Writing
Thoughts
Practical notes on SEO, AI search, building tools, and leading teams. Just the stuff I've actually found to work.
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Share of voice is moving into the answer box
AI search doesn't rank ten blue links, it synthesises one answer. Here's how I think about winning visibility when the SERP becomes a sentence.
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Build the boring tool that saves time
The most useful SEO tools aren't clever. They remove a repetitive, error-prone task you do regularly. Here's how I decide what to build.
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