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.
Google's New AI Optimization Guide Tells You How Google Works. It Does Not Tell You About AI Search.
Google's AI Optimization Guide is being read as the playbook for the entire AI search landscape. It is not. Here is what the data actually says, and why SEOs who follow Google's word as gospel keep losing visibility on the engines that matter.
How We Grew a Global Hospitality Brand's AI Search Audience by 450% in a Single Quarter
In one quarter, a global serviced residence and extended-stay hospitality client went from being a quiet challenger inside ChatGPT, Gemini, Google AI Mode, and Perplexity to a brand that AI engines actively recommend.
AI, AEO, GEO: Cutting Through the Hype to Find Real B2B SEO Value
The digital marketing industry has a habit of minting new acronyms faster than most founders can evaluate them. AI-powered search, Answer Engine Optimisation (AEO), Generative Engine Optimisation (GEO): each promises to reshape how B2B companies compete for visibility.