Insights
Working notes, not thought leadership.
6 articles
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- AI search
What AI search visibility actually means, and what nobody can sell you
You can measure how AI systems describe you. You cannot buy a placement. The difference between those two sentences is where most GEO marketing currently lives.
- Technical SEO
The first 48 hours of an organic traffic drop
A drop always has a date. Finding the date, at day-level resolution, per template, eliminates more possible causes than any other single step — and most teams skip it.
- Analytics
How to audit GA4 in a day (and why reading the interface is not auditing)
Almost every measurement problem we find is invisible in the GA4 interface and obvious in a traced real submission. Here is the order, and the four tests that find most of it.
- Technical SEO
The quality floor: how to build programmatic pages that deserve to exist
The difference between a scalable page set and scaled content abuse is not the technology. It is whether a page must clear a defined threshold before it is allowed to be indexed.
- Migrations
Value-score your URLs before a migration, not after
Redirect coverage counted by URL is the default metric and it cannot detect the failure that actually costs you traffic. Coverage weighted by value can, and it takes about three days to make possible.
- Growth
SEO agency vs consultant vs in-house: which problem does each actually solve?
They are not three prices for the same thing. They solve different constraints, and the usual mistake is buying the model that fits the budget instead of the one that fits the bottleneck.