Notes on AI search,
B2B, and the
boring fundamentals.

A working log. Essays, playbooks, audits-in-public, and the occasional chart I couldn't get out of my head.

Featured.

Jun 2026 · Playbook · 14 min read

The B2B GEO roadmap I'd build if I started today.

Four phases from baseline to compounding: entity foundation, source surface, content that gets retrieved, and the flywheel that keeps it working. Opinionated, prioritised, and honest about the timeline.

GEO Strategy B2B SaaS

How AI Search Works · Complete Series

The mechanics behind every AI answer.

Most AI search advice skips the infrastructure that decides who gets cited. This series covers the full stack: from how transformers work to how Perplexity, ChatGPT and Google AIO rank sources, so you can make decisions that hold up as the platforms shift.

Platforms covered

Read the series →

Everything.

The B2B GEO roadmap I'd build if I started today.

Four phases, one prioritisation matrix, zero guesswork.

How to measure AI search ROI when there's no click to track.

Four signals that hold up without last-click attribution.

Why your Knowledge Panel is doing more SEO work than your homepage.

The five-step audit I run before anything else.

Why "AI SEO" advice on LinkedIn is mostly wrong.

Theatre vs. work. A field guide.

Citation share is the new keyword ranking.

Why the metric you report is about to change.

Entity coverage maps: a working template.

How I scope what models know, and don't, about a brand.

The B2B IA mistakes that quietly kill organic.

Three template-level fixes most teams miss.

When to merge, when to kill: a content portfolio decision tree.

For the team staring at 8,000 URLs.

Source-worthiness, explained for SEO teams.

The off-site work that compounds in LLM citations.

Going independent after a VP seat. The part nobody writes about.

A personal one. Not a playbook.

A 2026 prediction list I'd bet money on.

Five hills I'm willing to die on. Probably.

Attention Is All You Need: The Google Paper That Accidentally Ended Google's Search Monopoly.

The 2017 transformer paper and why it matters now.

How Large Language Models Actually Work: Tokens, Context Windows, and Why Your Content Gets Ignored.

What's happening inside the model when it reads your page.

What Is RAG: the Only Thing That Matters for AI Search.

Retrieval-augmented generation, explained without the hype.

The AI Search Race: ChatGPT, Gemini, Claude, Copilot, and Perplexity. A Technical Timeline.

How five different architectures approach the same retrieval problem.

How Google AI Overviews and AI Mode Actually Work: Why Your SEO Rankings Don't Guarantee AI Visibility.

The gap between organic rank and AI citation, explained.

How to Be Surfaced in AI Search: What Google, Microsoft, Anthropic, OpenAI, and Perplexity's Own Documentation Actually Says.

First-party guidance, synthesised and made actionable.

Why the Bing AI Performance Report Is the Most Underused Tool in GEO.

Series · Follow-on 1

The only first-party citation dashboard in AI search, and almost nobody is using it.

The GEO Documentation Gap: Why Three Platforms Haven't Told You How to Rank in Their Systems.

Series · Follow-on 2

Understanding why is more useful than waiting for guides that may never arrive.

Constitutional AI vs RLHF: Why the Alignment Method Affects What Gets Cited.

Series · Follow-on 3

ChatGPT and Claude are aligned differently. At the margin, that difference matters.

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