Field Notes — Thought leadership
The lag is the product
Every SEO tool sells you a bigger index. None of them can tell you which of last quarter's forty changes is the reason traffic moved in March.
Aug 12, 2026 · 2 min read
This month
Browse the archiveAI Overviews are quietly reshaping click-through
Twelve months of SERP change, measured from the traffic side rather than the ranking side — and what it means for pages that used to win position three.
Aug 9
The 90-day lag that makes reporting lie
Why the monthly dashboard keeps crediting the wrong release.
Aug 4
Changelogv1.8 — crawl diffing
Faster snapshots and per-page history, with migration notes.
Aug 1
Open early access is here
Connect a site, import a year of history, watch the calendar fill in.
Jul 28
Industry newsSearch Console data is sampled
We reconciled the API against server logs for ninety days straight. The gap is larger than most dashboards admit, and it is not uniform.
Jul 22
Earlier
All postsWhat a good change log looks like when SEO reads it
Thought leadership · Jul 18What we shipped in alpha.2
Changelog · Jul 15Three months of Gemini citations, counted by hand
Industry news · Jul 11GEO is not a rebrand of SEO
Thought leadership · Jul 8Why we built Lunar Buoy
Company news · Jul 2The index is not the inventory
Industry news · Jun 30How we correlate a deploy with a ranking move
Thought leadership · Jun 24Calendar joins Search Console
Changelog · Jun 20When the ranking stays and the answer still changes
Industry news · Jun 18GSC still cannot tell you if an AI Overview took the click
Thought leadership · Jun 12
Field notes, once a month
No digest spam. One long read and the changes worth knowing about.