Fewer posts. Each one carries something I had to do the work to know.
Field notes from inside the practice: AI-search experiments with the raw numbers, the case for treating search as one full-stack system, and teardowns of the systems I install for clients. Written in the first person because you should know exactly whose judgment you're reading.
The GEO audit stack, in dependency order
The two best studies on AI search this year measure different layers and different query types, and both are right. Four checks a marketing team can run in an afternoon, ordered so the first answer tells you which of the others is worth acting on.
Read the study →Three clusters, one bar
Everything lives in one of four categories. The list is reverse-chronological; filter it if you're only here for one thing.
The GEO audit stack, in dependency order
The two best studies on AI search this year measure different layers and different query types, and both are right. Four checks a marketing team can run in an afternoon, ordered so the first answer tells you which of the others is worth acting on.
Tracking AI answers like a pollster
A method for measuring what the AI engines actually say about your category: a fixed prompt set, repeated sampling, and an honest margin of error. Running against a real category now, publishing once the numbers are in.
The honest GEO buyer's guide
Most "AI-visibility" vendors are buying mentions, not building them. A checklist a marketing director can run against any vendor's deliverables before signing: where the mentions came from, and whether they survive a source-quality audit.
Teardown: the GSC reporting engine I install
The full build (architecture diagram, honest running costs and limits, and sample output) of the Search Console reporting engine that ends the weekly "what's working?" meeting. Built, not advised.
Next in the queue: the full-stack search thesis, and the context-layer install
Published when they clear the bar, not to fill a calendar. The list stays short on purpose.
One email when there's something worth your time.
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