Short thoughts, notes from the writing desk, and observations about content, journalism, and digital media.
AEO is not a trend — it's the new baseline. If your content isn't structured to answer specific questions, you're invisible to a growing share of searchers. Today I spent time auditing a client's FAQ section and structuring it properly for AI extraction.
Reading every draft aloud before sending. It catches every awkward sentence, every run-on, every bit of jargon that slipped in. If you can't say it smoothly, the reader can't read it smoothly.
Every SME has a story worth telling — a founder who took a risk, a service that fills a real gap. The journalist's job is to find the angle that resonates beyond the postcode.
Spent the morning restructuring the content architecture for a roofing client. Local SEO is evolving fast — GEO strategy matters more than ever now.
The biggest improvement to my client brief was adding a 'What we are NOT' section. Knowing what a brand doesn't want to say removes half the revision rounds.
Journalism training: discipline of the inverted pyramid, habit of questioning every claim, the instinct to find the human angle. None of that comes from a keyword tool.
If any of this resonates, let's talk about working together.
