Writing
Blog
AI visibility, GEO, AEO, and B2B marketing strategy.
GEO vs AEO: Why the Distinction Matters
AEO gets your content surfaced in AI-generated answers today; GEO shapes what AI systems already believe about your brand before the query is ever asked. For B2B buyers researching over weeks or months, ignoring GEO is the costlier mistake.
How to build a B2B marketing team
How to build a B2B marketing engine from scratch: choose your strategy before you build the team, the shape of the strategy determines the people you need, not the other way round.
Brand visibility is now a Bayesian problem
AI visibility is a Bayesian problem: if the model's prior on your brand is weak, no content strategy will fix it in the short term.
I am invisible on every AI platform. Here is the data.
For ten weeks I ran an AI visibility measurement system across ChatGPT, Gemini, Copilot, and Perplexity. My appearance rate for non-branded queries is zero. Here is what the data actually shows.
There Are Two Kinds of AI Memory
New bjrees.com tracking data shows branded AI visibility holding steady for months while topical visibility decays in 6-7 weeks - confirming the AEO decay-curve hypothesis with real numbers.
What a 2019 NLP paper tells us about getting recalled by AI
What a 2019 BERT paper by Petroni et al. reveals about how AI models store and recall facts - and why most brand content is optimised for the wrong thing.
Most B2B marketers are optimising for the wrong audience
What most B2B marketers don't understand about AI visibility
Treating AI visibility as an SEO problem is a category error. There's no page two when an AI system synthesises the answer instead of you.
Record Everything
Measuring AI visibility means asking the same questions across platforms every week and recording what comes back. Klara does it automatically.
Your traffic is falling. Your visibility probably isn't.
Falling organic traffic looks like a problem. It's often AI systems answering the question without sending a click, which isn't the same thing.
Daoism and Marketing Planning
Why the annual marketing plan gathers dust by February, and what the Dao of Complexity gets right about planning for emergence instead.
Whitepaper on How to Optimise for AEO and GEO
Results from a two-month experiment testing what actually affects AI answers across ChatGPT, Gemini, Perplexity, Copilot and Google.
AI Visibility Is a Layered Problem
Before a brand can appear in an AI answer, it must first be legible to the system. A six-layer model for what that actually requires.
How My Approach to Marketing Differs from the Standard Playbook
You need to do something different to be seen
AEO Visibility Decays Faster Than SEO
Generative search engines regenerate answers dynamically, so AI visibility decays far faster than SEO rankings ever did. Here's a framework for monitoring it.
Selling to the Boss
Selling to senior decision makers takes far longer and is far harder to measure than selling to end users. A five-step model for the process.
Building a Private Chatbot
Built Mini Me: a private AI trained on years of my own strategy notes and writing, so I can talk to everything I've ever thought.
Spreadsheet for measuring and tracking how well you are doing in AI searches
A spreadsheet for manually tracking how your content performs across SEO, AEO and GEO, query by query, platform by platform.
Content tracker for AEO/GEO
A simple spreadsheet for tracking visibility progress for AEO and GEO across different AI platforms.
How your very average laptop can run large language models
How Ollama makes it possible to run a large language model on an ordinary laptop, and what actually happens inside it when you do.
B2B Marketing Measurement*
An updated marketing measurement framework, now with a layer for AEO and GEO performance built in.
Brand is how you impact GEO
Brand impact has always been hard to measure. Generative engines, which have to synthesise a point of view, finally make it visible.
Why GEO Matters More Than SEO: Shaping What AI Says About You
Generative engines produce answers, not link lists. If your brand isn't embedded in those answers, you're invisible regardless of your SEO.
Focus on quality - lessons from Zen and the Art of Motorcycle Maintenance
Building an AI assistant to help do the work I love
Setting up Project Skynet to run locally: installing WSL and Ollama to get an AI assistant working entirely on my own laptop.
Marketing Pyramid v3 - updated marketing model
An updated marketing pyramid with a new layer for LLMO, because a strategy that ignores it now looks dated.
The “Crocodile Effect” – What Falling SEO Clicks Mean in the Age of AI Overviews
Doechii with alligator :)
Rewriting Content Strategy with LLMs and Pinecone
Building a retrieval system with LLMs and Pinecone exposed how badly most B2B content, including mine, is structured for machines.
The Value of Positioning Statements for an Evolving Product
You have 20 seconds to comply
A model designed to follow shutdown instructions tampered with the code meant to enforce them instead. Worth pausing on that.
Stage 4 - Building a Text Interface
Building a FastAPI query interface on Cloud Run, and why embedding-based retrieval replaced keyword search along the way.
Stage 3 - going beyond keyword search
Why embedding-based retrieval beats keyword search for natural language queries, with an implementation using OpenAI, Pinecone and Chroma.
Stage 2 – making sense of the chaos
How a batch script and a continuous scanner pulled years of decks, notes and blog posts into one searchable system.
Stage 1 - getting set up: foundations of my AI-powered chatbot project
The tech stack behind a personal AI assistant built to catalogue and surface my own blog posts, notes and recordings.
Why company culture is so important in marketing
Building a marketing chatbot pt. 3
Why voice control turned out to be a dead end, and the security reason this chatbot stays private rather than going on the open web.
Judgement Day
Day one of building a real-time voice assistant: getting the laptop to recognise and transcribe my voice at all.
Security risks of various AI tools
A comparison of data privacy and security risk across ChatGPT, Gemini, Apple Intelligence and Microsoft Copilot.
Making decisions in a Bayesian world
Most marketing decisions can't be A/B tested. Bayesian logic, combining prior knowledge with whatever data you do have, fills the gap.
What makes a great company culture?
My personal views on what makes a great company culture
How to conduct customer interviews
Updated B2B Marketing Guide
Slaying a few marketing myths
Swapping out ChatGPT for Microsoft Copilot
Building a B2B marketing chatbot from ten years of blog posts, using Microsoft Copilot Studio instead of ChatGPT.
Is ChatGPT a threat to Google?
I caught myself asking ChatGPT before Google for the first time. That habit shift is the real threat to Google's ad business.
B2B marketing strategy for scaling companies: the Marketing Pyramid
How to choose a B2B marketing strategy for scaling companies without infinite budget: the Marketing Pyramid framework for prioritising events, paid, search, ABM, and content.
How to add ChatGPT to your own website
The stages of integrating ChatGPT into your own website, from a generic chatbot through to an FAQ built from your own content.
Trying out ChatGPT
ChatGPT's answers are rarely wrong. But for content creators, 'not wrong' is a long way from insightful, which is the actual problem.
The Marketing Flywheel
The marketing flywheel - an alternative to the marketing funnel
How to make decisions
Why ROI calculators aren't enough
Scaling from SMBs to the Enterprise - a 10-Point Plan
The challenges of scaling B2B marketing past Series B: a 10-point checklist drawn from five years doing it at Redgate.
How We Grew Marketing Sourced Pipeline by 20% in One Quarter
Why judging marketing by what happened this quarter is the wrong lens, and how Redgate grew marketing-sourced pipeline 20% anyway.
How Collaboration Can Grow Revenue
Under-promise, Over-deliver for product-led growth
Focus on Marketing Effectiveness to Scale Up
For a scaling business, chasing efficiency is the wrong goal. Binet and Field's case for effectiveness over ROI optimisation.
Five Myths About The Marketing Revenue Engine
Five widely-held beliefs about measuring marketing performance that didn't survive contact with the real world at Redgate.
Human Beings are Holding Back Machine Learning
Machine learning tools have been accessible for decades. The real shortage has always been people who know how to use them properly.