How to delegate execution to AI without delegating the decision
AI can research, organize and propose versions. What needs to be clear before the request is who decides what is worth doing and by which criterion the result will be judged.
Articles on SEO, content and applied AI
Methods and notes on SEO, content planning and AI in marketing, written from practice, with sources listed at the end of each article.
Found, cited, visited: how to separate the outcomes of AI search
SEO is still the foundation, but a page can now appear as a source for a generated answer. Four questions to track this second competition without confusing a mention with a result.
From test to recurring use: what changes when AI becomes part of the routine
A good result in one conversation shows a possibility. To bring AI into a marketing process, you need to define the input, how the output is checked and how failures get corrected.
Before choosing an AI tool, find the bottleneck
Generating the first draft faster does not solve an alignment problem. How to see where marketing work gets stuck before comparing tools.
GEO, AEO and LLMO: scope comes before the acronym
New names for AI optimization help organize the conversation when they come with a scope. Three questions to assess any recommendation: which system, which information and which signal to track.
How to signal the nature of each project in a portfolio
Professional experience, demo projects, personal projects and experiments call for different presentations. What I learned while organizing my portfolio and how I plan to test whether the distinction works.
When production gets easy, editorial decisions matter more
With AI, a content idea can be fully written before anyone decides whether it deserves to exist. Criteria for telling search intent apart from keyword variation, and a reminder that every publication requires maintenance.
When the promise comes before the explanation
Many websites open with an abstract promise and leave what the company does for later. A study with a fictional product shows what changes when the headline and the button start to inform.
Why “knowing how to use AI” says little about the work
The phrase fits very different activities and, on its own, does not explain what someone delivers. How to show the task, your role and the limits of a project built with AI assistance.
High impressions, low clicks: where your next content idea may be hiding
A simple Search Console filter to find queries that already bring visibility but do not yet turn that visibility into clicks.
Stop asking AI to improve your writing
Asking for improvement and asking for an audit are different tasks. The workflow I use to find problems without outsourcing the editorial decision.