Notes
Writing on brand strategy, identity, and web design for startups — what things cost, what's included, and how we think about the work.
-
0/3 — Search is splitting into three. Here's how to keep up.
Search is quietly separating into three places customers look — a map of nearby businesses, a direct answer read back to them, and an AI-written response that cites its sources. Here's the shape of it.
Read -
1/3 — Local SEO: winning the map
The map pack is built almost entirely from Google Business Profiles, not websites. Getting your profile right, earning steady reviews, and keeping your details consistent is most of the work — and the fastest-returning corner of search.
Read -
2/3 — AEO: getting picked as the answer
More searches return one direct answer at the top of the page instead of a list of links. Answer engine optimisation is the work of becoming the source that answer comes from — writing content that answers a question clearly and immediately.
Read -
3/3 — GEO: showing up inside AI answers
When someone asks ChatGPT, Perplexity, or Google's AI Overviews a question, they get an answer that cites a few trusted sources. Generative engine optimisation is the work of becoming one of those cited sources.
Read
We respond within hours
