Latest posts
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Why I’ve stopped talking about ranking factors (and you should too)
“Ranking factors” is the wrong mental model for SEO in 2026, and Google’s own people have been saying so for years. This post makes the case for ditching the checklist…
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What is GEO? (And what does GEO mean in the context of AI?)
GEO stands for Generative Engine Optimization: the practice of optimising content for AI-driven search tools like ChatGPT and Google’s AI Overviews. But is it truly new, or simply SEO evolving?…
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The editor’s eye: when something is ‘fine’ but still wrong
In publishing, ‘fine’ can be a dangerous word. Writing can be grammatically correct, well structured and perfectly readable – and still fall short. In the age of AI, the editor’s…



