Blog
Notes from the practice — what we’re seeing in client work, where AI search is heading, and the occasional opinion we cannot keep to ourselves.
The end of the “number-one ranking”: how AI Overviews rewrote the brief
For twenty years SEO meant getting to position one. In 2026 the position-one URL is often hidden inside an AI Overview answer the user never clicks. Here is what we changed.
Read essayWhy your homepage will not be cited by ChatGPT (and what to do about it)
Most homepages do four things at once: explain who you are, sell your services, demonstrate credibility, and route visitors deeper into the site. From a brand perspective, that is fine. From a…
Read essayThe keyword-volume trap: why your content calendar is failing
Open any keyword tool. Sort descending by volume. Schedule articles in that order. This is the default planning method in 90% of marketing teams, and it is broken. Volume is a poor…
Read essayInternal linking is not a checkbox: a 30-minute audit anyone can run
Internal linking is treated like a checkbox: yes, we do internal linking. But the question is not whether you do it. The question is whether you are doing it well enough that…
Read essayWhy we stopped writing “ultimate guides” and what we ship instead
The 8,000-word everything-bagel article was a 2018 strategy. We have moved our briefs to a shorter, denser format that gets cited more — and ranks better.
Read essayHow we measure AI visibility: a working brief
There is no Google Search Console for ChatGPT. So we built our own measurement layer. Here is the brief we follow on every AI-visibility engagement.
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