Topical architecture: the unglamorous work that compounds Why entity-mapped clusters outperform keyword lists at every stage of an organic system — and how to actually build one without getting lost in theory. Most SaaS SEO programmes are built on keyword lists. A spreadsheet of 200–2000 terms, sorted by volume and difficulty, with a few priority…

Positioning a SaaS company in the AI-saturated category Every category now has a dozen “AI-powered” entrants. How to position yours without sounding like the rest of them — and why the positioning work matters more in 2026 than it did in 2020. Run a search for any SaaS category right now. Project management, customer support,…

Programmatic pages: the unfashionable acquisition channel that still works A pragmatic guide to building programmatic page systems that don’t trip Google’s thin-content filters, and actually compound. The acquisition channel that everyone declared dead, still quietly producing the best ROI on the internet. Programmatic SEO went out of fashion sometime around 2022. Google’s helpful content updates…

Perplexity vs ChatGPT: two retrieval philosophies, two SEO strategies They look similar on the surface. They retrieve content fundamentally differently. Understanding the difference shapes what you publish — and what gets cited where. From a user’s perspective, Perplexity and ChatGPT do roughly the same thing: you ask a question, you get an answer with sources….

Notes on being an operator in someone else’s system A short essay on what it means to run growth infrastructure inside a SaaS company you don’t own — and the discipline it requires. There’s a particular kind of work I keep returning to in my career: running growth infrastructure inside someone else’s company. Not as a…

Why technical founders should treat their own writing as infrastructure Your essays, talks, and repos compound differently than your company’s marketing. Here’s how to architect personal distribution without becoming a content creator. Most technical founders fall into two failure modes around personal distribution. They either avoid it entirely — “I just want to build” —…

Entity disambiguation in the LLM era Your brand is an entity. Your competitor is an entity. How AI retrieval differentiates between them is now a foundational SEO concern, and the work to disambiguate properly is structural, not promotional. For most of search history, the unit of competition was the keyword. You ranked for “project management…

Discoverability infrastructure, not campaigns The operator mindset shift: systems you architect once and compound for years, rather than campaigns that decay the moment you stop running them. The single most important reframe for SaaS growth in 2026. Most SaaS growth teams are running on campaign infrastructure. Quarterly launches, seasonal pushes, monthly content sprints. Each motion…

What makes content actually compound (and what doesn’t) Most content decays. Some compounds. The difference is structural, not editorial — and it shapes what’s worth publishing in the first place. Every content marketing program produces two kinds of content: pieces that decay and pieces that compound. They look similar at publication. They diverge sharply over…