Cookbook
Repeatable procedures for making a brand legible to machines — entity work, schema, measurement, crawlability. Each recipe is something we actually run, written as steps you can follow. No magic, and we say where each one stops working.
Technical setup
Things you configure once and that then keep working: access, entity, machine readability.
Entity canonicalization: make machines resolve you to one thing
A repeatable procedure to make an organization or person unambiguous to search and AI — so your namesakes stop absorbing your signal.
AI crawlers in robots.txt: which to allow, which to block
There are three classes of AI bot in your logs, not two — and most block lists never reach the third.
llms.txt: format, example, and whether it is worth your time
A cheap, well-specified file that nobody can currently prove anyone reads — and that is exactly what you should know before writing one.
Organization schema and sameAs: the minimal correct graph
The goal is not more fields. It is one resolvable identity: one node, one identifier, and only sameAs links that actually exist.
Creating a Wikidata item for a company: what actually qualifies
Wikidata is not a company register and not a marketing surface — your item survives exactly as long as independent sources keep it alive.
Google knowledge panel: claiming it, fixing it, and its hard limits
A knowledge panel is earned rather than requested — claiming only gets you access to one that already exists.
Diagnosis
Elimination procedures, so you fix the actual cause rather than the loudest symptom.
Why doesn't ChatGPT recommend your brand? Nine causes, in order
Nine ordinary reasons an assistant leaves you out — and the one most teams fix first is usually the wrong one.
Does ChatGPT know your brand? A free twelve-prompt self-test
One answer to one prompt is not a measurement — the variance is the result, and it is the part people throw away.
AI Overview traffic drop: how to isolate it in Search Console
Search Console never tells you an AI Overview appeared — it gives you a signal pattern you can reason from, if you segment properly.
How to get cited by Perplexity: a retrieval-side checklist
Citability is a question of format rather than authority — and the worst outcome is being quoted without being named.
Concepts
What the market's acronyms mean, and what each of them actually measures.
Generative engine optimization explained — and when it is worth it
GEO is not a new button next to SEO: the unit of success is different, the feedback loop is different, and it does not pay off for every company.
AEO vs GEO vs LLMO: a concept map for the market's acronyms
Most of these acronyms point at the same work under different names — the real difference is the unit of measurement, not the initials.
AI visibility checklist: twenty things you can actually check
Not tips but checks: for every item you can determine in an afternoon whether it is true of you.