Field notes
Notes from the work.
What we are seeing across owner-operated high-value service businesses. SEO, GEO, intent data, visitor identification, and what actually moves bookings.
All posts
July 22, 2026
7 min read
The Dark Side of AI: When the Fun of Being Creative with Claude and Its Friends Creates Way More Work Than You Have Time To Do
AI was supposed to save me time. Instead I became my own worst scope creep. A confession from an agency owner who keeps building things nobody asked for, and the guardrails I'm adopting to stop doing free work disguised as fun.
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June 8, 2026
9 min read
How Not to Redesign Your Website
A redesign should carry your SEO equity forward, not torch it. We were brought in to recover a site that lost more than two-thirds of its organic traffic in a single migration: redirects that never fired, deleted content, and custom schema flattened to plugin defaults. Here is the anatomy of the damage, and the pre-launch checklist that prevents it.
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May 6, 2026
3 min read
The Importance of a Strong Content Strategy
Why a 2013 case for content strategy hits harder in 2026: more channels, AI search, broken paid playbooks, and what owner-operators should actually do about it.
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