SEO Didn't Die. It Lost Its Axis.
How AI search broke the mechanics brands relied on—and what actually determines visibility now.
• GEO • 4 min read
Insights
Blog
Essays and breakdowns on the post-search web, Generative Engine Optimization (GEO), and how brands actually show up inside AI answers.
What LLMs Actually Read When They Answer a Query
LLMs don't read the internet like humans. Understanding what they actually consume is the difference between guessing at visibility and engineering it.
• Strategy • 6 min read
Why AI Search Is a Black Box (and Why That's Not New)
The uncomfortable truth: search was always a black box. The only thing that changed is that it stopped pretending to be clear.
• Strategy • 6 min read