Writing
Thinking out loud.
Thinking out loud about SEO, AI search, content strategy, and the gap between what people say works and what actually does.
Why empathy is the only content strategy that lasts
The secret to content that ranks in Google and gets cited in AI search is more human than most people want to admit.
Publishing in the age of AI — the economics are breaking and nobody has the answer yet
What happens to content businesses when AI systems extract and synthesise their work and serve it back without a reason to click?
Is GEO just user-first SEO? My take.
Generative Engine Optimisation is the most talked-about topic in search right now. My view — it's 90% the same SEO I've always practiced.
Why optimising for what's already ranking produces the same content as everyone else
AI content optimisation tools are efficient. They're also making every piece of content look, sound, and read the same. That's a problem.
Google doesn't care how recently you updated your content. Here's what it actually cares about.
The idea that Google loves fresh content is one of the most misunderstood concepts in SEO. Here's what actually matters.