For most of search’s history, we’ve relied on people turning up and asking for something. They type a query, get some possible answers, and decide what to

If AI has suddenly made you capable of building things, and you're a senior leader, what exactly were you doing before?

More websites don’t create more reach. They dilute authority, clarity and investment. Every digital boundary must earn the cost of its existence.

There is satisfaction in walking into a mess and leaving it less broken. But an organisation with a reliable cleanup crew has less reason to stop making the mess.

Marketing is the work of shaping what the market discovers, understands and believes.

GA4 can collect the data, but it can not decide what matters. Build the measurement framework before the implementation starts.

Many successful companies are already dead: sustained by past profits, customer inertia and leaders who mistake stagnation for resilience.

Because we've decided bots deserve better treatment than users

In an information-abundant world, the challenge was being visible. In a scrutiny-abundant world, the challenge is being inspectable.

The task is no longer to persuade the market that your trade-offs do not exist, but to make those trade-offs the reason the right people choose you.

Selling AI as a replacement wins short-term attention and costs you long-term credibility with the buyers and employees you need.

The debate around llms.txt, WebMCP and other AI protocols is revealing an uncomfortable truth about how businesses handle change.

The future of the web may end up looking a lot less like documents, and a lot more like the things it's trying to describe.

There is plenty of intriguing sci-fi on offer this month, whether it’s solar-powered cities from Adrian Tchaikovsky or a strange future from M. John Harrison

Running multiple CMSs on one website doesn’t just create complexity. It quietly destroys coherence, agility, and growth.

The web spent decades optimising for conversion, just as AI began turning conversion itself into commodity infrastructure.

Everyone’s been watching the wrong pipe. The synthetic content is already in the retrieval layer, and the answer engines are laundering it as fact.

Take a last chance to try out the Soft Navigations API before release with this final origin trial.

You can use speculation rules to make your site feel faster. You can also use them to make other sites do work they didn’t ask for.

Headless sounds like a route to freedom, but too often it just swaps one set of constraints for another, heavier one.

Most teams don’t pick the wrong stack because they misunderstand the technology. They pick it because they misunderstand themselves.

Many tactics designed to win in AI search can undermine SEO performance - which is, ironically, necessary for success in AI search.

Rankings, traffic, and prompt tracking all measure the interface, not the market. If you want visibility in AI search, start measuring competitiveness.

Speed isn’t just a technical metric. It’s one of the clearest places where the health of an organisation’s digital systems becomes measurable.

CMSs, browsers, standards and platforms aren't immutable forces or constraints. They're shaped by people. And if you depend on them (you do), you can shape them too.

Almost all SEO briefs and ambitions begin with a sentence like, "We want to rank for X". It sounds reasonable, but it's completely the wrong place to start.

Gary Illyes, along with Martin Splitt, of Google posted a podcast explaining the top crawling challenges Google noticed amongst its 2025 year of crawling. The top challenges Google had with crawling i...

The latest SEO fad is the idea that websites need a machine-only version. Strip out the layout, remove the “noise”, and hand LLMs a simplified view of your content.

Why breadth, mere adequacy, and the “middle of the market” fail in an age of omniscient, agent-led decision-making.

The web we built had surfaces. We could design them, decorate them, and fight for space upon them. That web is gone. There are no more surfaces - only systems.

Once, a Hotmail address meant you didn’t know what you were doing. Now, it might mean you’re the only real thing left.