Notes from the work itself.
We're drafting a quarterly journal — playbooks, teardowns, and post-mortems from active engagements. No SEO listicles. No reposts of someone else's Twitter thread.
First entries publish this quarter. Leave us a note if you want the early drafts.
- AI search·Q3 2026
What AI Overviews actually pull from — we analysed 500 SERPs
A pattern-led teardown of the kinds of pages AI Overviews cite, the schema patterns they favour, and the on-page features that correlate with citation. Honest about what didn't correlate, too.
- Link building·Q3 2026
Why we don't sell DR — and what we report instead
DR is a vanity number that survived three Ahrefs algorithm changes. Here's the four-metric replacement we report on every monthly call: topical relevance, publication's cluster traffic, placement type, and indexed status.
- Technical SEO·Q3 2026
Next.js SEO checklist 2026 · app router edition
The actual checklist we run when we onboard a Next.js client. Forty-something items, half of which are framework-specific footguns. Updated when the framework changes — which it does.
- Programmatic·Q4 2026
Programmatic SEO is fine. Programmatic content isn't.
The line between scalable defensible programmatic SEO and the slop Google de-indexed in 2024. Where to draw it, how to draw it, and why most agencies get this conversation wrong.
- Measurement·Q4 2026
Forecasting SEO honestly: a model you can argue with
The forecast model we ship with every audit. Best / base / worst case grounded in the actual cluster competition. Built to be argued with on a sales call, not just nodded at.
- Field log·Q4 2026
Site migrations that didn't lose traffic · four post-mortems
Four migrations we ran in 2025–2026, with the gotchas, the pre-flight checks, and the post-launch monitoring. None of them lost traffic. The point of writing this up is to explain why.