What we are learning as we build this
Search changes faster than anyone's documentation. These are the working notes: what moved, what we tested, and the decisions we made because of it.
Indexed is not the same as ranking, and both are not the same as working
Three checkpoints every published article should pass, the timelines to expect for each, and what to do when one stalls.
Most content briefs are keyword lists wearing a suit
What a brief has to contain before a writer, human or otherwise, can produce something that could not have been written about anyone else.
How to check whether ChatGPT actually cites your site
A manual method you can run this afternoon, plus the reasons the numbers move around more than you would expect.
We are not building a link exchange, and here is the arithmetic
Reciprocal link networks are the most requested feature we have turned down. The maths behind that decision is not complicated.
What the scaled content update actually punished
Everyone read the 2026 guidance as an attack on AI writing. Read the actual examples and a different pattern shows up.
We publish when there is something worth saying, which works out at roughly once a month. No newsletter yet.