Insights

Straight talk on
AI that works.

First-hand, no-hype notes on AI adoption, agentic systems and Answer Engine Optimisation — grounded in what actually works, and in Google's own published guidance.

5 min read

Is AEO just SEO? What Google actually says

Mostly, yes. Google's own guidance states that its generative AI features are rooted in its core Search ranking systems, so the best practices for SEO still apply. AEO is strong SEO fundamentals plus extractable structure plus genuine authority — re-pointed at getting cited, rather than a brand-new discipline.

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4 min read

Do you need llms.txt? (Google ignores it — here's who doesn't)

Only for the non-Google engines. Google says plainly that it doesn't use llms.txt and that the file will "neither harm nor help" your visibility on Google Search. But ChatGPT, Claude, Perplexity and autonomous agents can read it, so it's a low-cost, genuine benefit — just not the one it's usually sold as.

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Straight talk onAI that works.

Is AEO just SEO? What Google actually says

Do you need llms.txt? (Google ignores it — here's who doesn't)

Straight talk on
AI that works.