THINKING
I write about search, content, and the web
—what's actually changing, what was always true, and what most people are getting wrong. Not takes for the algorithm. Just things I've been thinking about long enough to put in writing.
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The internet got what it deserved. Here's how we fix it.
AI search doesn't make things up for fun. It's doing its best with what we gave it. And what we gave it was a web built for bots, not people. Here's why that's partly our fault—and what building it right actually looks like.
What intent-driven content actually means (and why most B2B SaaS gets it backwards)
Coming next
AEO, GEO, and the alphabet soup of AI search — a working definition
In progress