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Founder and engineer

Ray

Builds Searchscope and runs it on live client accounts every week. Writes here about what the data actually shows, rather than what the playbooks say it should.

Ray has spent a decade and a half in search, most of it on the agency side, reading other people's accounts and working out why the numbers moved. Searchscope came out of doing that by hand for too long.

He writes here about the parts of search that are measurable: what the Search Console data will and won't tell you, where AI answers are changing the picture, and which of the usual recommendations hold up when you check them against real accounts.

5 posts

  • Search Systems

    SEO is now an operating system

    For two decades SEO came in projects (audit, fix, wait). That model breaks the moment search starts changing faster than you can audit it. Here's the shift.

    Ray 3 min read

  • AI Search

    What AI Overviews change about visibility

    You can rank #1 and lose the click. You can be absent from the ten blue links and still be the source an AI quotes. Position was always a proxy; now it's a leaky one.

    Ray 2 min read

  • Search Data

    Cannibalization is a data problem

    Most cannibalization advice is just vibes (merge the pages that feel similar). But it's visible in the data, page by page, query by query. Here's how to actually find it.

    Ray 2 min read

  • Search Data

    Reading demand vs. your share

    The single most useful view in search isn't rankings or traffic. It's market demand plotted against the share you actually capture. It shows you where the growth is hiding.

    Ray 2 min read

  • Agency

    The co-pilot model for search teams

    AI won't replace your search team, and a search team without AI is about to be outpaced. The model that wins is neither. It's a co-pilot. Here's what that actually means in practice.

    Ray 2 min read

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