Insights
Field notes on search and generative engine optimization — written from live campaigns across eCommerce, SaaS and B2B. What moved, what didn't, and what the numbers actually said.
The Feed / 2026
On Publishing
Published When There Is Something To Report
Most SEO writing exists to fill a calendar. These essays get written when a campaign produces a result worth explaining — including the ones that moved the wrong way, which are usually the more useful read.
Every figure carries a baseline and a timeframe. A percentage without either is not a result, it is a decoration. Where a number came from a client account it is anonymised, and where something failed it is reported as a failure.
If a month passes with nothing new to say, nothing gets published.