Fragmentation is not reach
More websites don’t create more reach. They dilute authority, clarity and investment. Every digital boundary must earn the cost of its existence.
My Blog (page 1 of 11)
SEO is the cleanup crew for organisational dysfunction
There is satisfaction in walking into a mess and leaving it less broken. But an organisation with a reliable cleanup crew has less reason to stop making the mess.
SEO vs GEO is the wrong question
Marketing is the work of shaping what the market discovers, understands and believes.
Zombie companies
Many successful companies are already dead: sustained by past profits, customer inertia and leaders who mistake stagnation for resilience.
When scrutiny becomes cheap
In an information-abundant world, the challenge was being visible. In a scrutiny-abundant world, the challenge is being inspectable.
Marketing after the fog clears
The task is no longer to persuade the market that your trade-offs do not exist, but to make those trade-offs the reason the right people choose you.
Technical debt is becoming an AI problem
The debate around llms.txt, WebMCP and other AI protocols is revealing an uncomfortable truth about how businesses handle change.
The future of the web is weirdly human
The future of the web may end up looking a lot less like documents, and a lot more like the things it's trying to describe.