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Writing
What we've worked out.
Practical writing on SEO, generative engine optimisation and AI search visibility
No thought leadership. Things we tested on real sites, written down so you can do them without us.
llms.txt: what it is, and how to write one that earns its place
The file takes twenty minutes to write and is the single cheapest thing you can do to make a site legible to an AI assistant. Here is the format, and the mistakes that make one useless.
ReadHow to write content an AI assistant will actually quote
Models lift complete, self-contained answers. Most web writing buries the answer three paragraphs into a warm-up. The fix is structural, not stylistic — and it reads better for humans too.
ReadSEO in the age of answers: what still matters
Zero-click results were supposed to kill SEO and did not. What actually happened is that the discipline split in two, and only one half is still worth most of your budget.
ReadShould you block AI crawlers?
A genuine question with a different answer depending on whether you sell content or sell things. Here is how to decide, and what blocking actually costs you.
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