Insights
Written by the people doing the work.
No ghostwritten filler. Occasional, practical, and specific about what we actually observe.
Search · 7 min read
GEO, AEO and SEO: what the three actually do
Three acronyms, a great deal of marketing noise, and genuinely different work underneath. Here is what separates them and where to start.
Read moreEngineering · 6 min read
What site speed is actually worth
Speed is sold as an SEO factor. Its real value is further down the funnel, and the returns are not linear.
Read moreAI · 5 min read
Which AI automations are worth building
Most AI proposals fail a simple test. Here is the test, and what passing it looks like.
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