Notes

Thinking out loud.

One stream, no schedule. I publish when I have something to say, usually about search, sometimes about the industry, occasionally about finding my way into it.

• What Changes for SEO Every Time a New Frontier Model Ships

  A lab ships a new model, my feed loses its mind for three days, and I make coffee and wait before changing anything.

  July 1, 2026

• How Different AI Models Handle the Same Marketing Task (What Benchmarks Show)

  What crowd-voted benchmarks show about handing three models the same task.

  June 12, 2026

• What Actually Gets You Cited in AI Answers (What the Research Says)

  What the GEO research says actually gets a page cited, and what does nothing.

  June 5, 2026

• How AI Assistants Decide Who Is 'the Best'

  Assistants name the most quotable business, not the best one. What the research shows.

  May 20, 2026

• My Rules for Working With AI (So It Doesn't Write Like AI)

  I use AI every day. These are the guardrails that keep the output from sounding like everyone else's.

  May 12, 2026

• Does Google Rank AI-Made Video? What We Actually Know

  Google's own documents on whether AI origin hurts video ranking, read plainly.

  April 22, 2026

• The Assistant Recommended My Competitor

  An AI named someone else for a query I should own. Here's the forensic path back.

  April 8, 2026

• Faceless, Voiceless, Effortless: Why Most AI Video Marketing Fails Anyway

  The pitch says the button makes the videos. Making the video was never the bottleneck.

  March 5, 2026

• Turning Writing Into Video With AI: What the Tools Can and Can't Do

  AI video is good at production and weak at intention. What the tools can and can't do.

  February 18, 2026

• I've Watched Traffic Die Three Times

  HCU, AI Overviews, chatbots. Three waves, and what each one actually did to sites I run.

  January 15, 2026

• I'm an SEO Learning AI Video, and It's Humbling

  My first AI video had a man with six fingers pointing at a product that changed shape between shots.

  December 11, 2025

• How Indonesians Ask AI vs How They Google

  The same need, phrased two ways: once for the search box, once for the assistant.

  November 6, 2025

• What I Check in an SEO Audit Now That Didn't Exist in 2023

  My audit template grew a new tab, and the things on it would have sounded like science fiction two years ago.

  September 30, 2025

• Schema Was Boring for Ten Years. Suddenly It Isn't.

  The vegetable of SEO nobody wanted to eat is suddenly the thing machines read first.

  August 20, 2025

• How to Become the Answer, Not the Result

  The goal used to be ranking. Now it's being the sentence the assistant says back.

  July 9, 2025

• The Internet Stopped Needing Visitors

  What happens to marketing when AI reads the websites so people don't have to?

  June 24, 2025

• GEO Is 80% SEO. The Other 20% Is Why I'm Writing This

  Most of the new acronym is the old craft. The small part that's actually new is the interesting part.

  April 15, 2025

• Your Next Customer Never Visited Your Website (What the Data Shows)

  Most searches send no click and more sales start in a chatbot. What the data shows.

  March 10, 2025

• My Mom, ChatGPT, and the Question That Broke My Job Description

  The day my mom asked ChatGPT instead of Google, and what it did to my job description.

  February 20, 2025

• Zero-Click Was a Warning. Zero-Visit Is the Sequel.

  For a decade, searches quietly stopped sending clicks. The next step removes the visit entirely.

  January 16, 2025

• The Funnel Is Now a Conversation

  The funnel imagined people as liquid you pour in and squeeze out. A conversation is a kinder, truer picture now.

  December 3, 2024

• What Still Can't Be Automated (I Keep a List)

  A running list of the parts of my job AI can't do yet. I update it when reality moves the line.

  October 8, 2024

• The New Customer Journey Has No Middle

  The funnel had a fat middle where people compared and weighed. A chat can skip it entirely.

  August 14, 2024

• How AI Decides Who to Recommend, Explained Gently

  What actually happens when an AI answer picks one source over another. No jargon.

  June 18, 2024

• What Global SEO Doesn't See About Indonesia

  The Southeast Asian search story almost no one writes in English.

  March 14, 2024

• What I Told Clients in 2023 That Turned Out Wrong (and Right)

  A graded report card on my own 2023 advice, misses included, because the misses are the interesting part.

  December 15, 2023

• Suddenly, Reddit Everywhere

  Search results filled up with Reddit threads almost overnight, and it told you exactly how much Google trusted the rest of its own index.

  October 20, 2023

• The September That Broke a Thousand Blogs

  The Helpful Content Update hit, and one of my own sites went from about 110,000 visitors a month to about 23,000. Here's the honest version.

  September 25, 2023

• July 1, 2023: RIP Universal Analytics

  The day Universal Analytics stopped collecting data, and the migration scramble it forced across every account I run.

  July 1, 2023

• The 3 A.M. Version of This Job

  I'm a marketer by training. I also spent a couple of years fixing networks at 3 a.m. Both show up in how I work.

  June 12, 2023

• SGE: The Announcement That Made Every SEO Update Their CV

  Google I/O 2023 shows AI answers inside search, and half the industry quietly panics. Here's what I got right and wrong.

  May 12, 2023

• E-E-A-T: The Extra E Was for 'Experience' (How Convenient)

  Google added one letter to its quality guidelines and it turned out to be the entire thesis of the next three years.

  April 18, 2023

• The Month Everyone Became a Prompt Engineer

  GPT-4 lands, the content flood starts, and every client asks the same question I had to learn to answer.

  March 16, 2023

• February 2023: Bard's $100 Billion Typo

  One wrong fact in a promo, about a hundred billion gone in a day, and a giant that was clearly scared.

  February 10, 2023

• November 30, 2022: The Day I Didn't Notice

  The most important day in my industry passed, and I did not feel a thing.

  December 2, 2022

• The Web3 Marketing Gold Rush I Sat Out

  Everyone was pivoting to Web3 marketing. I kept working the boring channels. Then November happened.

  November 14, 2022

• The Year I Became a Boss on Paper

  I incorporated a company this year. The title changed. The work mostly did not.

  October 15, 2022

• Teaching SEO While SEO Was About to Change

  I graded my 2022 SEO slides against 2026. Some held up. Some really did not.

  September 20, 2022

• The Update That Told Us to Be Helpful (Before We Knew What Was Coming)

  Google's gentlest warning shot, back when we still thought it was the big one.

  August 25, 2022

• When Indonesia Blocked PayPal and Steam

  For one weekend, half the internet I relied on stopped working, and it taught me something.

  July 30, 2022

• TikTok Ate the Restaurant Search

  Google said young people find lunch on TikTok now. In Indonesia that was already old news.

  July 12, 2022

• GA4: The Two-Year Goodbye

  Sixteen months of warning, and we all migrated in the last four weeks anyway.

  March 16, 2022