The Growth Files

FIELD NOTES

Writing about AI, paid media and the unglamorous work of growth.

Practical frameworks, experiments and postmortems from running performance marketing, AI Search, SEO and analytics across real businesses.

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START HERE · AI SEARCH

AI search optimization, explained.

AI search optimization means structuring content so ChatGPT, Perplexity, and Google AI Overviews cite it directly. Here's what that actually involves.

Aug 17, 2026 · 7 min read

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LATEST NOTES

Frameworks, experiments and postmortems.

Performance Marketing

What does a B2B lead generation consultant actually do?

A B2B lead generation consultant builds and fixes the systems that turn traffic into qualified pipeline. Here's what that covers, and when hiring one makes sense.

Performance Marketing

ChatGPT Ads launched in Europe: what should marketers expect?

ChatGPT Ads expanded to 31 European countries on August 24, 2026. Here's what the platform actually offers, and a practical way to approach it early.

Performance Marketing

What does a full-stack performance marketer actually do?

A full-stack performance marketer owns paid acquisition, analytics, and increasingly AI search, end to end, rather than one narrow channel. Here's what that looks like day to day.

What is Google Preferred Sources, and how does it work?

Google's Preferred Sources feature is now live in every supported language. What it does, how it works, and how to get your site set up for it.

AI Search · AEO & GEO

How do I identify AI search trends relevant to my business?

Spotting which AI search shifts actually matter for your business, rather than reacting to every headline, comes down to a few concrete signals to watch.

Performance Marketing

What's a good performance marketing newsletter to follow?

A short, honest list of the newsletters actually worth a performance marketer's inbox space in 2026, not a generic top-20 roundup.

Performance Marketing

Performance marketing vs digital marketing: what's the difference?

Digital marketing is the umbrella category. Performance marketing is the specific, measurable, ROI-driven slice inside it. Here's the actual distinction.

AI Search · Working with me

What should I look for in an SEO consultant in Amsterdam?

Hiring an SEO consultant in Amsterdam? Here's what actually separates a genuinely useful engagement from a generic audit-and-invoice retainer.

Technical · AI Search

What's included in a technical SEO audit?

A technical SEO audit checks whether search engines and AI crawlers can actually access, read, and understand a site. Here's what it actually covers.

AI Search · Measurement

How do I track my brand's visibility in Google AI Mode?

Google AI Mode traffic hides inside standard search data by default. Here's what Google has actually rolled out to separate it, and what still doesn't work.

What is AEO, and how is it different from SEO?

AEO targets selection inside an answer the AI writes, before anyone sees a list of links.

Aug 13, 2026 · 6 min read

What is GEO, and how is it different from AEO?

GEO is the umbrella discipline. AEO is one operational piece of it. Where the line sits.

Aug 10, 2026 · 5 min read

SEO vs AEO vs GEO: a side by side comparison.

Three disciplines, three different outcomes. Where they overlap and where they diverge.

Aug 6, 2026 · 7 min read

How to structure content so AI search engines actually cite it.

Answer-first paragraphs, question-based headings, named sources, and what differs by platform.

Aug 3, 2026 · 8 min read

Technical · AI Search

What is llms.txt, and do I need one?

What Google has actually confirmed about llms.txt, and what to prioritise instead.

Jul 30, 2026 · 7 min read

Technical · AI Search

What's FAQ schema, and does it still help AI visibility?

Google retired FAQ rich results in May 2026. What that changed, and what it did not.

Jul 27, 2026 · 6 min read

Measurement · AI Search

How do I check and track whether AI systems know my brand?

Manual prompt auditing, then GA4 setup that captures what the native AI channel misses.

Jul 23, 2026 · 7 min read

AI Search · AEO & GEO

Does AEO matter for B2B companies?

What the 2026 Semrush, G2 and Forrester buyer research actually shows.

Jul 20, 2026 · 6 min read

Is GEO the future of SEO, and will AI search replace Google?

A real shift in share, not the end of search. What the numbers support.

Jul 16, 2026 · 7 min read

Working with me · AEO & GEO

How much does AI search optimization cost?

Published 2026 ranges, what actually moves the number, and one useful warning sign.

Jul 13, 2026 · 6 min read

Working with me · AEO & GEO

Do I need an SEO agency or an AEO specialist?

Why splitting the two usually backfires, and what to check before hiring anyone.

Jul 9, 2026 · 7 min read

NOTES, NOT NOISE.

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Occasional field notes on AI Search, paid media, analytics and growth systems.