Writing

Essays on search, written for people who have to decide things.

Essays will live here. Until the first one is up, these are my guides on the Mindflow blog.

Newest first

Oct 2026 · Mindflow blog ↗

What is AEO, GEO and AI SEO? (And which one you need)

AEO, GEO, AI SEO and LLM SEO name the same goal: showing up in AI answers. What each means, what Google says, what ChatGPT checks, and how to spot hype.

The home-service SEO handbookOn the Mindflow blog ↗Google Business Profile handbook for home-service businessesOn the Mindflow blog ↗Google Local Services Ads: how they work, what they cost and when they're worth itOn the Mindflow blog ↗