Insights
Insights on AI Search, SEO & Performance Marketing
Practical, specific writing — not generic listicles. Updated as the AI search and advertising landscape keeps shifting.
Latest
AI Search & GEO
Does GEO Need a Special AI File? What Google Actually Says
There's no llms.txt, no secret schema type, and no hidden meta tag that guarantees AI Overviews visibility. Here's what actually works instead.
15 January 2026
AI Search & GEO
How to Rank in ChatGPT, Gemini and Perplexity (Not Just Google)
ChatGPT, Gemini and Perplexity don't source information the same way. Treating them as one channel is the most common mistake in AI search strategy.
22 January 2026
Google Ads
AI Max for Search vs. Performance Max: What's the Difference?
They're both AI-driven Google Ads features, but they solve different problems. Confusing the two leads to the wrong campaign structure.
3 February 2026
Conversion Optimization
The Conversion Tracking Audit Checklist I Run on Every New Account
Before touching a single bid or budget, I check whether the tracking data is even trustworthy. Here's the checklist.
14 February 2026
SEO
Entity SEO Explained: Why 'Who You Are' Matters More Than Keywords Now
Search engines and AI systems increasingly care less about which exact words are on your page, and more about whether they know who you are.
25 February 2026
Roofing Marketing
How Much Should a Roofing Company Spend on Marketing?
There's no universal percentage-of-revenue rule that works for roofing. Budget should be set from lead value and local competition instead.
5 March 2026
Ready to Turn Digital Visibility Into Business Growth?
Start with a clear-eyed look at where your business stands today — across search, AI discovery, paid media and conversion.