Field notes on search, AI, and growth.
Long form thinking from our founder and team. New writing on SEO, AI search, content strategy, digital measurement, and the work we do for brands across Indonesia and the region.
How I got rpsg.co.id to 100/100/100/100 on Lighthouse, and which fixes actually moved the score
Most Lighthouse advice tells you to chase 100 across the board. Half of it does not move the score and most of it does not move the user experience. Here is what actually got rpsg.co.id from 88/95/85/100 to 100/100/100/100, and what I would skip if I were doing this again.
How to Measure AI Share of Voice for Your Brand
AI answers do not have positions. Either the model names a brand or it does not. That single shift breaks the measurement habit enterprise SEO programs have built around rank tracking, and it leaves a question now landing in boardrooms with no confident answer: when a buyer opens ChatGPT and asks for a recommendation in a category, how often does the brand come up.
Anchor Text Patterns That Read as Natural to Google
Across healthy enterprise backlink profiles, exact-match commercial anchor text rarely accounts for more than five percent of inbound links. Across profiles that trigger Google's filters, it routinely crosses ten. The distance between those two numbers is one budget cycle of well-meaning vendor work, and the system reading the difference is more sophisticated than most teams plan for.
What Makes an SEO Dashboard Worth Opening
The dashboard most enterprise SEO teams use was built by the person who left two roles ago. Nobody has opened it in three weeks. Nobody trusts the numbers on it. Nobody can name what would change in the work tomorrow if a green line went red. This is the SEO dashboard problem, and it is endemic enough that solving it is a competitive advantage that costs almost nothing to ship.
Three Factors an AI Citation Audit Caught on a Post That Scored 83
The prompt was "How to connect Screaming Frog MCP to Claude?", the page was our setup tutorial at search.agency/blog/screaming-frog-mcp-claude-setup, and the tool was StoryMint's AI Citation Audit, which scores how likely a single page is to be cited by an AI engine when a user asks a specific question. The result was an 83 out of 100, a Good rating across sixteen factors with thirteen passes, no warnings, and three failures. The three failures are the whole reason to run an audit like this. AI Citation Readiness is not a measure of how trustworthy or original a page looks in general. It is a measure of whether the retrieval stack inside an AI engine will reach for that exact page when answering that exact question, and the failures are usually the cheap mechanical things that quietly keep a page out of an answer it would otherwise win.
WebMCP: How to Make Your Website Executable by AI Agents
Google and Microsoft, working through the W3C Web Machine Learning Community Group, released WebMCP: a browser native JavaScript API that lets a site expose callable tools directly to AI agents. Chrome 149 moved it into a public origin trial on May 19. Edge 147 has it. The testing flag lives at chrome://flags/#enable-webmcp-testing.
Schema Markup That Still Moves the Needle in 2026
A schema audit in 2026 should start by deleting code, not adding it. Most enterprise sites still ship structured data that no surface renders, no engine rewards, and no team has reviewed since the JSON-LD was pasted in. The interesting question is not which schema to add this quarter. It is which schema is actually earning a result somewhere, and which is sitting in your `<head>` for no reason at all.
The AI Search Playbook Goes Live on June 9
The AI Search Playbook is the operating system Search Agency uses to win brand visibility for clients in ChatGPT, Gemini, Perplexity, Deepseek, and Google AI Overviews. We have run it across enterprise SEO programs in retail, hospitality, finance, FMCG, and B2B SaaS, and on June 9 we are opening the whole thing live in a free 90-minute webinar.
Rand Fishkin Is Half Right About the End of Great Content
The 25-year-old loop where great content drove organic traffic and organic traffic drove growth is breaking, and his framing of why is accurate. The conclusion that companies should pivot to inimitable products instead of content does not survive contact with the enterprise SaaS market, where the inimitable product is already the company. What changes for those buyers is not whether to publish, but what publishing is for.
