Field notes from the front line of search.
Practical, opinionated writing on AI-led SEO, local search, and web that converts. No fluff, no thinkfluencer takes.
AI SEO in 2026: What Actually Works (and What's Just Noise)
Cutting through the hype on AI search, LLM citations, and where the real ranking opportunities have moved in 2026.
Owning the Melbourne Local Pack: A 2026 Playbook
A practical, no-fluff playbook for getting your business into Google's Melbourne Local Pack — and staying there as competition tightens.
Why Your Core Web Vitals Are Costing You Leads (and How to Fix Them)
Speed and rankings are linked. So are speed and conversion. Here's where to look first when a beautiful site is quietly losing leads.
Topic Clusters: The Cheat Code for Ranking on Competitive Terms
One pillar page. Ten supporting articles. Tight internal linking. Why a single well-built cluster beats fifty one-off posts every time.
AI vs Human Writing: Why It's the Wrong Question in 2026
The teams winning at SEO content aren't picking sides. They're picking the right tool for each step of the process.
Schema Markup for Service Businesses: The Blocks That Actually Move the Needle
Most schema guides try to cover everything. For local service businesses, only a handful of JSON-LD blocks actually drive results. Here they are.
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