Writing
On SEO, GEO, and getting found by AI
Field notes and writing from the work itself: technical SEO, generative and answer engine optimization, and what it actually takes to stay visible as search turns into answers.
The History of AI Search
A visual history of AI search, from BERT to AI Mode. The key players, the moments that actually mattered, and how Google, OpenAI, Perplexity and the rest turned ten blue links into a single cited answer. Every date sourced.
11 min read
AI Search Visibility Metrics: What to Track and Why They Matter Now
The KPIs that measure whether ChatGPT, AI Overviews, Perplexity and Gemini cite your brand. What each metric tells you, what the data shows, and which ones are worth tracking.
7 min read
What Is RAG? How Retrieval Decides Whether AI Search Cites You
RAG is the retrieval step behind every AI answer engine. Here is how it works, and what 1.2 million citations show about the pages it actually quotes.
6 min read
Migrating an 88-Post WordPress Blog to Astro and Cloudflare
A client case study: moving an 88-post WordPress blog to a static Astro site on Cloudflare for about a dollar a month. How I kept every URL, moved the forms off SaaS, and why I checked the live site instead of trusting the brief.
6 min read
SEO Trends 2026: What's Actually Changing (and What's Hype)
A practitioner's 2026 SEO trends report that grades the loud 2025 predictions against the data: what AI Overviews, AI Mode, and core updates actually changed, what got overhyped, and what to do about it.
6 min read
AI Overviews vs Classic SEO: What Actually Changed
AI Overviews did not kill SEO, they split it into two jobs: ranking on the page and getting cited in the answer. What changed, what stayed the same, and how to earn the citation.
5 min read
How Google Search Is Changing in 2026
Google made AI Mode the default at I/O 2026. Here's what that actually changes for SEO: how search behavior, the results page, and measurement shift when search becomes a conversation.
5 min read
The One SEO Trend Everyone Got Wrong in 2025
The 2025 SEO prediction that dominated every conference and aged the worst: that AI search would replace Google by now. What the data actually showed, and the lesson for 2026.
4 min read
5 SEO Trends I'm Ignoring in 2026 (and Why)
Not every trend deserves your time. Five SEO tactics getting loud airtime in 2026 that I'm deliberately skipping, with the data behind each call, so you can spend effort where it moves rankings.
5 min read
How SEO Actually Changed From 2023 to 2026
A short history of how SEO shifted from 2023 to 2026: the Helpful Content era, the arrival of AI Overviews, AI Mode going default, and the one fundamental that never moved.
4 min read
What Is llms.txt? A Plain Guide for 2026
What llms.txt is, what goes in it, whether Google uses it (it doesn't), who actually reads it, and how to write a good one. Updated for Google's June 2026 guidance.
3 min read
How to Spot a Real SEO Trend (Not Clickbait)
A repeatable framework for telling real SEO trends from clickbait predictions: the questions to ask, the data to demand, and the tells that a 'trend' is just someone's hype cycle.
5 min read
Notes from a Panel on AI Search, GEO & Getting Found Online
Key takeaways from an AZIMA panel on AI search, GEO, authority signals, zero-click discovery, and measuring visibility beyond rankings.
3 min read
