Insights
A magazine of method.
Essays on search, structure and the craft of writing for people who also happen to use search engines.
SEO · 2025-11-12 · 6 min
Search Intent Is the Brief
Before a keyword is useful, it is a question. The work of SEO writing begins by understanding what the searcher actually wants to leave with.
CONTENT · 2026-01-20 · 5 min
Structure Is a Kindness to the Reader
Headings, rhythm and sequence are not decoration. They are how a reader finds their way through an idea — and how a search engine makes sense of it.
STRATEGY · 2026-03-08 · 7 min
Keywords Don’t Make Content. Clarity Does.
Visibility without value is a short visit. The pages that last are the ones that say something exact, in language a real person would use.
CONTENT · 2026-05-14 · 5 min
Research Before the First Sentence
The first sentence is late in the process. By the time it appears, the audience, the intent and the shape of the piece should already be known.