Thoughts on SEOAEO
Field notes on SEO, AEO, and growth. Sharing strategy, systems, and the experiments behind growing websites. Built from a decade of getting found, and getting clicks that actually convert.
Search isn’t what it was last year.
AI rewrote how people discover, evaluate, and trust the things they read.
Ranking on Google still matters. But getting cited by ChatGPT, surfaced by Perplexity, and trusted by Gemini matters now too.
The sites that compound aren’t louder. They’re built for crawlers and the models reading on top of them.
That’s the work. Field notes from a decade of getting indexed, getting cited, and getting clicks that actually convert.
Guides
Start readingTwo cornerstone guides and a library of skills. The structured path through getting found by search engines and the models reading on top of them.
Guide to SEO
How search engines work, how content gets indexed and cited, and how AI answer engines surface what users actually read.
Guide to AEO
The map for answer engine optimization: the technical layer, content that gets cited, and where models look off your own site.
Writing
All of these are my own thoughts. I might be wrong (in fact, I most likely am).
How to enable the Lighthouse Agentic Browsing report and read every check
Chrome's Lighthouse now grades your site for AI agents. Run it and four of the six audits do not even apply, leaving two checks you already owed human users.
Google's AI Optimization Guide is the fourth verse of the same song
Google's AI Optimization Guide reads as the fourth verse of a song the company has been singing for twenty years, publicly minimize the thing that turns out to matter.
SEO outgrew the SEO team
The 2018 SEO role taxonomy is dead. Hire builders who ship schema, write for Reddit, and analyze logs themselves.
Projects
- Since 2026Partner & OperationsHaide Digital
Organic growth for SaaS, B2B, and eCommerce. SEO, AEO, and the engineering.
- Since Dec 2021Growth, SEO, and AI LeadEnhancv
Leading growth, SEO, and AI search across the resume builder. Strategy and the landing-page architecture behind it.
- Since Apr 2020PartnerOnload Agency
Strategy and landing pages for clients worldwide. Long-running partner work, six years and counting.
- 2017 – 2021Content StrategistFantastic Services, London
Four and a half years across blog and content strategy. The years that taught the rest.
Start with the fundamentals, then go as deep as the work needs.