Notes on systems, AI, and building.
Long-form thinking on turning organic search into infrastructure - and what changes when AI does the execution.
Faceted Navigation Is Quietly Eating Your Crawl Budget
Learn how faceted navigation causes crawl budget loss and duplicate indexation. Discover canonical, robots, and parameter handling setups to fix it.
Google Stores Hreflang URLs as Variants, Not Index Entries
Learn how Google treats hreflang URLs, affecting crawl and indexation behaviour. Diagnose international setups with updated knowledge.
Google Removes Rule Requiring Sites to Block Internal Search
Google has updated its documentation to remove the blanket ban on indexing internal search result pages. Discover why practitioners should still keep blocking these URLs to avoid crawl budget waste and index bloat.
Google Adds Opt-Out Toggle For AI Search
Learn about Google's new Search Console toggle and AI performance reports. Understand how to opt out of AI Overviews and AI Mode.
Reddit and AI Citations - Why Answer Engines Lean On It, and How to Show Up Honestly
Reddit is roughly 46% of Perplexity's citations and its share of Google AI Overviews grew about 450% in three months. Here is why models over-index on it, and the honest playbook for participating without astroturfing.
Schema Markup for AI Search - Which Structured Data Types Actually Earn Citations
Schema does not rank you in AI search, but it does tell answer engines exactly what your page is and which entity you are. Here is what each type does, what it cannot fix, and the order to roll it out.
llms.txt - What It Is, Whether It Actually Works, and How to Write One
A straight answer on llms.txt - what the proposal actually specifies, the evidence on whether AI crawlers read it, where it genuinely gets used today, and how to write one that earns its keep.
AI Crawlers Explained - GPTBot, ClaudeBot, PerplexityBot and Everything Else in Your Logs
A precise guide to the AI bots hitting your server - their real user-agent strings, who runs them, how to verify they are genuine, and what you actually lose when you block them.
GEO vs SEO vs AEO: What Actually Changes When Answers Replace Links
A precise definition of GEO, AEO and SEO, an honest split of what transfers from classic search and what is genuinely new, and a practical list of what to change first.
How to Get Cited by ChatGPT, Perplexity and Google AI Overviews
A technical guide to earning citations in AI answers. Covers what makes a passage quotable, the structural work that helps retrieval, the off-site signals models actually reach for, and how to measure whether any of it worked.