Notes on GEO, AI visibility, and agentic commerce.
Written for operators and principals at professional services firms. Practical, specific, and free of the jargon that usually crowds this space. New pieces land roughly every two weeks.
New Series · April 2026
The Agentic Shift — a three-part series
The bot-traffic tipping point, the bifurcation of the internet, and the playbook for being visible on both sides.
When an AI is asked to name the best firm in a category, it is not doing a keyword match. It is assembling trust signals — credentials, third-party citations, authored content — and ranking the firms those signals form a clean picture of. Read what those signals actually are and how they differ from traditional SEO.
Getting cited in your own framing, not a competitor's.
AI systems paraphrase whoever wrote the cleanest extractable paragraph on the topic. If that isn't you, the category gets defined around your competitor's positioning — and you end up arguing against a framing someone else established. Here's how to get there first.
The most common objection to GEO investment is attribution — "we can't measure it precisely yet." True, and insufficient. The firms waiting for perfect measurement will be late to the citation share that compounds over the next 18 months. Here's the case for measuring what you can and moving anyway.
Upcoming: the state of AI visibility for NYC law firms (measurement data), what changed when OpenAI added shopping flows, and a long read on what a post-SEO competitive landscape looks like for professional services firms.