Long-form notes on what's working in organic growth. Published when there's something worth saying. Treated as one body of work, not five channels.
It's a good company with a solid product. That's not the problem. The problem is that almost all of its organic discovery is branded - and in an AI-answer world, that's more fragile than it looks. Here's what a healthy branded / non-branded mix looks like by business type.
Read postDiscovery that already knows your name isn't an acquisition channel. It's your existing demand walking back through the front door and getting counted as growth.
- from "A good brand, and all its traffic is branded"
If almost all your organic traffic is branded, you don't have an acquisition channel - you have demand you already created showing up again. Why that's fragile in an AI-answer world, plus a healthy branded / non-branded benchmark by business type.
ReadAmazon measured its Google dependency before it became a problem. Most D2C brands are living through that same moment with AI search right now. You're either in the AI answer or you're invisible. There's no page two.
ReadA score is a thermometer, not a verdict. How to read AI visibility scores without misreading them - and the one question your report should answer.
ReadEvery founder call ends with the same question. Here's the owned / rented / borrowed real estate framework I won't ship without - and why the score alone isn't insight.
ReadI ran 5 recently-funded Indian startups through ChatGPT and Google's AI Overviews. 4 didn't exist. The fifth had a 2-year head start - and a fragility most founders don't see.
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