Resources & Insights

Perspectives & playbooks on organic search.

Two formats, one source: the blog is shorter takes — opinion, news, and analysis from the team running 200+ live SEO programs. Playbooks are the long-form documented campaigns behind the wins.

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Blog

Shorter takes — opinion, news, analysis.

Where playbooks document what we did, the blog covers what we think — fast reactions to algorithm updates, industry shifts, and the SEO conversations worth having.

6 posts

News & Analysis 5 min read

Google's March 2026 core update: what we're seeing across 200+ sites

Three weeks in, here's the early signal pattern from our portfolio: helpful-content sites holding, AI-generated thin content tanking, and an unexpected boost for product-review depth.

Opinion 6 min read

Why we still don't believe in AI-generated SEO content

Half the agency world is shipping ChatGPT drafts at scale. We've watched 30+ clients try it. Here's what the data shows about ranking durability and helpful-content classifier hits.

News 4 min read

Reddit just rate-limited LLM scrapers. Here's what changes for AEO.

Anthropic, OpenAI, and Perplexity are now paying for Reddit access. The implications for answer-engine optimization are bigger than most teams have priced in.

Opinion 7 min read

The case against "topical authority" as a north-star metric

Every SEO tool sells a "topical authority score." We've never used one to make a real call. Here's why the metric is mostly vibes — and what to track instead.

AI Search Data 8 min read

What ChatGPT-5 means for AEO: early visibility data

Citation tracking on 12 client portfolios shows ChatGPT-5 is more conservative with brand mentions — and rewards Wikipedia entity work more heavily than -4. The shift, in numbers.

Strategy 6 min read

Why your CMO doesn't trust your SEO reports (and how to fix it)

If your monthly deck still leads with "organic sessions," here's the three-line revenue framework that makes SEO show up in the board deck — not get cut from it.

Playbooks

Documented campaigns, start to finish.

Long-form. Every post pairs a specific problem with a campaign Version has run — with numbers, timelines, and the exact move set that moved the needle.

6 playbooks

AI SEO · AEO / GEO 5 min read

How we got Luma Nutrition cited by all 4 major AI engines in 5 weeks

The exact seeding sequence — listicle placements, Reddit comments, Wikipedia entity work, schema — and the timing that flipped ChatGPT, Perplexity, Claude, and Gemini in parallel.

Amazon SEO · Google-to-Amazon 5 min read

One ASIN, 30,000 clicks/mo from Google: the Nutricost nitric-oxide playbook

22-month breakdown of the external-link stack, editorial content ecosystem, and ranking-stability tactics that built a single ASIN into a Google-sourced revenue engine.

DTC SEO · Shopify 4 min read

Post-Helpful-Content: what still works for Shopify stores

Our 9-point engagement framework for DTC stores — and why "thin content" was never the real problem Google was solving for in the March 2024 rewrite.

Supplement SEO 4 min read

Ranking for ingredient keywords: how challenger brands beat incumbents

Why private-label and emerging supplement brands win on long-tail ingredient terms — and the backlink math that gets them to page 1 in 90 days.

Home Services SEO 5 min read

Multi-metro local SEO: the Alta Pest Control Dallas / San Antonio run

How to win two competitive local SERPs in parallel when one market has domain authority and the other is starting from zero.

SaaS SEO 4 min read

Buyer-intent keywords vs. vanity traffic: the Oberlo case

10,000+ paid Shopify signups in 6 months — the keyword prioritization framework that made organic the #1 acquisition channel during peak dropshipping competition.

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