Insights
Topic clusters
Frameworks, services and lab builds, organised by the topics we go deep on. Browse a cluster to see how the pieces connect.
Measurement & Attribution
Joining what the team does to what the site does, attribution that survives a CFO conversation.
Search and AI visibility only earns budget when it can be tied to outcomes a CFO will accept. This cluster is about honest measurement, separating what the team did from what the market and the algorithm did, and building systems that improve against a defined metric rather than a vanity number.
Competitor & Opportunity Analysis
Two connected analyses: an opportunity gap that sizes the organic prize available to you in revenue terms, and a competitor benchmark across organic, paid and social that shows exactly where you are losing ground and what to fix first.
Site Performance OS
A four-layer operating system that captures every task (input), measures every metric (output) and joins them through an attribution model that survives a CFO conversation, closing the gap that gets agencies fired when the algorithm gives or takes.
The Site Performance Operating System
A four-layer methodology for linking marketing activity to measurable site performance: capture the inputs (every task), measure the outputs (every metric), join them through attribution windows, and surface all three on a cadence, so value is provable rather than asserted.
The Agentic OS
The Agentic OS turns an LLM assistant from a passive question-answerer into an active operating system by codifying work into a four-layer hierarchy: Domains, Tasks, Skills and Automations. Codifying behaviours into repeatable Skills, rather than running them ad hoc, makes the model a reliable team member rather than a slot machine.
The Auto-Research Loop
An autonomous optimisation loop where an AI agent iterates on a single target, a prompt, module or Skill, to maximise a scalar metric computed by an automated evaluator. Hypothesise, modify, evaluate, keep if better else reset, repeat. The binding constraint is not the loop; it is knowing what to measure.
Domain Gap Alert
A lightweight hook: enter a seed term, the tool pulls related search terms, checks whether your domain ranks for any, and if it does not, generates an alert, "you are invisible for these terms, here is the cost of that." It quantifies the gap rather than asking a prospect to trust that search matters.
The field notes
Frameworks, builds and what is changing in AI search.
Sent occasionally, never noise. The thinking behind the work, and the experiments before they ship.
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