Ideas & observations
Notes on SEO, AI, content strategy and building better digital experiences.
I run SEO and GEO for one of Finland's largest consumer sites, and from where I sit, two things are true at once: organic search still drives massive traffic and revenue, and my own search behaviour has already changed. This is an evidence-based look at what SEO, AEO and GEO actually are, where they overlap, and what is genuinely new.
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FAQ sections are the content work that never gets done, so I built a tool that generates them. Here's what I built, what the evidence actually shows, and why the answer to "do FAQs matter for AI search" is yes and no at the same time.
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A website can look complete in a browser while leaving important content out of its initial HTML. I explain why that matters for search and AI visibility, and why rendering belongs in content strategy.
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Google Search Console already has the data. The hard part is knowing which changes actually matter once a site hits tens of thousands of pages. I built a tool that narrows 25,000 URLs down to fifteen worth a look.
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Building a website with AI is easier than ever, but does that mean you should?
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