Notes from the new search.
Essays, breakdowns, and field notes on AI search, entity authority, and the five-anchor system. Written in plain language, posted when there’s something worth saying.
SEO is no longer just ranking. It is becoming the answer.
A field guide to the shift from ranking-based SEO to recommendation-based AI search — what changed, what stayed, and what to do about it on Monday morning.
Read the essayWhy your brand ranks on Google but disappears from ChatGPT.
The three reasons LLMs ignore your domain even when Google loves it — and how to close the gap.
The five-anchor system, explained on one page.
Visibility, Structure, Trust, Recommendation, Measurement — the short version, with what to check first.
Crawl budget is back. AI crawlers are why.
GPTBot, Google-Extended, PerplexityBot. Your crawl budget is now a multi-tenant problem.
What “answer-shaped content” actually looks like.
A side-by-side comparison: same topic, two ways. Only one gets cited by Perplexity.
A SaaS brand’s first 90 days under the framework.
From zero AI citations to a 34% share of branded answers across ChatGPT & Gemini. The receipts.
Schema for AI: what to mark up, what to drop.
The schema patterns LLMs actually pay attention to — and the ones that haven’t mattered since 2019.
How to measure AI visibility weekly without a custom dashboard.
A repeatable prompt suite + spreadsheet workflow that any team can run in under 30 minutes.
Reddit is the new long tail.
Why ChatGPT cites Reddit more than your blog — and what to do about it without being weird.
Technical SEO didn’t die. It got more important.
Everything you used to do for Google still matters — but the failure modes are now louder.
A hospitality brand earns its first AI citation.
What it took to go from “not mentioned” to “preferred answer” for a category-defining prompt.
Trust is a measurable layer now.
Wikidata, third-party mentions, author profiles — the trust signals LLMs weight, in order.
Entity-first content beats keyword-first content.
Why “what” you’re writing about now matters more than “which words” you’re writing.
The prompt audit: how to test if AI knows your brand.
A 12-prompt suite I run on every new client. You can copy it.
One bad robots.txt rule hid an e-commerce brand from Gemini.
A two-line fix recovered four months of invisibility. The audit that caught it.