Notes on search, AI & building.
Practical essays on technical SEO, GEO/AEO, and shipping AI marketing tools. No fluff, just what works.
BeatXP: Modeling a 3.2x ROAS on a Simulated Rs30L Campaign
A breakdown of my MyCaptain capstone: the funnel, creative testing, and bid strategy behind a modeled 3.2x ROAS and 18% lower CPL for a smartwatch launch.
GEO and AEO: How to Get Your Brand Cited in AI Answers
Search is splitting in two. Here is the practical playbook I use to get brands cited inside ChatGPT, Perplexity, and Google AI Overviews, not just ranked on page one.
Why I Build My Own SEO Tools (and When You Should Too)
I have shipped 40+ marketing tools in Python and TypeScript. Here is why a marketer learning to code is the highest-leverage move in SEO right now, and how to decide when to build.
A Technical SEO Audit That Ships as Engineering Tickets
Most SEO audits die in a 60-page PDF nobody reads. Here is how I run a technical audit that lands as prioritized tickets your engineers will actually merge.