Insights

Working notes, not thought leadership.

Technical write-ups from live work — what we changed, what it did, and what we got wrong. Written for people who will have to implement it.

All Build log India AI Search E-E-A-T Australia Technical Content Nuclear Medicine Strategy Diagnostic UX Practice

Article960×600

Build log — card image 8:5 · WebP/AVIF · ≤110KB · #img-post-brand-disambiguation

Build log9 min

Disambiguating a brand name three other companies already owned

A blockchain studio, a cemetery records company and a listed shell got to the word first. Here is the entity protocol, and the brand SERP at month zero.

Read

—Same notes, read aloudPODCAST · 3 LIVE

Podcast · EP.08

Fifty patient queries, four answer engines

26:10
MP3 128k
TRANSCRIPT REQ.
#pod-ep-08

Podcast · EP.09

AHPRA rule by rule, with a health lawyer

41:35
MP3 128k
TRANSCRIPT REQ.
#pod-ep-09

Podcast · EP.10

What frightened people actually read at 2am

22:58
MP3 128k
TRANSCRIPT REQ.
#pod-ep-10

Every published piece is recorded. Transcripts are posted with each episode, because a transcript is indexable and an audio file is not.