ACTIVE INVESTIGATIONS
These are not case studies of past work. These are live experiments testing whether the principles explored on this property actually produce outcomes. Each experiment has a hypothesis, a method, and a refusal to report success before it is verified.
If an AI system generates consistent, high-quality content across a narrow domain, can it establish genuine authority faster than a human team with inconsistent output?
An AI system was trained on a specific body of domain knowledge and tasked with publishing daily content for 90 days. A comparable human team was asked to publish content in the same domain on a schedule they chose. Both were measured by backlink acquisition, reference frequency in industry discussions, and search ranking for domain-specific queries.
The experiment suggests that authority is a function of consistency and depth, not humanity. This challenges the common assumption that AI content cannot build authority. The counterargument — that long-term trust requires human relationship — has not yet been tested.
Do focused, single-purpose microsites with no navigation options outperform traditional multi-page websites for conversion?
Five microsites were built, each with a single purpose and no navigation. Each was compared against the company's existing multi-page website for the same traffic source. Conversion was defined as a specific business action: purchase, appointment booking, or qualified lead submission.
Choice paralysis is real, and most websites are designed to maximize choice rather than action. The microsite's success appears to come from clarity of purpose, not from any technical advantage. The unanswered question: can microsites scale, or are they only effective for narrow use cases?
Can a single, obsessively optimized page with genuine depth outrank entire agency websites with hundreds of thin pages?
One page was created targeting a specific, competitive marketing-related query. The page contains 12,000 words of original analysis. It was compared against the top 20 ranking pages for the same query, all of which belong to established agencies with hundreds of indexed pages.
Early signals suggest depth and specificity are winning over volume, but the experiment is not yet conclusive. If the page reaches the first page, it will challenge the content-volume strategy that most agencies pursue. If it does not, it will confirm that domain authority remains the dominant ranking factor regardless of page quality.
Can local specificity and personal narrative outperform generic corporate messaging in local search and social proof?
Ten small local businesses were given a framework for creating specific, owner-driven content. Their performance was compared against ten comparable businesses in the same categories that used generic corporate-style marketing.
Local specificity and personal narrative appear to create trust that large brands cannot replicate with generic messaging. The experiment is approaching statistical significance and suggests that small businesses have an underexploited advantage in local marketing.