Build the commercial information system
A visibility gap is often a structural website problem
A business can publish regularly and still remain hard to find when the website has no stable place for important products, uses, locations and decisions.
Commercial questions, answered clearly
Useful thinking for complex growth.
Technical methods, commercial systems and practical operating guidance. Two new articles publish every week.
Website & Information Architecture
Read insight
Build the commercial information system
A buying journey is not a keyword list
Queries are observations of need. The website must still connect those needs to decisions, evidence and a workable next step.
Search & Ranking Engineering
How search systems choose
What Vespa teaches us about search engineering
A modern search engine separates retrieval, ranking and business judgement. SEO planning becomes clearer when we use the same mental model.
How search systems choose
BM25 explained for content and SEO teams
BM25 is a practical model of lexical relevance. It rewards useful term evidence while limiting the value of repetition and accounting for document length.
How search systems choose
Candidate retrieval and reranking solve different problems
Retrieval protects coverage and speed. Reranking spends richer evidence on the candidates most likely to matter.
AI Discovery & Evidence
Evidence for machine-mediated discovery
Search and AI discovery should share one evidence system
Google, AI search and human buyers may encounter the same business through different interfaces. They still need consistent, accessible evidence.
Evidence for machine-mediated discovery
How to build pages that AI systems can cite accurately
Citation begins with a page that deserves to be used: accessible, specific, attributable and complete enough to support the claim.
Local & Multi-location Growth
Local demand without page factories
Local service pages and doorway pages are not the same
A useful local page proves a distinct service proposition. A doorway page changes the place name while funnelling every visitor to the same generic destination.
Conversion & Recommendation Systems
Turn behaviour into a better next decision
Build a first-party recommendation loop
Recommendations improve when product relationships, exposure and outcomes are connected. A carousel alone is not a learning system.
Measurement & Growth Operations
Operate growth as a learning system
Measure SEO in qualified demand, not traffic alone
Impressions and clicks show discovery. The business still needs to know whether the visitors fit, progress and become workable opportunities.