Musings

What Google's guidance on AI search actually says when you read it as platform strategy, not publishing advice.

Stripping away the tactics, the visibility outcomes, and the theatre of recommendations — what does SEO actually mean?

A 16-step framework for the perfect AI SEO landing page just walked into a pub. Nobody asked who the human was.

How the modern web collapsed information and commerce into one surface — and what it would take to build the distinction back in.

The framework is correct. The problem is sequencing — and who goes and tells whom.

On replatforming my website, vibe-coding my first web app, and discovering that the oldest way to learn might be the most useful thing AI has given me.