Blog
Notes on systems, AI, and building.
Long-form thinking on turning organic search into infrastructure — and what changes when AI does the execution.
Systems
Organic as infrastructure, not a campaign
Why the teams that win treat search like a platform they own — and how to start building yours.
Jun 8, 2026 · 7 min readRead →
AI
The prompt is the new keyword research
Keyword research never went away — it changed shape. A field guide to research in an LLM-first workflow.
May 30, 2026 · 6 min readRead →
Automation
I replaced my content brief with an agent
Four weeks of letting an agent write the brief. What it nailed, what it broke, and what I kept.
May 21, 2026 · 9 min readRead →
Measurement
Attribution is a story — make it a true one
Most attribution models are narratives dressed as math. How to build one your gut and your CFO both trust.
May 12, 2026 · 8 min readRead →
Building in public
What shipped, what failed: month one
A transparent log of the first month building AI tools in the open — including the parts that did not work.
May 2, 2026 · 5 min readRead →
SEO
Internal links are an embedding problem
Stop maintaining link rules by hand. Connect pages by meaning and let the structure emerge.
Apr 24, 2026 · 6 min readRead →