15+ years helping enterprise brands build defensible visibility across traditional search, AI-powered discovery, and the platforms that matter most. I got into digital marketing because I was fascinated by how people find things. Not the mechanics of algorithms, the human behaviour underneath. Why does someone type one thing instead of another? What makes them trust one result over another? What does a search query actually reveal about intent? Those questions led me into SEO. And SEO led me, over 15 years and some of the most competitive markets in the world, to a realisation: the tools we use to measure visibility are better at recording the past than predicting the future. Search behaviour has always moved faster than the strategies built to capture it. The brands that compound th...