Our Travel Industry Study Finds Two Thirds of Google AI Mode Citations Do Not Rank in the Top 10
Two thirds of the domains Google AI Mode cites in its travel answers are not in the top ten organic results for the same query. That is the headline finding from the first 15 queries of an AI citation study Search Agency is running across the travel industry, starting with Indonesian trip-planning. It changes how enterprise SEO teams should think about who is actually getting found when an AI surface sits on top of Google.
How a Leading Maternal Nutrition Brand Came to Own AI Search in Indonesia
Generative engines now answer many of the high-intent questions that brands once captured through traditional rankings. When an AI Overview resolves a query inside the results page, the underlying website often loses the click, even when it ranks well. Across the Indonesian maternal-health category, keyword visibility contracted by roughly 9% as this repricing took hold.
When to Merge Pages and When to Keep Them Separate
Two URLs start trading places for the same query, one of them quietly losing a position it used to hold, and the team reaches the same verdict almost every time. Cannibalization. Merge them. A week later one page is redirected into the other, the report shows a problem closed, and nobody asks whether it was the right page, or even the right problem.
We Ran Our Own Page Through an E-E-A-T Auditor and Scored 61
We ran the page we use to sell AI search work, search.agency/ai-search, through StoryMint's E-E-A-T Auditor, and it came back with a 61 out of 100. Fair, not good. E-E-A-T is Google's shorthand for Experience, Expertise, Authoritativeness, and Trust.
How to Build SEO Into Your Go-to-Market Strategy (Not Bolt It On Later)
Build SEO into your go-to-market plan the way you build in sales or paid: as a demand channel with a job to do, sequenced to your company stage, anchored to a real buyer and a real pain, and now optimized for AI answer engines as well as the ten blue links. The startups that treat search as a launch-day input win compounding pipeline. The ones that treat it as something to switch on later spend year two paying for the months they skipped.
The Startup Founder's Guide to Realistic SEO ROI in Indonesia
SEO can be one of the highest-return channels an Indonesian startup ever builds, and it can also quietly burn six months of budget before it returns a single qualified lead. Which one you get depends almost entirely on whether you understood the shape of the return before you committed to it.
How to Run a Persona-First Content Gap Analysis With StoryMint
A persona-first content gap analysis finds the questions your audience is asking that the current search results fail to answer. That is a different exercise from the gap analysis most teams run, which finds the keywords competitors rank for and you do not. Both go by the same name. Only one of them tells you what to actually say.
Decision Frameworks Are the Content Format AI Search Rewards
A decision framework is a piece of content that walks a reader through choosing between options, scored against weighted criteria so the tradeoffs are explicit instead of implied. It is also one of the most reliably cited formats in AI search, because it answers the exact shape of question generative engines are built to resolve.
No Two AI Engines Read Your Prompt the Same Way
Type one sentence into an AI engine and it almost never searches for that sentence. It quietly rewrites your prompt into a handful of other queries you never see, runs them, reads what comes back, and hands you a single answer stitched from sources you were never shown choosing. That hidden step is where AI visibility is won or lost, and most GEO advice skips straight past it as if every engine did it the same way.
What Screaming Frog Can Really Do Once You Connect It to Claude
Most Screaming Frog tutorials stop at broken links and missing meta descriptions. That is the warm-up. The tool earns its license fee on the layer underneath, the canonical logic, the rendering gaps, the international signals, and above all the moment you stop treating the crawl as the answer and start treating it as one input among several. On enterprise sites, the real wins live where crawl data meets Semrush and Search Console.
Enterprise GEO: How to Roll Out AI Search Optimization Across a Large Site
Enterprise GEO is the practice of operationalizing generative engine optimization across a large site, so that thousands of pages, multiple teams and several markets all produce content that AI engines can cite, consistently and at scale. On a small site, GEO is a checklist you apply by hand. On an enterprise site, the same checklist applied page by page never finishes, so the work shifts from doing GEO to building the system that does GEO for you.