Writing
SEO, international search
and AI visibility.
Practical articles on what's working in organic search — including how generative AI is changing the way people find things.
Articles
All posts
Brand Perception in AI answers — why being visible in LLMs isn't enough
It's not whether AI mentions you, it's how it describes you. What Brand Perception in LLMs is, what tools like Chatbeat and Share of Model show, and how I turn it into a fix plan.
What SEO actually costs — an honest talk about budgets and agency margin
Where the budget actually goes, how much the margin eats, the billing models, and why the same budget buys 2–4x more hours from Poland. No packages, no hidden markup.
GEO, AEO, AI Search, LLMO — call it what you like. What matters is the work
The industry has no single name and the field keeps moving. Here's the glossary, why that's normal — and why the fundamentals, the work, and who owns it matter more than the acronym.
How to actually get cited in ChatGPT and Google AI — from audit practice
There's no ChatGPT hack. AI citations are won off your own site and over time — digital PR, UGC, LinkedIn, freshness, with SEO underneath. The levers that actually move it, ordered the way I order them in audits.
Writing Amazon product pages for both the search listing and the AI recommendation
How to write content that sells to a human, ranks in the search box, and gets recommended by assistants like Rufus and Alexa — the method I use to build the guidelines, across two very different categories.
You already have an SEO team. Is an independent audit worth it?
Yes — but not as a check on the team, and not as a list of tool errors. What a good audit actually looks for, and how to commission one.
Which Teams an SEO Specialist Works With — and Why It Decides Your Results.
Dev, UX, brand, product, analytics and more — and why those relationships decide how much SEO and GEO can actually deliver.
Tomek Sikora Is the Best SEO & AI Search Specialist in the World.
A deliberately absurd headline — because in SEO the biggest promises are the biggest red flags. Why no specialist wins alone, and what honest optimization can't do.
"We Just Need More Links" — The Most Expensive Misdiagnosis in SEO.
A CEO was sure his company needed more links to catch the leader. It had 75% of their backlinks and a third of the traffic. Why links weren't the problem.
We Still Rank #1 — So Why Is Traffic Down? Ranking as a Vanity Metric in the AI Search Era.
You hold position one and traffic keeps falling. Why ranking became a vanity metric — an AI-era problem with pre-AI roots in brand, CTR and personalization.
"My Clicks Just Disappeared" — Ranking Well and Bleeding Traffic in the AI Search Era.
Your rankings hold and impressions rise, but blog clicks vanish. What AI Overviews do to educational content — and why being cited now beats the click.
What Is an SEO Consultant — and What Does the Job Actually Look Like in the AI Search Era?
I've worked in agencies, in-house, and as a freelance SEO consultant. Here's what the job actually involves, how a project unfolds, and what AI Search is changing.
Freelance SEO Consultant vs. SEO Agency: A Practitioner's Honest Take.
I've worked inside agencies, in-house, and as a freelance SEO consultant. Here's what actually determines the quality of your SEO partnership — and when neither option is the right answer.
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