Shorter takes — opinion, news, analysis.
Where playbooks document what we did, the blog covers what we think — fast reactions to algorithm updates, industry shifts, and the SEO conversations worth having.
Google's March 2026 core update: what we're seeing across 200+ sites
Three weeks in, here's the early signal pattern from our portfolio: helpful-content sites holding, AI-generated thin content tanking, and an unexpected boost for product-review depth.
Why we still don't believe in AI-generated SEO content
Half the agency world is shipping ChatGPT drafts at scale. We've watched 30+ clients try it. Here's what the data shows about ranking durability and helpful-content classifier hits.
Reddit just rate-limited LLM scrapers. Here's what changes for AEO.
Anthropic, OpenAI, and Perplexity are now paying for Reddit access. The implications for answer-engine optimization are bigger than most teams have priced in.
The case against "topical authority" as a north-star metric
Every SEO tool sells a "topical authority score." We've never used one to make a real call. Here's why the metric is mostly vibes — and what to track instead.
What ChatGPT-5 means for AEO: early visibility data
Citation tracking on 12 client portfolios shows ChatGPT-5 is more conservative with brand mentions — and rewards Wikipedia entity work more heavily than -4. The shift, in numbers.
Why your CMO doesn't trust your SEO reports (and how to fix it)
If your monthly deck still leads with "organic sessions," here's the three-line revenue framework that makes SEO show up in the board deck — not get cut from it.