Shalin Siriwardhana

Search, growth, and digital strategy notes.

Personal notes on SEO, AI search, content strategy, and durable organic growth.

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Notes / SEO / Nov 9, 2026

SEO Split Testing in 2027: How to Prove a Change Actually Worked

A before and after comparison tells you that something changed. It can't tell you what. Organic traffic to any group of pages is. The practical question is what this changes for SEO, content quality, and AI search visibility.

8 min read

A close-up shot of a person's hand holding a smartphone displaying a chatbot interface, with a blurred laptop screen in the background showing a B2B software comparison table.

Notes / SEO / Nov 9, 2026

The New Organic Growth Stack: Search, Social, Communities & AI

For our State of B2B AI Discovery 2026 report with AirOps, we tracked roughly 380,000 AI answers covering 81 enterprise software. The practical question is what this changes for SEO, content quality, and AI search visibility.

7 min read

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Notes / SEO / Nov 9, 2026

Tripadvisor Says SEO Will Still Weigh on Growth in 2027

Sandler suggested Viator, Tripadvisor's experiences booking site, has little SEO exposure. Noonan agreed and said the exposure. The practical question is what this changes for SEO, content quality, and AI search visibility.

7 min read

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Notes / SEO / Nov 7, 2026

Rank Data Problems, PageSpeed Scores & AI Training Opt Out, SEO Pulse

Two issues in the Google results that rank tracking tools collect can throw off ranking reports. Unrelated listings can crowd a. The practical question is what this changes for SEO, content quality, and AI search visibility.

7 min read

Notes / SEO / Nov 6, 2026

AI Knows What Your Brand Does, but Not Who It’s For

A practical view on AI Knows What Your Brand Does, but Not Who It’s For, focused on the signal to inspect, the risk to avoid, and the decision it should change.

6 min read

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Notes / SEO / Nov 6, 2026

Google Search Queries Hit a 5-Year High, and Search Revenue Didn’t Follow

Schindler listed four drivers of the slowdown from the second quarter to the third. Foreign exchange came first, and he called it. The practical question is what this changes for SEO, content quality, and AI search visibility.

7 min read

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Notes / SEO / Nov 6, 2026

November Click Spikes in Google Search Console Are Bot Traffic, How to Filter Your Reports

Not real human searchers: Between Oct. 31 and Nov. 2, 2026, several sites saw sudden 2x to 6.5x spikes in Search Console clicks. The practical question is what this changes for SEO, content quality, and AI search visibility.

6 min read

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Notes / SEO / Nov 5, 2026

AI Visibility Belongs in the Marketing Mix, but Not Where You Think

Most C-suite leaders have realized their organic clicks may never return to the numbers they saw before AI Overviews. But growth. The practical question is what this changes for SEO, content quality, and AI search visibility.

7 min read

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Notes / SEO / Nov 5, 2026

Google Explains How Redirects Affect Ranking Signals

One of the first things they did was to set the table and explain the difference between a 301 and 302 redirect. A 301 redirect. The practical question is what this changes for SEO, content quality, and AI search visibility.

6 min read

A close up shot of a person's hand holding a smartphone displaying a single AI generated text answer, with a blurred physical notebook and pen resting on a wooden table beside it.

Notes / SEO / Nov 5, 2026

AI Visibility Vs. Search Rankings: Is Your Agency Measuring the Wrong Thing for 2027?

A ranking is a position in a list. The user still has to scan the options and choose one. An AI answer isn't a list, it's a. The practical question is what this changes for SEO, content quality, and AI search visibility.

8 min read