Now · Work & interests
What's on the table lately.
A few things I'm building, reading and thinking about. I update this when there's something useful to add, rather than pretending every week produces a revelation.
Last updated: 23rd September 2026
Building
I've been developing the SEO + AI Standard: a framework with 10 areas, 32 checks and a scorecard for reviewing a site. It brings together questions that come up in my work and gives me a way to explain how I assess them.
It sits alongside the free website tools, including the AI visibility check, Schema Sniffer and Ask Volume.
I've also been working on repeatable AI visibility measurement. Comparing recorded answers over time helps me see changes that a single score would miss.
Most recent piece: Is your website ready for AI agents?.
Reading
A few things I've saved recently. The list updates from my reading feed.
Reading feed refreshed: 21 September 2026.
- Inside 12 months of AI search experiments. When SEO goes south and you still win growthunhinged.com
- Google Told Its Own Researchers Not To Talk About Clicks. Proof (if ever it were needed) that the big G has been telling search staff to keep schtumm on search ranking mechanics even where we'd already figured them out seonotebook.notion.site
- SEO / AEO could ruin brand marketing. SEO teams have always been in direct conflict with brand management teams and now AEO is messing that relationship up even further productledseo.com
- AI advice suppresses people’s willingness to say “I don’t know”, even when the advice is wrong and accuracy is incentivized. Are AI assistants making us more confidently wrong? Yes, yes they are osf.io
- Google is dynamically expanding AI Overviews for some queries. Another step in the direction of AI-for-every-search, zero-clicks-for-you searchengineland.com
- How cats.txt showed llms.txt evidence is GEO astrology. Absolute SEO bants markwilliamscook.substack.com
Thinking about
How much a single AI visibility score can really tell us. The answers can change between runs, so I'm interested in what that variation means and how to describe it usefully.
Also, how to make the use of AI in publishing understandable without making the label do all the explaining. Who takes responsibility for the work seems a more useful question than the label alone.
And why I keep returning to plain text files. They're easy to move, edit and reuse. A fairly modest list of talents, but it turns out to cover quite a lot.
Elsewhere on the site
There's a daily game in the play section and a browser-based music tool called Dog on the Decks. The latter includes a bark button. Neither needs a business case.
I've also been trying different models in the workflows I use. It is useful to see where they help and where they need more checking. It can also become a rather elaborate way of avoiding a smaller task.
A question about your own site?
The free AI visibility check is available if you'd like a small sample of how models respond to questions about your market. If you'd rather discuss a specific problem, you're welcome to contact me.