Search engine optimization in the AI-search era. Technical, content, link-building — the playbook that still works after the Helpful Content Update.
22 essays tagged seo
Most sites let old posts quietly rot instead of auditing them. The three signals that flag a decaying page, the quarterly pull that finds them, and the refresh-consolidate-retire decision tree we run against our own archive.
PLAYBOOKMost marketing teams burn months on A/B tests that can't reach significance because the sample size is too small. The honest framework for deciding what to test, what to skip, and the 2026 benchmark numbers most teams overestimate.
CONTENTMost content teams are over-indexed on creation and under-indexed on distribution. In 2026 there are four distribution channels — owned, earned, paid, and AI engines — and teams that build for all four see 3–4x the content-to-pipeline conversion of teams that only build for three.
GEOGEO and SEO optimize for different moments — one for the click, one for the citation. Here's exactly where they diverge, where they overlap, and how to tell which one your traffic problem actually needs.
VIDEOYouTube now shows up in roughly 30% of Google AI Overviews and outcites every other video platform combined — but AI engines don't reward views, likes, or subscribers. Here's what they reward instead, and how to structure a video to get cited.
GEOGEO is how you get cited inside ChatGPT, Perplexity, Gemini, and Google AI Overviews. This is the complete operating manual: how citation works, what to change on your site, and how to measure it — with no overlap with classic SEO fluff.
GEOAEO is the engineering side of getting into AI answers: entities, structured data, and Q&A formatting that make your content machine-readable. The technical companion to GEO, with the schema and entity work spelled out.
B2BDemand generation is not lead generation. It's the practice of creating the conditions for qualified buyers to find you, believe you, and raise their hands — before they ever talk to Sales. Here's the channel mix, the content architecture, and the measurement model that survives a CFO review.
SEOMost Google searches now end without a single click. This is the playbook for converting visibility into influence — and influence into pipeline — in an era when the answer IS the result.