The Doorman Fallacy Field Notes The Doorman Fallacy Thought experiment: how would you improve rail transit? Sutherland gives…Alex BirkettApril 8, 2025
The New Gold Field NotesSEO The New Gold Assuming AI continues along its current trajectory, it will do…Alex BirkettFebruary 18, 2025
Armchair SEO Field NotesSEO Armchair SEO There’s something undeniably alluring about playing the armchair quarterback. From…Alex BirkettFebruary 3, 2025
Boots on the Ground Field NotesSEO Boots on the Ground First, let’s talk about the deleterious effects of architecting an…Alex BirkettFebruary 3, 2025
SEO Epistemology Field NotesSEO SEO Epistemology This essay is for the nerds who love decision theory,…Alex BirkettFebruary 3, 2025
When SEO Success Doesn’t Translate to Business Success Field NotesSEO When SEO Success Doesn’t Translate to Business Success We don’t usually work with very early-stage companies. Our ideal…Alex BirkettFebruary 3, 2025
A Meditation on Attention Field NotesSEO A Meditation on Attention It's often said that time is the only truly finite…Alex BirkettJanuary 3, 2025
Cargo Cult SEO Field NotesSEO Cargo Cult SEO During World War II, remote Melanesian islanders observed Allied forces…Alex BirkettJanuary 3, 2025
Wittgenstein’s Attribution Model Field NotesSEO Wittgenstein’s Attribution Model Attribution models. If you’re in B2B, you’ve heard of them,…Alex BirkettJanuary 3, 2025