Writing

Notes from the frontier of AI search.

Frameworks, breakdowns and field reports on how brands get found, cited and recommended by humans, search engines and AI.

Tooling 9 min read

The AI visibility tools landscape: an honest sense-check

There are dozens of tools claiming to measure your brand's visibility inside ChatGPT, Perplexity, Gemini and Google AI. Here's a practitioner's read of who's doing what, who's actually useful, and what no tool on the market will do for you.

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Foundations 5 min read

Entities 101: What they are and why they matter for AI visibility

Entities are the real-world things AI systems recognise — people, brands, places, products. They are not keywords. They are what keywords point to. Here's why that distinction is everything.

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