Iona Karras
Contributing Editor, Search and Strategy
Iona has been writing about search since the Penguin update broke half her clients in 2012. Junior copywriter at R/GA, then creative director at a London independent shop, then head of search at a mid-size NY agency, and now running a three-person consultancy out of Brooklyn. She covers the parts of search that the old SEO playbook does not, which in 2026 means programmatic SEO under the new uniqueness bar, answer engines, and the pages models actually cite.
Posts by Iona.
- technical-depthApr 25, 2026 · 10 min
The llms.txt File: What It Is and Why You Need One
llms.txt is the answer engine equivalent of robots.txt. Here is the spec, the example file, and the 15-minute setup that improves your odds of being cited.
- mid-market-playbookApr 25, 2026 · 15 min
The 90-Day Organic Growth Plan for a Multi-Location Business
Six 15-day phases for a 5-to-50-location B2B services business to triple indexable footprint and double organic conversions in one quarter.
- pseo-geo-aeoApr 25, 2026 · 19 min
pSEO in 2026: What Changed After the November Algorithm Update
pSEO did not die in November 2025. The thin-content pages did. The new bar is 500 words and a real data shape. Here is the 2026 operating manual.
- pseo-geo-aeoApr 25, 2026 · 13 min
Geo Pages That Don't Get Penalized: The Content Uniqueness Bar
A geo landing page can rank for years or get deindexed in a week. The difference is the uniqueness bar: 500 words and a 40 percent n-gram threshold.
- technical-depthApr 25, 2026 · 12 min
Core Web Vitals Changed in 2025: What Mid-Market Sites Need to Do
INP replaced FID in 2024 and Google tightened scoring in 2025. Here is exactly what mid-market sites need to fix, with a 30-day remediation playbook.
- pseo-geo-aeoApr 25, 2026 · 20 min
AEO: How to Rank on ChatGPT, Perplexity, Claude, and Gemini
Answer engine optimization is the new half of the same SEO job. Here is the operating manual for getting cited by ChatGPT, Perplexity, Claude, and Gemini.