Resources
Reference material and buying guides, written to be quoted. Each one answers a question we get asked often enough that writing it down once was cheaper than answering it repeatedly.
Guide · AEO
Updated 2026-08-30 · 4 min read
Six failure modes, in the order worth checking them. The first is an engineering problem, and until it is fixed the other five cannot help you.
Read the guide →Guide · AEO for the trades
Updated 2026-08-30 · 5 min read
Assistants have quietly become a referral channel for the trades. Almost nobody in the sector is optimising for it, which is the opportunity.
Read the guide →Guide · Answering and booking
Updated 2026-08-30 · 5 min read
This is the question that decides whether the technology helps you or embarrasses you. It is also the one most vendors answer with a shrug.
Read the guide →Guide · Answering and booking
Updated 2026-08-30 · 5 min read
Every article on this subject quotes the same average. We went looking for where that number came from and could not find it, so here is the arithmetic instead.
Read the guide →Guide · Answering and booking
Updated 2026-08-30 · 5 min read
Every comparison on this subject is published by a company selling one of the two options. We build the AI kind, so read this knowing that, and check the arithmetic.
Read the guide →Reference · AI crawlers
Updated 2026-08-29 · 4 min read
Most robots.txt files we audit get at least one of these wrong. Usually it is the one that quietly removes the business from ChatGPT search.
Read the guide →Guide · AEO and SEO
Updated 2026-08-29 · 3 min read
They share a technical foundation and almost nothing else. Here is what changes, concretely, when the prize is a citation rather than a ranking.
Read the guide →Buying guide · AI call answering
Updated 2026-08-29 · 3 min read
Written for trades and service businesses. Several of these are questions we would rather you did not ask us cold, which is why they are the ones worth asking. We build these agents, and our own answer to question two is fifteen years in the HVAC trade across customer support, technical support, service, projects and emergency response.
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