About

I started this lab for a petty reason: I was tired of reading "AI search optimization" advice that was just SEO advice wearing a fake mustache. Ten-step checklists, zero experiments. Nobody was showing their work, so I decided to do the work and show it.

Here's the bet: when someone asks an AI assistant who to hire or what to buy, the businesses that get cited win. The ones that don't are invisible. That's the highest-intent moment in the buying journey, and almost nobody knows how to earn it — because almost nobody is measuring it.

What you'll find here

• Findings: write-ups of experiments I ran. What I asked, what got cited, what I think it means, and where I could be wrong.
• Playbooks: practical guides built on the findings. Only tactics that survived contact with real data make it in.
• Data: citation patterns across niches, updated as I test more. Gets more interesting over time.

My bias, stated plainly

I think most GEO content is garbage. Recycled checklists, agency marketing, confident claims with no numbers behind them. This lab exists to find out what's actually true, one experiment at a time. When I'm wrong, I publish that too.

Contact

If you spot a mistake or want me to test something, the findings are published openly — and corrections get published just as openly.