I'm Colin McDermott. I write about SEO, GEO, and AI search.
Currently: Head of SEO at Whop. Previously: Search Candy clients including The Times, CEF, Fired Earth, Lending Works, Think Money.
SEO
Two decades of notes, posts, and resources on technical SEO, content, and organic strategy. The fundamentals haven't gone anywhere - they've just got more interesting.
GEO & AI Search
Generative Engine Optimisation, LLM visibility, prompt tracking, and the new shape of search. Roughly half my practice now lives here. Notes from the frontier.
Ecommerce SEO
Platform-specific guides, technical deep-dives, and category-level strategy for ecommerce. Magento, Shopify, headless, and everything in between.