Why this site exists

The SEO Canon and accompanying tools exist for a simple reason: education. I have been moving in and out of the SEO and wider web space for more years than I care to count — long enough to see cycles repeat and ideas resurface under new names.

Within certain corners of the industry — SEO, GEO, AI SEO, or whatever acronym is current — there is a consistent layer of misinformation. At best, it confuses. At worst, it leads people to make changes that actively harm their sites. This site is an attempt to counter that.

The material here is gathered, referenced, and published openly, with an emphasis on clarity over novelty. The SEO Canon in particular focuses on primary-source thinking from those who shaped the discipline.

Alongside this, there are general articles. These tend to focus on the practical realities faced by SMEs — sometimes observations, sometimes patterns, and occasionally satire. It is a personal site, after all.

As for work, I mostly operate within the medical and aesthetics sector, though I take on projects outside of it when they are a good fit.