Thinking

Writing

Grouped by pillar. Weighted roughly AEO 60% · CRO 25% · Strategy 15%.

Answer Engine Optimization

1 piece

Mar 04, 2026
Why answer engines reward structure, not keywords
The move from keyword targeting to citation-worthy structure, in one framework.
7 min read

Conversion & Experimentation

1 piece

Feb 18, 2026
What ten years of A/B testing taught me about trusting data
Statistical significance is table stakes. The hard part is knowing when your test is lying to you.
8 min read

Web Strategy

1 piece

Feb 02, 2026
The case for treating your website as a product, not a brochure
Brochure sites optimize for launches. Product sites optimize for compounding.
6 min read