For Immediate Release
AI Search Reports Are Selling Certainty the Industry Doesn’t Have.
My mother used to say, "When in doubt, don't". Be careful what you read. Be extra careful what you believe.
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Field Notes / Organic Search
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Briefings from 31 years on the front lines of organic search. We read the fine print so you don't have to.
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- AI Search Measurement
Certainty For Sale.
I read all 38 pages of Similarweb's 2026 AI search report so you wouldn't have to. The summary doesn't match the charts, one headline number changed after publication with no note, and the only advice worth taking came from a guest. Here's what's actually in there.
Read → - Content Strategy
The 91% Lie
A client wanted to bolt a borrowed statistic onto his homepage. It claims people pick businesses on culture, not cost. The reports it cites say the opposite, and repeating it now carries a penalty that didn't exist a year ago.
Read → - White Paper
When Google Cries Wolf
A single automated email spooked a client whose site was doing everything right. Here is what really happened, and what that false alarm quietly reveals about the game being played.
Read → - White Paper
Wolf. Wolf. Wolf. Wolf.
One false alarm was a coincidence. Four of them, arriving on a loop, is a business model. Here are the other notices that scare healthy sites, and the same quiet incentive humming behind every one.
Read → - Press Release
"Google Killed The Internet." A 30-Year Veteran Has The Receipts.
New book "Scroogled: How Google Killed the Internet and How You Can Win" turns 23 years of client records into a case against paid search and is now available on Amazon.
Read → - Content Governance
Content Drift and The Spine.
Nobody wakes up and decides to rot their own website. They just keep publishing, stop looking back, and let the rot do the deciding for them. Here is how it happens, and the boring discipline that stops it.
Read → - SEO Scientific
Prompt and Pray.
The industry just handed you eleven magic spells and told you you're a wizard now. Here's what actually happens when a busy owner casts them alone, and why the spell was never the hard part.
Read → - SEO Scientific
We Turn Over The Rocks.
The industry loves to hand you a checklist and a dashboard login, then call that a service. We read the same list, and then we go do it. Here's the work nobody wants to actually perform, and why we perform all of it.
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