Insights
Notes Worth Reading
Not opinion pieces. Each one takes something widely repeated, checks it against what the platform actually publishes, and says what is left.
Notes, most recent first
Each one starts from something Google published rather than something the industry repeats.
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Speed & Visibility
The score went green and nothing changed
What the number is, where speed genuinely decides a ranking, and the newer reason to care that has nothing to do with the score at all.
Read the note -
AI Visibility
Most of what is sold as AI SEO, Google says it ignores
Five deliverables named in Google's own guide as unnecessary, one of them ignored outright and one of them a spam policy violation. Plus what the new AI report measures, and what it deliberately does not.
Read the note -
Search Visibility
The schema you paid for stopped working and nothing said so
Two of the most widely deployed types were retired on published dates. The markup still validates, no error appears anywhere, and for FAQ the report went blank four months before the feature did.
Read the note -
Search Visibility
Sixteen spam policies, and almost none are what you were warned about
Two different things are called a penalty and only one can be appealed. Plus the three policies that catch businesses who were not trying to game anything.
Read the note -
Search Visibility
The indexing report is a list of decisions, not errors
Five statuses say in Google's own words that nothing needs doing. Two more look identical and mean opposite things. What is actually left is a much shorter job.
Read the note
Reading it is one thing, proving it is another
If one of these notes describes what your own reporting shows, bring the data. I will tell you what it actually points at, and what it does not, before anyone starts changing pages on a hunch.
