The archive
Everything we've published, newest first.
GEO is sold as a new discipline with new deliverables. The controlled research points somewhere less exciting: specific, verifiable, well-referenced writing. Here's what holds up and what doesn't.
llms.txt is pitched as the robots.txt of the AI era. Google says it ignores the file, and a 137,000-site study found 97% of them are never requested. Here's what the evidence shows and when it is still worth shipping.
AI Overviews are the AI-written summaries at the top of Google results. Here's the retrieval process behind them, what the click-through data actually shows, and the controls you really have.
AI bots split into three jobs — training, answer indexing, and fetching a page a user asked about — and blocking the wrong one costs you citations. A reference table and a robots.txt policy you can defend.
Good alt text is a small craft with an outsized impact — on accessibility, on SEO, and on the moments when an image simply fails to load.
Most weekly reviews die after a month because they are too long and too vague. Here is a 20-minute version built to survive a busy week.
Visitors decide whether they trust a site in seconds, mostly on how it looks. Here are the research-backed signals that build credibility — and a checklist to audit your own site.
You can ship fast, relevant search on the database you already run. Here's how tsvector, GIN indexes, and ranking fit together in real projects.
In March 2024, Interaction to Next Paint replaced First Input Delay as a Core Web Vital. Here's what INP measures, the thresholds that matter, and how to fix a slow score.
Largest Contentful Paint should be 2.5 seconds or less. Here's what LCP measures, the four parts a slow score breaks into, and the fixes that actually move it.
The gap between a mediocre AI answer and a great one is usually the prompt, not the model. Here's a practical framework — task, context, examples, format — with a before-and-after you can copy.
A good CLS is 0.1 or less. Here's what causes the page to jump while it loads — images, ads, fonts, injected content — and how to hold everything in place.