Insights

Essays on the post-search web — what these systems actually read, why the box stopped giving feedback, and what it now takes to be the source a model names.

Essays: 05
Series: 02
Latest: 07 Mar 2026
Feed: RSS

GEO07 Mar 20264 min

SEO Didn't Die. It Lost Its Axis.

SEO isn't dead — the axis it optimised around is gone. AI search replaced ranking with synthesis, and visibility now turns on entity clarity and citations.

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The index

04 more

GEO Fundamentals Series03

What LLMs Actually Read When They Answer a QueryStrategy07 Mar 20266 min
Your Brand Exists in Two Realities. Most Marketers Only Know One.GEO07 Mar 20267 min
Why AI Search Is a Black Box (and Why That's Not New)Strategy19 Jan 20266 min

AI Advertising Series01

ChatGPT Ads: the facts, the risks, and what actually changesChatGPT Ads30 Jan 20265 min

Every essay here argues a version of the same thing. Three free tools measure it on your own site — crawler access, extractability, and a drafted llms.txt.