The Entity Checklist That Decides Whether Machines Know Who You Are
Nine things to fix so search engines and models resolve your brand to the right company.
Read: The Entity Checklist That Decides Whether Machines Know Who You AreInsights
Write Passages That Survive Being Read Alone
Retrieval systems lift chunks, not pages. Here is what that changes about how you structure a paragraph.
Read: Write Passages That Survive Being Read Alone
Which AI Crawlers Should You Allow, and What Happens When You Block Them
A plain explanation of the main AI crawlers, what each one is used for, and how to decide which ones get access.
Read: Which AI Crawlers Should You Allow, and What Happens When You Block Them
Measure Your Own AI Overview Click Loss Before You Believe Anyone Else’s Number
Published studies disagree by a factor of four. Here is how to work out what is actually happening on your own queries.
Read: Measure Your Own AI Overview Click Loss Before You Believe Anyone Else’s Number
How to Replatform Without Losing the Traffic You Paid For
Post-migration collapses are predictable and preventable. Almost all of them trace back to a redirect map nobody checked.
Read: How to Replatform Without Losing the Traffic You Paid For
Search Engines Stopped Matching Strings. Most Content Plans Did Not.
Keyword lists still drive most editorial calendars, while retrieval moved to entities and topics years ago. The gap costs traffic.
Read: Search Engines Stopped Matching Strings. Most Content Plans Did Not.
Your Ads Account Is Optimised. Towards the Wrong Number.
Most underperforming accounts are working exactly as instructed. The instruction is the problem, and it is usually a tracking decision.
Read: Your Ads Account Is Optimised. Towards the Wrong Number.
Index Bloat Is a Quiet Tax on Everything You Publish
Thousands of weak URLs do not sit harmlessly in the background. They lower the ceiling for every strong page on the domain.
Read: Index Bloat Is a Quiet Tax on Everything You Publish
llms.txt: What It Actually Does, and What It Does Not
A short, honest read on the llms.txt proposal, which engines pay attention to it, and whether it is worth your time right now.
Read: llms.txt: What It Actually Does, and What It Does Not
Cited, Not Ranked: What Changes When AI Writes the Answer
Ranking first and being quoted are different outcomes with different inputs. Here is what actually decides which sources a model reaches for.
Read: Cited, Not Ranked: What Changes When AI Writes the AnswerBrowse by subject
Each subject has its own page explaining how we approach it, with the pieces written on it underneath.
Strategy
Strategy in this field is mostly subtraction. There is no shortage of good ideas, and the constraint is always which three get…
7 piecesTechnical SEO
Technical problems rarely announce themselves. They show up as content that should have worked and did not, and as a graph that…
6 piecesAI Search
Assistants answer before anyone clicks. These pieces are about what that does to a business that has spent years earning positions in…
5 piecesPaid Media
Paid media is the fastest way to learn what your market responds to and the fastest way to spend money proving nothing.…
3 piecesLocal SEO
Local results answer a different question from organic ones: not who is most authoritative, but who is nearest and most plausible. That…
2 piecesEcommerce
An ecommerce site is a crawl problem wearing a content problem as a disguise. These pieces are about the parts that scale…
2 piecesConversion
Most conversion advice assumes you have the traffic to test properly. These pieces are written for the far more common case, where…
2 piecesMeasurement
Measurement is where marketing goes to argue. These pieces are about the arguments worth having and the ones that are just two…
2 piecesSemantics
Search stopped matching strings a long time ago. These pieces are about what it matches instead, and how to write for a…
1 piece