The Boring Win for Core Web Vitals
If you’re still on HTTP/1.1, you’re making performance harder than it needs to be A lot of people get pulled toward the shiny stuff in SEO: the hot topics, the newest tooling, the endless debate…
Blog
Beyond the hype: what schema does in the age of AI search
I’ve been an advocate of schema for years. Not the “throw some markup on it and pray for rich snippets” version — the right use of schema: clarity, identity, and machine-readable truth. Back in 2022,…
The Messy Middle Didn’t Get Messier. It Got Harder to See.
For a long time, the “messy middle” was a useful idea for SEOs. It acknowledged something we already knew: people do not move neatly from awareness to consideration and purchase. They explore, compare, hesitate, seek…
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…
SEO and AI SEO: Stop selling it short
We are missing the true value of SEO – and AI search is about to expose that. Right now, half the industry is obsessing over how to measure citations in LLMs. Everyone is building trackers…
One Search Signal AI Hasn’t Killed Yet: Google Suggest
Google Suggest in 2026: Still One of the Most Useful Signals We Have Search has changed. We now deal with AI Overviews, LLM-powered answers, Perplexity rewriting queries, and ChatGPT Search reshaping discovery entirely. But despite…
Google’s AI Search Isn’t a Black Box Anymore
Disclaimer and shout out: All the following is based on the research of Metehan Yesilyurt who has published a far more complex article on this on his blog. This is just me breaking it down…
From Confirmation Bias to Creation Bias: How Search Shapes What We Create
We used to confirm; now we conform In the 1940s, statistician Abraham Wald faced a problem that sounds strangely familiar today.The military asked him to analyse bullet holes on planes returning from combat to decide…
Google Search vs LLM Search: Why SEO Needs to Think Beyond Pages
For more than two decades, SEO has revolved around one principle: ranking web pages in Google.But as large language models (LLMs) like ChatGPT, Claude, and Grok reshape how users find and consume information, visibility is…
The SEO Reddit Craze
It seems in every post about SEO in the times of AI search (or GEO if you want) there is a mention that Reddit is the answer to be more visible. For some time now…