Journal
Notes from
the work.
What we are seeing in search, AI and web performance — written by the people doing the work, not a content marketing department.
· 4 min read
Google’s JSON-LD Parser Just Got Stricter: What to Check on Your Site
Google Search Central has confirmed its JSON-LD extraction now applies only a single pass of HTML unescaping. Double-escaped entities will no longer be unrolled, and that can quietly invalidate your structured data.
· 5 min read
Google Says Canonical Re-Evaluation Can Take Up to Two Weeks
Google’s canonicalisation troubleshooting doc now names a real timeframe: up to two weeks for duplicate pages to split apart after a content fix. Here’s what that number does and doesn’t cover.
· 9 min read
How to Rank When AI Is the New Search Box
Answer engines do not return ten blue links. They synthesise a response and cite a handful of sources. Being one of those sources is a different discipline from ranking — here is the method we actually use.
· 6 min read
Why SEO Projects Fail (It’s Rarely the SEO)
We have inherited a lot of accounts from other agencies. The technical work is usually fine. What went wrong was almost always structural — and predictable from the first month.
· 7 min read
Is Your Website Ready for AI Agents?
A growing share of visits are not people. They are agents acting for people — comparing, extracting, sometimes transacting. Most sites are accidentally hostile to them.
FAQ
About the journal.
The people doing the work — the SEO, engineering and paid media leads on client accounts. There is no content marketing department writing about things nobody on the team has actually done.
Roughly twice a month, and only when there is something worth saying. We would rather publish six useful pieces a year than forty that restate what everyone else already wrote.
Quote freely with a link back. Please do not republish an article in full without asking first. If you want to reference our data or figures in your own work, email us and we will confirm the methodology.
Regularly. Answer Engine Optimisation is a core part of our practice, and several articles here cover how ChatGPT, Perplexity, Gemini and Google AI Overviews select and cite sources.
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