Insights

Notes from the growth lab.

What we're learning at the intersection of engineering, search and AI-driven discovery — written for operators, not algorithms.

GEOSEOAI Search

GEO vs SEO: Why Ranking #1 on Google Is Only Half the Battle

Your buyers increasingly ask ChatGPT and Perplexity before they ever open a search results page. If your brand isn't in the answer, the click you won doesn't matter. Here's how generative engine optimization actually works.

June 18, 2026 • 6 min read

Web PerformanceCROEngineering

Core Web Vitals Are a Marketing Metric Now

Page speed stopped being an engineering vanity metric years ago. Today it moves your ad costs, your rankings and your conversion rate simultaneously — which makes it the cheapest growth lever most companies ignore.

May 27, 2026 • 5 min read

Entity SEOGEOBrand

Entity SEO: How AI Engines Decide Which Brands to Recommend

Keywords tell search engines what a page is about. Entities tell them who you are. As AI answers replace ten blue links, being a well-defined entity is the difference between being recommended and being invisible.

April 30, 2026 • 7 min read

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