Practical, opinionated writing on technical SEO, AI search, analytics architecture, and the systems that make marketing compound. Written for operators, not executives.
Google's AI Overviews are changing which queries generate clicks, which generate citations, and which generate nothing at all. Here's the framework we use with enterprise clients to decide where to fight and where to yield.
The original FAQ schema rich result died quietly in 2023. But FAQ schema is suddenly back in a different game: training AI Overviews.
A practical methodology — prompt panels, sample sizes, citation tracking — for brands that want to know whether LLM SEO is actually working.
Small sites obsessing over crawl budget are solving a problem they don't have. But at enterprise scale, it's the whole ball game.
You don't need a data engineer to get GA4 event data into BigQuery. Here's the 90-minute setup we deploy with every client.
Brief generation, content QA, campaign reporting, and competitive research. Everything else is marginal. A field report from 40 enterprise deployments.
Interaction to Next Paint replaced FID as a Core Web Vital. The thresholds are harsher. The fixes are different. Here's what to do first.