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Some thoughts about the ethics of SEO vs GEO
There is a viral video on Instagram about “The king of AEO”. This was, or is, an attempt by a bunch of people to be mentioned when someone asks Google “Who is the king of AEO?”. They are using press releases, LinkedIn posts and other tactics to win the AI overview.
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Why 'make the smallest change possible' breaks down on a homepage
When I moved from SEO into a Growth PM role, another growth PM gave me some advice: always figure out what the smallest possible version of a change is, and then do that. The point is to spend as little time and resources as possible to find out whether it’s a good idea. If it works, you build it out further. If it doesn’t, you haven’t spent too much time on something that doesn’t work.
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How I think about friction in growth
Growth is about friction. Most of the times it’s about removing friction, but sometimes it’s also about adding it.
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Reflections on paternity leave
This post is a bit different. I wrote this during paternity leave, and edited it after going back to the office.
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So you think you're a marketer? Prove it
This is a great opinion piece by Mats Georgson, Ph.D. on Marketing Week: https://www.marketingweek.com/think-marketer-prove-it/
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