Short notes on the systems.
Each one is an argument about one part of the stack, with the numbers we have to back it.
Nov 2025Search
Answer engines: what changes when the result is a sentence
Google's AI Overviews, ChatGPT and Perplexity answer in prose and cite a few sources. Getting cited is the same discipline as ranking, applied more carefully.
Oct 2025Search
Local search, as a system
Business profile, service pages, market pages, citations and reviews. Five parts, one structure, and a report that says which market produced the job.
Sep 2025Paid media
Google or Meta: intent decides, attribution settles it
Search reaches the buyer who is already looking. Social reaches the one who is not yet. Which to fund is a question the CRM answers, not the platform.
Aug 2025Website
Speed is a conversion setting
Every second of load time costs leads, and most company sites are carrying seconds they do not need. What a fast site is, and how to check yours.
Jul 2025Automation
What to automate first
Instant response, the follow-up sequence, the review request, the reminder. In that order, from the CRM, and each one pays for the next.
Jun 2025Reputation
Reviews, routed
The review is the highest-trust asset a company has. Asking for it well, from the job, to the right place, is a system, and the rules are simple.
May 2025Search
Multi-location search: one system, every branch
A company with several locations has several search results and one report to reconcile them. The structure that makes both work, and the routing beneath it.