Independent analysis of search, AI & growth
Field notes, teardowns and original data on SEO, AI search and paid growth, written by Alex Marjanovic.
SEO research 10 min read · Oct 2, 2026
Your keyword tool lists "running shoe" and "running shoes" as two keywords with two volumes. Across 690 live Google searches they returned the same page one about half the time. What decides which half you are in is not grammar, it is how many words are in the keyword.
Read the study →SEO research · 8 min read
AEO research · 10 min read
SEO research · 8 min read
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Behind Search Insider
Alex builds and advises online businesses, from companies of his own to strategy, ecommerce and product design work for others. He writes Search Insider out of a standing suspicion of anything the industry calls best practice.
