The journal
Notes from the second internet.
Technical writing on AI-era SEO, agent readiness, and what we’re learning while building this thing.
AEO vs SEO: what changes, what stays, and what to do about it
Search Engine Optimization isn't dead. But it's not enough anymore. Here's a clear-eyed comparison of AEO and SEO — what's different, what overlaps, and how to think about both in 2026 and beyond.
Robots.txt for AI crawlers: a practical guide to GPTBot, ClaudeBot, PerplexityBot, and the rest
Most robots.txt files don't address AI crawlers at all. Here's a clear, no-nonsense guide to which AI bots exist, what they want, and what your robots.txt should say to each one.
Why AI engines disagree about your brand (and how to fix it)
Ask ChatGPT, Claude, Gemini, and Grok the same question about your company and you'll get four different answers. Sometimes contradictory. Here's why it happens, what it costs you, and how to align them.
Why most websites are invisible to ChatGPT — and how to fix it in an afternoon
If ChatGPT can't see your site, it can't cite you, and customers asking about your category never learn you exist. Here's why most sites are invisible, the five fixes that matter, and how to ship them today.
The second internet is here, and most websites are invisible to it
ChatGPT, Gemini, Claude, and Grok now answer questions for hundreds of millions of people every week. Most websites have done nothing to prepare for it. Here's what changed, why it matters, and what to do about it.
llms.txt explained: the simplest file you can ship for AI visibility
A practical, no-fluff guide to writing /llms.txt — what goes in it, what AI engines do with it, and how to know if yours is working. With real examples.