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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.

LatestMeasurement

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.

6 min readTom Vasilev
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  1. Content
    5 min readInés Duarte

    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.

  2. AI search
    8 min readRhea Kulkarni

    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.

  3. Strategy
    6 min readTom Vasilev

    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.

  4. Search updates
    7 min readRhea Kulkarni

    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.