BOTS & ACCESS
4 CASE STUDIESWhat server logs reveal about the machines reading your site - and the silent blocks nobody configured on purpose.
№ 01
AI Bots Kept Knocking On Doors This Site Abandoned Years Ago
Five AI crawlers made 1,500 requests. Five reached content. The rest hit doors the company forgot it had.
№ 02
The Firewall Blocked 2 In 5 Of Claude's Crawler Visits
Nobody decided to block Anthropic. Bot protection did it anyway - on the one crawler with no side door.
№ 03
The Site That Vanished From AI's Favorite Dataset
A 'block low-value crawlers' cleanup swept Common Crawl into the same bucket as a scraper. Nobody noticed for two months.
№ 04
Every Page On This Site Had The Same Birthday
The team published new material every month. The site's markup said nothing had ever changed.
TECHNICAL FINDINGS
3 CASE STUDIESThe invisible layers - schema, duplicates, forgotten surfaces - where a site contradicts itself and machines notice.
№ 05
The Site That Was 16x Bigger Than Itself
One checkbox in the CMS multiplied the site by 16. Nothing in the tooling asked whether there were 15 translations to fill it.
№ 06
The Page Says £8,000. The Schema Says 'Ask Us.'
The pricing model changed. The visible page got updated. The schema kept saying whatever it said the day it was written.
№ 07
4.7 Stars On The Website, 1.0 Star On Google
An unclaimed profile is still your profile. Its statement is just being written by whoever bothers to show up.
CITATIONS & CONTENT
4 CASE STUDIESHow pages earn citations in AI answers, and how companies destroy their most citable assets without noticing.
№ 08
The Article Google Ignored Became ChatGPT's Favourite Source
The most valuable AI asset this company owns spent months invisible for the price of a sitemap entry and some internal links.
№ 09
The Site Published Real Prices - And AI Stopped Making Them Up
The question 'what does X cost' does not go unanswered because you declined to answer it. It gets delegated - to the least accurate sources on the internet.
№ 10
The Most Citable Pages On The Site Were Deleted
A statistics roundup can be the deadest wood in the archive by pageviews and still be the most machine-quotable asset the company owns.
№ 11
The Gap That Showed Up In Every Engine
Presence flatters. Absence under favorable conditions is hard evidence - and this gap showed up in every engine at once.
MEASUREMENT & CRAFT
3 CASE STUDIESReading the data honestly - the scary charts that mean nothing and the flattering numbers that lie.
№ 12
We Fixed The Rankings. The Clicks Never Came.
Position 6 in 2026 is not what position 6 was when the CTR curves in everyone's models were fitted.
№ 13
Impressions Fell 53% And Nothing Was Wrong
Google showed the site to half as many searchers and the site got the same number of visits. That is not decline. That is pruning.
№ 14
47% Or 94%? Both Numbers Came From The Same Data
The self-serving surprise is the most dangerous number in a report, because nobody in the delivery chain has a motive to challenge it.