Field notes from the AI search frontier.
Microsoft AI Search Guide That Google Couldn't Write
Microsoft published the AI search guide nine days before Google, and the SEO industry only paid attention to Google's. One is a marketing document. The other is a technical paper from the company that powers ChatGPT. Here is why that matters.
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Topical Authority vs Keyword Targeting: When Each Wins
Topical authority and keyword targeting are not philosophies. They are tactics, each suited to a specific stage of a site's lifecycle and a specific kind of search query. Choosing between them by ideology, instead of by context, is one of the most common ways content programs stall.
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How to Get Your Content Cited by AI Assistants
A page can be the best resource on the web by every classical metric and still get skipped because the engine could not extract a clean, self contained sentence to quote.
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Screaming Frog Finally Speaks Claude
Screaming Frog rolled out SEO Spider version 24.0, and buried under the usual quality of life updates is the feature most of the SEO community has been quietly waiting for. A native Model Context Protocol (MCP) server.
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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.
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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.
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AEO, GEO, and the Real B2B Value in AI Search
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.
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How Crawl Budget Really Gets Spent on Large Sites
Google defines crawl budget as the set of URLs that Googlebot can and wants to crawl on your site. Two forces decide that set: crawl capacity limit and crawl demand.
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Internal Linking Patterns That Compound Authority
Internal linking is one of the highest leverage SEO investments available because it costs almost nothing and compounds every time you publish. The teams that win in organic search are not the ones producing the most content; they are the ones routing the authority their content already earned to the URLs that actually pay for the work.
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A founder's playbook for vetting Indonesian B2B SEO agencies
This playbook gives you a repeatable framework for evaluating agencies. By the end, you will know which questions separate strategic partners from order-takers, how to structure engagements around commercial outcomes, and where to focus your due diligence.
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