Category
Updates and analysis on shifts in search behaviour, AI search adoption and SERP changes.
Search behaviour changes faster than most SEO playbooks. People search on TikTok, Reddit, YouTube, ChatGPT and a dozen other surfaces. This section tracks where the eyes actually went, with the data, so you can plan content around how people search in 2026, not 2018.
I include the source data and timeframe on every post. If a trend is real but small, I say so. If something looks big but the underlying numbers are weak, I call that out too. Read this section if you are tired of takes that lead with the conclusion and skip the evidence.
Apple Intelligence search is on hundreds of millions of devices and most SEOs are ignoring it. Here's how the five surfaces actually rank results, and how to position for it.
Forty percent of Gen Z prefer TikTok over Google for search. After reverse-engineering 100 top-ranking videos, here's what actually wins TikTok search in 2026.
Pinterest is a visual search engine pretending to be a social platform. Here's how I rank ecommerce products on it in 2026, with real workflows and 631M-user context.
I've spent the last six months bolting ASO onto my SEO work. Here's what carried over, what surprised me, and what changed when Apple started indexing screenshot captions in 2025.