Insights · Short reads
What we think, weekly
AI search
AI Overviews killed the snippet, not search
Why the doom-take on AI Overviews is wrong, and what actually changed for organic traffic.
4 min readAEO
The llms.txt debate is noise
Whether Google honours llms.txt isn't the right question. The right question: what do you publish on yours?
3 min readpricing
Why we stopped pitching 12-month SEO retainers
And what replaced them.
5 min readschema
Schema doesn't rank, but rich results do
Google has been consistent on this for five years. Most SEOs still misread it.
3 min readCore Web Vitals
The Core Web Vitals failures nobody talks about
INP is the new failure mode. Most sites haven't noticed.
4 min readprogrammatic SEO
Programmatic SEO is not spam
The 'thin content' panic is overcorrected. Here's the line.
5 min readarchitecture
The three-clicks-to-everything rule
Crawl depth is a real ranking factor, even though Google denies it.
3 min readinternational SEO
You are not too small for international SEO
Hreflang isn't an enterprise problem. Most SMEs leave 30% of their addressable market on the table.
4 min readAEO
AI-search referral traffic is real but small
We've measured. Here's the number.
4 min readCMS
The real cost of a bad CMS choice
We've migrated 40+ sites off WordPress, Wix, and Webflow. The pattern is consistent.
5 min read