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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AI SEARCH
OPTIMIZATION

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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.

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.