Entities Are The Foundation Of Modern SEO
GEO is just entity SEO with a new name. The foundations haven’t changed in 15 years, but most brands still ignore them.
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SEO Director at The Telegraph with a decade of experience. Unskilled jiu-jitsu guy. Average chess player. Jack of many things.
Articles
How To Audit Publisher Websites In 2026
A practical framework for auditing publisher websites in 2026, covering technical SEO, content quality, E-E-A-T, and entity consistency across passive and active discovery channels.
The Future Of Discoverability
Articles alone stopped being a viable product. A discoverability framework for publishers: passive, active, owned – plus the intent-led journalism that gets you there.
How Publishers Can Monetize AI Visibility
AI sends barely any traffic, but the traffic it sends is twice as engaged. Here’s why publishers should care.
How Google May ‘Understand’ Unique Content
Long doesn’t mean valuable. Google normalizes for length. Here’s what its information gain patent says actually moves the needle.
Your Younger Audience Is Declining Faster Than It Looks
Platforms lost younger audience share, too. Publishers still have the bigger problem. The data explains why.
Habitual Publisher Traffic Is Collapsing
Examine the decline of traditional publisher traffic as AI gains prominence. What does this mean for the future of content creators?
What The Future Of Google Looks Like
Search is diversifying fast. Google’s financials, AI Mode growth data, and Discover’s potential reveal what’s really coming next.
Creating ‘Non-Commodity’ Content That Cuts Through The Noise
Google’s information gain patent is real. Commodity content can’t beat it. Here’s the practical content framework for search that still delivers value.
Why Google Has Changed & Who’s Really Paying for It
Why Google is evolving into a more “engaging” platform, and what declining engagement from younger users means for search and publishers.
How To Do Evergreen Content In 2026 (And Beyond)
Why traditional evergreen SEO content is losing impact and how to reframe it around information gain, audience value, and business outcomes.
Starting Or Steering The Wave
Why traditional “utility SEO” content is losing value, and how marketers can create demand instead of chasing existing searches.
Why We Need To Talk About Young People
Publishers are losing ground with younger audiences as creators, video, and platform-native content reshape how news is discovered and trusted.
Information Retrieval Part 4 (Sigh): Grounding & RAG
Explore information retrieval grounding and retrieval augmented generation to enhance LLM outputs with trustworthy sources.
Information Retrieval Part 3: Vectorization And Transformers (Not The Film)
A practical explanation of vector space models, transformers, and cosine similarity, and what modern information retrieval means for SEO and AI search.
Information Retrieval Part 2: How To Get Into Model Training Data
Navigate the complexities of information retrieval and find out how to get into model training data for AI success.
Information Retrieval Part 1: Disambiguation
Learn how information retrieval impacts SEO strategies, making content easier to understand and retain for users.
How To Analyze Google Discover
Why Discover success depends on outperforming expected early performance, and how entities, headlines, and images shape long-term credibility.
Why Google’s Spam Problem Is Getting Worse
Why Google’s focus on AI products is weakening traditional spam enforcement and reshaping risk for legitimate publishers and SEOs.
So You Want To Paywall?
An evidence-driven look at how paywalls can stabilize revenue, strengthen owned audiences, and reduce long-term dependence on volatile platform traffic.
The Impact AI Is Having On The Marketing Ecosystem
Harry Clarkson-Bennett dismantles AI hype, revealing how real marketing power still lies in creators, communities, and cross-platform customer journeys.
How To Make Search Console Work Harder For You
Harry Clarkson-Bennett reveals how to turn Google Search Console’s constraints into enterprise-level SEO advantages through smarter property segmentation.
How Google Discover REALLY Works
Harry Clarkson-Bennett dissects the Google Discover leak to expose the real signals behind “trusted” content and sustainable visibility.
How And Why Google Rewrites Your Hard-Earned Headlines
You may craft the perfect headline, but Google often has the final word. The Google leak reveals what’s really going on.
Are LLM Visibility Trackers Worth It?
Uncover the truth about LLM visibility trackers. Are they worth the investment for your brand’s online visibility and success?
How People Really Use LLMs And What That Means For Publishers
Usage patterns show LLMs reshaping how people consume information, raising the stakes for publishers to deliver real assets, not just content.