CATEGORY", include.page.category }}</h3>
           {% endif %}
 
           <ul class='related-post-list'>
@@ -47,7 +48,7 @@
 
       <div class='group'>
         <div class='related-posts-group'>
-          <h3>Top cheatsheets</h3>
+          <h3>{{ site.data.content.related_posts_group.top }}</h3>
 
           <ul class='related-post-list'>
             {% for page in top_pages limit: 6 %}
diff --git a/_includes/2017/search-form.html b/_includes/2017/search-form.html
index e2ebf70db..ba814edc8 100644
--- a/_includes/2017/search-form.html
+++ b/_includes/2017/search-form.html
@@ -3,16 +3,19 @@
   class='search'action='{{ base }}' method='get'>
   <label class='search-box {{ include.class }}'>
     {% comment %}
-    <span class='prefix'>devhints.io</span>
+    <span class='prefix'>{{ site.data.content.search_form.prefix }}</span>
     <span class='sep'>/</span>
     {% endcomment %}
     <input name='q'
       type='text'
       {% if include.live %}
+        {% assign placeholder = site.data.content.search_form.home_placeholder | replace: "%{size}", size %}
         autofocus data-js-search-input
-        placeholder='Search...'
+        placeholder='{{ placeholder }}'
       {% else %}
-        placeholder='Search {{ site.pages | size }}+ cheatsheets'
+        {% assign size = site.pages | size %}
+        {% assign placeholder = site.data.content.search_form.default_placeholder | replace: "SIZE", size %}
+        placeholder='{{ placeholder }}'
       {% endif %}>
   </label>
 </form>
diff --git a/_includes/2017/top-nav.html b/_includes/2017/top-nav.html
index 25c510798..afe57a2e4 100644
--- a/_includes/2017/top-nav.html
+++ b/_includes/2017/top-nav.html
@@ -14,15 +14,15 @@
       <div class='actions'>
         {% include social-list.html class="social page-actions" page=include.page %}
 
-        {% if include.page.type != 'website' %}
+        {% unless include.is_home %}
           <ul class='page-actions'>
-            <li class='link github -button hint--bottom' data-hint='Edit this page on GitHub'>
+            <li class='link github -button hint--bottom' data-hint='{{ site.data.content.top_nav.edit_on_github }}'>
               <a href='{{ site.github.repository_url }}/blob/gh-pages/{{ page.path | remove: '.html' }}'>
-                <span class='text -visible'>Edit</span>
+                <span class='text -visible'>{{ site.data.content.top_nav.edit }}</span>
               </a>
             </li>
           </ul>
-        {% endif %}
+        {% endunless %}
       </div>
     {% endunless %}
   </div>
diff --git a/_includes/social-list.html b/_includes/social-list.html
index 76a457acd..46cff6a33 100644
--- a/_includes/social-list.html
+++ b/_includes/social-list.html
@@ -1,7 +1,7 @@
 {% if include.page.home %}
 {% assign description = site.data.content.social_list.default_description %}
 {% else %}
-{% assign description = site.data.content.social_list.description_prefix | append: " " | append: include.page.title | append: "." %}
+{% assign description = site.data.content.social_list.description | replace: "TITLE", include.page.title %}
 {% endif %}
 <ul class="social-list {{ include.class }}">
   <li class="facebook link hint--bottom" data-hint="{{ site.data.content.social_list.facebook_share }}"><a href="https://www.facebook.com/sharer/sharer.php?u={{ site.url }}{{ include.page.url }}" target="share"><span class="text"></span></a></li>
diff --git a/_layouts/2017/home.html b/_layouts/2017/home.html
index 4db22bb42..4a6fce9b2 100644
--- a/_layouts/2017/home.html
+++ b/_layouts/2017/home.html
@@ -11,9 +11,11 @@ type: website
 {% include 2017/head.html %}
 {% include 2017/top-nav.html page=page is_home=true %}
 
-<div class='SideAd'>
-  <script async src='//cdn.carbonads.com/carbon.js?zoneid=1673&serve=C6AILKT&placement=ricostacruzcom' id="_carbonads_js"></script>
-</div>
+{% if site.data.carbon.enabled %}
+  <div class='SideAd'>
+    <script async src='{{ site.data.carbon.src }}' id="_carbonads_js"></script>
+  </div>
+{% endif %}
 
 <div class='body-area -slim'>
   <div class='site-header'>
diff --git a/_layouts/2017/sheet.html b/_layouts/2017/sheet.html
index d72941227..b5edf2834 100644
--- a/_layouts/2017/sheet.html
+++ b/_layouts/2017/sheet.html
@@ -7,11 +7,13 @@ type: article
 
 <div class='body-area'>
   <header class='main-heading {% if page.ads != false %}-with-ads{% endif %}'>
-    <h1 class='h1'>{{ page.title }} <em>cheatsheet</em></h1>
+    <h1 class='h1'>{{ page.title }} <em>{{ site.data.content.sheet.suffix }}</em></h1>
     {% if page.ads != false %}
-      <div class='HeadlineAd ad'>
-        <script async src='//cdn.carbonads.com/carbon.js?zoneid=1673&serve=C6AILKT&placement=ricostacruzcom' id="_carbonads_js"></script>
-      </div>
+      {% if site.data.carbon.enabled %}
+        <div class='HeadlineAd ad'>
+          <script async src='{{ site.data.carbon.src }}' id="_carbonads_js"></script>
+        </div>
+      {% endif %}
     {% endif %}
   </header>
 
@@ -28,10 +30,7 @@ type: article
 
 <div class='pre-footer'><i class='icon'></i></div>
 
-{% if site.disqus_host %}
 {% include 2017/comments-area.html page=page %}
-{% endif %}
-
 {% include 2017/search-footer.html %}
 {% include 2017/related-posts.html page=page %}
 {% include 2017/foot.html %}
diff --git a/_layouts/default-ad.html b/_layouts/default-ad.html
index 1dc608e51..5a063c70c 100644
--- a/_layouts/default-ad.html
+++ b/_layouts/default-ad.html
@@ -13,9 +13,11 @@ type: article
       <h1><span>{{ page.title }}</span></h1>
     </div>
 
-    <div class='headline-ad'>
-      <script async src='//cdn.carbonads.com/carbon.js?zoneid=1673&serve=C6AILKT&placement=ricostacruzcom' id="_carbonads_js"></script>
-    </div>
+    {% if site.data.carbon.enabled %}
+      <div class='headline-ad'>
+        <script async src='{{ site.data.carbon.src }}' id="_carbonads_js"></script>
+      </div>
+    {% endif %}
 
     <div class='post-content -cheatsheet'>
       {{ content }}
diff --git a/_layouts/home.html b/_layouts/home.html
index 9d576356d..29d2725b6 100644
--- a/_layouts/home.html
+++ b/_layouts/home.html
@@ -20,8 +20,10 @@ html_class: home
   </div>
 {% endfor %}
 
-<div class='side-ad'>
-  <script async src='//cdn.carbonads.com/carbon.js?zoneid=1673&serve=C6AILKT&placement=ricostacruzcom' id="_carbonads_js"></script>
-</div>
+{% if site.data.carbon.enabled %}
+  <div class='side-ad'>
+    <script async src='{{ site.data.carbon.src }}' id="_carbonads_js"></script>
+  </div>
+{% endif %}
 
 {% include foot.html %}