Occasional writing on the things I'm thinking about, the arguments I keep having, and the work I've shipped lately. Plain-English. Opinionated. No "ultimate guides."
Fifteen years in, and I've changed my mind on where SEO engagements should start. A longer argument than the headline suggests.
Annotated, with the reasoning behind every section. Use it, copy it, improve it. Just don't pretend you invented it.
A breakdown of a real Tier 02 engagement, hour by hour. Less glamorous than the LinkedIn pitch suggests.
Why the rise of AI detection tools is a gift to anyone trying to do content well — and a problem for anyone trying to do it cheaply.
The second time I've decided I don't want to build an agency. This time I wrote down why, so I'd have it on record.
What's actually changed, what hasn't, and what's still worth doing. A lot of people are panicking. Most of them are wrong.
Most SEO strategies get killed by the product team renaming something, pivoting a positioning, or launching a new ICP. Here's how to write ones that don't.
Agents that stop earning their keep have to go. Otherwise you're running a stack that looks busy but isn't working.
The "first marketing hire" advice you've been given is wrong. Here's the shape of the role that actually works at <$5M ARR.
Not a newsletter in the modern sense — no promo content, no roundups, no "hey friend." Just the occasional essay when I've got something worth saying. Unsubscribe anytime.