How I work

I start with the decision someone is trying to make, then work backwards to the evidence worth checking.

The short version

• I test the obvious explanation before chasing clever ones.
• I use first-party documentation and live SERPs where possible.
• I separate what I know from what I suspect.
• I revisit notes when tools, interfaces or search behaviour changes.

Sources stay attached to the note they support. I do not publish invented case studies or hide uncertainty behind polished language.

If you spot a weak claim, use the corrections route or email me.