Archive
Selected Writing
Observations, technical research, and insights regarding web performance and Answer Engine Optimization (AEO).
AI Is Taking Your Traffic. Social Media Is Handing It Back.
AI search answers on its own page and keeps the click. Instagram does the opposite — it drives ready-to-buy traffic to your site to finish the purchase. Two forces, one destination: the site you own. Here's what that means for where you put your money.
Why Being #1 on Google No Longer Guarantees AI Visibility
Top Google rankings no longer predict AI citations. A Search Atlas study quantifies the gap across Perplexity, ChatGPT, and Gemini — and what it means for cite-ability.
Performance Is Prestige — Rebuilding the Studio From 58 to 100
Thirty years building sites, from tables to today. I rebuilt my own studio site with the GitHub Astro method, deployed on Cloudflare — performance 58 to 100, accessibility 77 to 100, fully legible to AI. Here's how, and what it means for yours.
The Platforms Swapped Jobs on Us — Here's Who Does What Now
Facebook became the events board. Instagram became the buying floor and buried photography. Threads quietly started rewarding the outbound link again. The platforms specialized while no one announced it — and the one place that has to do every job is the site you own.