Field Notes
Field Notes
Writing on local search, AI search visibility, websites, and the work. Filed quarterly, from St. Louis.
- AI Search
We tested 47 St. Louis HVAC contractors on ChatGPT. Here’s what we found.
Most weren’t mentioned. The ones who were shared three structural traits.
- Local SEO
What we audit when we audit a Google Business Profile.
A 17-step checklist we run on every new client. Most owners are at 4 of 17.
- Web
The five tags every St. Louis business website is missing.
Schema, OG, canonical, robots — the basics, and why most local sites don’t have them.
- AI Search
How AI search actually works, in 800 words.
From web crawl to schema to citation to answer. The whole pipeline, no jargon.
One email a month
Filed from St. Louis.
What we're seeing in local search, what we're working on, and the occasional rant about Google's product team. No pitches.