Writing
Writing
Notes on visibility, systems, search, AI and things I'm building.
14 pieces
01
Case study · Systems
The hidden engineering behind a £1 test booking
What a £1 test booking revealed about booking holds, Outlook, Stripe refunds, idempotency and database migrations.
02
Case study · Systems
Adding Outlook to a booking system without making Outlook the booking system
How Connection Clinic uses Outlook to inform availability while keeping bookings authoritative inside its own platform.
03
Essay · SEO
Visibility Has Always Worked the Same Way
The channels change, but visibility has always worked by increasing the chances that the right person discovers you at the right time.
04
Case study · Systems
Why we built our own booking platform
How a limitation in third-party software led Connection Clinic to build its own therapist booking platform.
05
Method · SEO
Build a content library
Build a useful content library by answering real customer questions one article at a time.
06
Principle · SEO
Does Google understand your business?
Google increasingly understands entities, not just pages. Your website should make the business clear.
07
Checklist · SEO
Local SEO is more than a Google Business Profile
Local SEO is a checklist of consistent signals that help search engines understand where you operate.
08
Checklist · SEO
Review every article before publishing
A concise checklist for reviewing voice, focus, originality and insight before publishing.
09
Reference · SEO
SEO, AEO and GEO
A short reference defining SEO, AEO and GEO.
10
Principle · SEO
Why server-rendered content still matters
The technology is less important than whether crawlers can understand the important content without relying entirely on JavaScript.
11
Essay · SEO
You don't need completely original ideas.
Originality comes from perspective, experience and expression, not invention alone.
12
Essay · SEO
Your website isn't the problem. Your systems are.
A neglected website is often a symptom of weak ownership, inconsistent process and short-term thinking.
13
Book · Music
Beginner to Composer in 14 Days
A practical journey from first notes to a finished composition.
14
Framework · SEO
Visibility Framework
A four-part framework for understanding how businesses become easier to find, trust and recommend.