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Long-form writing on growth systems, SEO architecture, AI search, and the operator-craft of building discoverability infrastructure for SaaS.
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25 postsChatGPT visibility: how it picks sources, and what you can influence
It sources answers two quite different ways, and the distinction decides which of your problems is fixable this quarter.
AI Overviews: what changed, and what to do about the clicks
This is the one that costs you traffic you already had. A different problem from the chat assistants, with a different response.
LLM SEO: what the term means, and what is actually different
The name is unfortunate and the category is real. A working definition, and an honest account of what the work is worth.
Tracking brand mentions in AI search, honestly
Almost every page on this subject is selling a monitoring tool. The measurement is harder than those pages admit.
Getting cited by AI search: what actually moves the needle
Most advice here is repackaged SEO with the word AI in front. The parts that do not transfer are where the work is.
B2B content marketing is a distribution problem wearing a content costume
Almost every guide on this subject is a list of content types. The type is the least consequential decision you make.
SEO SystemsA content audit is four decisions, not a spreadsheet
Most audits produce a tab with three hundred rows and a column called action, filled in optimistically. Six months later the tab is stale and the site is unchanged. The problem is not the data. It is that nobody decided anything.
SEO SystemsKeyword cannibalisation is a decision you already made
Two of your pages are competing for one query. That is not a bug that crept in. It is the visible result of two briefs written months apart by people who could not see each other’s work.
MeasurementMarketing metrics: track many, report few
Twenty metrics is more than any team should report on. The useful version is a small set that constrains each other, plus knowing which one you are allowed to sacrifice.
Craft21 marketing lessons that each cost me something
Lessons lists are usually a set of aphorisms nobody can act on. These are the ones that cost me something, grouped by the decision they should change.
MeasurementConversion rate benchmarks and the denominator problem
Conversion rate is the most quoted and least comparable metric in marketing, because almost nobody defines the denominator the same way. Comparing yours to an industry figure usually compares two different measurements.
MeasurementGoogle Ads benchmarks: how to read them
Every published Google Ads benchmark table has the same problem: you cannot see what is inside the average. This is how to read them without being misled, and how to build a baseline that is actually about your account.
Growth SystemsFull funnel marketing: find the stage that is binding
Full funnel marketing is usually presented as covering every stage. Coverage is the easy part. The hard part is that stages share a budget, and most teams cannot say which stage is actually constraining revenue.
CraftFull stack marketer: breadth is not the whole job
The full stack marketer is usually sold as a versatility pitch: one person who can do everything. That framing is what makes the role fragile. The durable version is narrower and harder to replace.
B2B SaaS SEOSEO for B2B SaaS: what to do at each stage
The right SEO work at the wrong company stage is wasted work. What compounds at Series B actively destroys value pre product-market fit.
B2B SaaS SEOB2B SaaS SEO: the economics, and the pages that carry it
SaaS is close to the ideal case for organic: high gross margin, recurring revenue, and buyers who research before they talk to anyone. That combination changes what the channel is worth.
B2B SaaS SEOChoosing a SaaS SEO agency, and when not to hire one
Most agency evaluations compare deliverables and price. Neither predicts the outcome. What predicts it is whether the engagement leaves you with a system or a dependency.
B2B SaaS SEOB2B SEO strategy: what to build in which order
Most B2B SEO strategies are keyword lists with a publishing schedule attached. A strategy is a sequence of decisions about what gets built first and what deliberately waits.
B2B SaaS SEOB2B SEO: the operator’s guide to building organic that compounds
B2B SEO is not consumer SEO with a longer sales cycle. The buyer is a committee, the highest-value keywords have almost no volume, and the payback period outlasts most marketing tenures. Here is how the work actually differs.
Utility-Led AcquisitionChoosing which free tool to build first
Most teams that decide to build a free tool pick the wrong one, because they pick the impressive one. The first tool has a specific job and impressiveness is not it.
MeasurementMeasuring organic when attribution is already broken
Zero-click results, assistant answers, and privacy changes have made last-touch attribution a poor description of reality. That is an argument for better measurement, not for measuring less.
AI SearchWhat AI search actually retrieves from your page
Assistants do not cite pages. They cite passages. Once you internalise that, a lot of advice about optimising for AI search turns out to be optimising the wrong unit.
Content SystemsProgrammatic pages without the thin-content penalty
Scaled page generation is not inherently spam. It becomes spam at the exact point where the template stops carrying information the reader could not have assembled themselves.
SEO SystemsYour internal link graph is a product decision
Internal linking gets treated as a formatting chore performed after writing. It is closer to information architecture, and it decides what your site is understood to be about.
SEO SystemsWhy most SEO audits produce nothing that compounds
An audit is a snapshot of defects. Architecture is a decision about how the site is allowed to grow. Most teams buy the first and needed the second.
Roughly one a month. Operator-grade thinking on growth systems, SEO architecture, and AI search. No promo emails, no upsells.