Now — Dog on the Table

Building

Mid-build on this site, in fact. Ditched a six-year-old WordPress placeholder for an Eleventy static stack with a working blog pipeline behind it. Quiet brag: it took about a day to build and deploy, and it's already faster and more SEO-legible than 90% of the SEO consultant sites I've audited this year. Eat your own dog food.

Also in the workshop: extending my LLM brand visibility audit methodology to cover Google AI Overviews citation tracking more rigorously. The interesting question right now isn't "does AI know about my client?" — it's "when AI cites the answer, who gets the link?". That's where the meaningful traffic of the next 24 months is decided.

Reading

A short, biased list:

Anything Ben Goodman publishes on AEO/GEO — particularly the work on entity disambiguation. Most useful corrective to the "AEO is just SEO with a sticker" hype.
Itamar Blauer's semantic SEO writing — proper rigour on entity-first thinking.
Bryan Casey's Substack on AI search policy — for the regulatory weather, especially around UK/EU.
Latent Space podcast — I don't always love it, but it's the closest thing to a research-frontier scan I can keep up with on a dog walk.
Pedro Matias's recent piece on LLM SEO hype — the anti-doomerism take I keep coming back to.

Thinking about

How small the gap is, right now, between "I have a working agent stack" and "I have an LLM-visible brand". Most of my consulting hours go on the first half of that journey for clients. The interesting work is recognising they're the same project.

Also: how unusable most "AI strategy" decks are. There's a real opportunity for someone to write the practical, opinionated counter — what to actually build, in what order, with what budget. The kind of thing a CMO could hand to a CTO without losing them.

Watching

The shape of Google's AI Overviews monetisation experiments in the US — they're already shifting which CTR cohorts get traffic.
Perplexity Pages / Comet — Perplexity is doing more interesting product work than it gets credit for, and the page-publishing angle has GEO implications people are sleeping on.
Anthropic's Skills API — for the agent-tooling side. The next plateau of agent capability is mostly about better composability, not better models.

Where I'm spending too much time

Tuning. Both site-tuning (you should see what the canvas in the hero used to look like) and tuning my agent stack — adjusting prompts, swapping models, watching for drift. Useful, but I notice when a Tuesday afternoon disappears into it.

Open offer

If you've got a brand and you're wondering what AI actually says about you right now — I'll run a sample query against four major LLMs and send you back the raw output, no commitment. It's quick. It's free. It's a strong indicator of whether we should talk.