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what is a seo sparring partner

What Is an SEO Sparring Partner?

TL;DR Most SEO engagements are built on an unspoken fiction: certainty. Roadmaps, frameworks, and activity create the appearance of control in a system that no longer behaves predictably. An SEO sparring partner doesn’t provide more… 

BM25 still matters in AI search

Why BM25 Still Matters in SEO and the AI Search

Every few months, someone declares the death of something fundamental. Keywords are dead.SEO is dead.Websites are dead.Apparently retrieval is dead too. Now we have AI Overviews, AI Mode, Gemini, ChatGPT search, and enough AI branding… 

What to focus on in the era of AI search

What to Focus on in the Era of AI Search

What to Focus on in the Era of AI Search Search is changing, there’s no doubt about it. The SEO world is undergoing a significant shift. But the recurring claim that “SEO is dead” couldn’t…