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Field notes from the audit desk

Practical, no-fluff thinking on SEO, paid media, UX and the fast-arriving agentic web.

Featured · Strategy

The EU AI Act is live for marketers: what Article 50 actually asks of you

You may have heard the EU delayed the AI Act. It delayed the high-risk rules, not the transparency ones, and those landed on 2 August 2026. Here is what genuinely needs disclosing, what does not, and why a UK or US address does not exempt you.

17 Aug 2026 · 8 min read
Strategy

The EU AI Act is live for marketers: what Article 50 actually asks of you

You may have heard the EU delayed the AI Act. It delayed the high-risk rules, not the transparency ones, and those landed on 2 August 2026. Here is what genuinely needs disclosing, what does not, and why a UK or US address does not exempt you.

17 Aug 2026 · 8 min
AI Search

Claude now watermarks its text: what it means for the AI content on your site

Anthropic has confirmed Claude embeds an invisible, cryptographic watermark in the text it generates, worldwide, with a detection API coming. Here is what it actually detects, what it cannot, and what to change in your content process.

17 Aug 2026 · 7 min
SEO

Google ranking volatility spiked around July 11th: what the unconfirmed update means for your site

Rank trackers lit up around 11 July while SEO forum chatter sat at an all-time low, and sites crushed by January’s unconfirmed update are quietly recovering. Here is how to read an unconfirmed update, and what to check before you change anything.

15 Jul 2026 · 6 min
SEO

Search Console now tracks your Instagram, TikTok, X and YouTube: platform properties explained

Google’s new platform properties show which searches send people to your social and video content on Search and Discover. Here is what the new property type does, what it leaves out, and how to claim yours.

12 Jul 2026 · 6 min
AI Search

ChatGPT sends 92% of AI referral traffic: what 6.77 million sessions reveal about where yours lands

A 19-month study of 166 sites puts numbers on AI referrals at last: up nearly 10x, utterly dominated by ChatGPT, and landing a quarter of visitors on your internal search. Here is what to do with that.

07 Jul 2026 · 7 min
AI Search

Google Search Console is finally showing your AI Overviews and AI Mode data: what the new report means

Google is rolling its AI performance report out to far more sites. Here is what the new view actually shows, the one metric it leaves out, and how to read it.

23 Jun 2026 · 6 min
Agentic AI

Google, Microsoft and nine others back a discovery spec for AI agents: what ARD means for your site

Eleven companies just published ARD, an open spec that lets AI agents find tools and services across the web at runtime. Here is what it is, who it is really for, and whether you need to act yet.

19 Jun 2026 · 7 min
AI Search

Bing just handed you AI citation data: what the new Webmaster Tools reports mean

Bing Webmaster Tools now reports the intents, topics and citation share behind your AI answers. Here is what each new view tells you, and how to act on it.

16 Jun 2026 · 6 min
AI Search

AEO vs SEO: how to stay visible when AI answers the question

Answer engines now sit between your content and the click. Here is how we audit for AI visibility, and what actually earns a citation.

12 Jun 2026 · 7 min
Paid Media

The 7 places your PPC budget quietly leaks every month

A practical teardown of the settings, networks and automations that drain spend while the dashboard still looks healthy.

04 Jun 2026 · 8 min
Agentic AI

Is your website ready for AI agents that browse and buy?

Agents already reach your cart. Most stall or get blocked before they buy. Here is what agent-ready really means in 2026.

28 May 2026 · 9 min
Technical SEO

Core Web Vitals in 2026: what still moves rankings

The honest version: a small ranking nudge, a real conversion lever. What the three metrics are, and the fixes that move them.

19 May 2026 · 7 min
Strategy

From audit to action: turning findings into a 90-day plan

A 200-issue audit is a liability until it is sequenced. The frameworks and cadence we use to turn findings into shipped work.

09 May 2026 · 7 min
UX

The conversion killers hiding in your mobile checkout

Stop treating mobile checkout as a shrunk-down desktop form. The biggest wins come from deletion, not redesign.

30 Apr 2026 · 6 min

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