Grounding vs. In-Model: The Query Classifier Every SEO Needs
Before fan-out or SRO work, ask whether your query is even retrieval-sensitive. Learn the grounded vs in-model split and classify queries before you optimise.
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The Blog
Thoughts on Search, AI adaptation, systems thinking, general marketing and building search visibility that works beyond just Google.
Selection Rate Optimisation: The AI SEO Metric Replacing CTR
Learn what Selection Rate Optimisation is, why CTR is fading in AI search, and how to improve your chances of being cited in AI Overviews.
Read postFan-Out Query Reverse Engineering
AI search doesn't use one query. See how ChatGPT and Gemini generate fan-out queries, why keyword tools miss them, and how to adapt your content.
Read postScreaming Frog v24 MCP: The Complete Agency Guide. What It Does, What It Doesn't, and the Prompts That Actually Work
A practical agency guide to Screaming Frog's official MCP server, where it helps, where it falls short, and the prompt chains that make it useful.
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