Thomas is CPO and Partner at Bonzer, where his day-to-day work centres on analysing Google's algorithm and developing SEO as a product. He translates the constantly shifting search landscape into repeatable methodology that Bonzer's team and clients can execute against.
Beyond client work, Thomas writes for Search Engine Journal, DanDomain and Detailfolk, and teaches Digital Media Strategy at Copenhagen Business School and SEO at DMJX - bringing current agency work into the classroom and back again.
At Morrison, Thomas is the SEO and content expert at the table. He translates what actually makes content work in search into product decisions - Chat, Skills, the live data integrations - so the platform matches how content teams really operate, not a sanitised version of it.
- CPO, Morrison - SEO and content expertise, translated into product decisions
- CPO & Partner, Bonzer - Analysing Google's algorithm and developing SEO as a product
- Writer & Lecturer - Search Engine Journal, DanDomain, Detailfolk; Copenhagen Business School, DMJX
Articles by Thomas
- Product
One switcher. Every chat a search away.
Website, organization and account in a single menu at the top of the sidebar. Recent chats in the sidebar and an All chats page with search across your whole history. Segments switchable from the URL list, regex in path filters, and the agent can now answer questions about Morrison itself.
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Canvas: a place for the long work.
A panel beside Content Chat for briefs, drafts, reports and page extracts. The agent writes there and edits in place, documents live in tabs saved with the chat, you highlight any passage and ask about it, and any page on your site opens next to the conversation.
- Product
Chat remembers.
Morrison Chat now carries durable facts across conversations: a working note for the session, your own preferences, and facts about the site shared with the team. Curated, not recorded, and never a substitute for live data. Automations share it too.
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Claude Fable 5.1, Opus 5, GPT-6 Astra and Gemini 3.8 Flash.
Four new models in the Morrison picker: Anthropic's Fable 5.1 and Opus 5, OpenAI's GPT-6 Astra, and Gemini 3.8 Flash as the new Flash workhorse. Same Skills, same integrations, switchable per message.
- Company
Morrison is a Global Search Awards 2026 finalist.
Shortlisted for Best Software Innovation at the Global Search Awards 2026. What the category recognises, why it matters to the team that built Morrison inside Bonzer, and what happens in Dublin on 23 September.
- Product
Automation emails: reports go to them, failures go to you.
Send failure notices to different recipients than the reports themselves, so clients and leadership only ever see finished work. Plus CC, BCC, a custom subject line and an optional disclaimer on every automation email.
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Files you can download. Straight from Chat.
Ask for an export and get one: Chat now creates CSV, XLSX, Markdown and JSON files that appear as download chips in the conversation, with a Session files panel and the ability to build on a file in a later turn. Private to you, tied to the chat.
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Claude Sonnet 5 is the new default. And a clearer model picker.
Sonnet 5 becomes the starting model for every new chat, the picker gains one-line descriptions and cost-tier indicators for every model, and OpenAI's GPT-5.6 family - Sol, Terra and Luna - joins the lineup.
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Charts in Chat. And in your inbox.
Chat can now answer with bar, line and pie charts drawn inline from live Search Console, GA4, Google Ads and Ahrefs data, with values on hover. Automation emails render the same charts, so a weekly digest opens with the trend at the top.
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Chat context: say it once.
A free-text field for standing guidance to the agent, at two levels: personal context that follows you everywhere, and website context shared by everyone working on that site. Read at the start of every chat and every automation run.
- Product
HTTP status on every URL.
The crawler now records each page's HTTP status and redirect target, shows it as a badge in the URL list and page detail, follows same-domain redirects, and keeps lists focused on live pages by default. A redirect audit without leaving Morrison.
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Automations: schedule an autonomous agent.
Write a prompt once, give it a schedule, and Morrison runs it on its own - the same agent, crawl, integrations and Skills as Content Chat. Hourly, daily or weekly runs; output to email or the run log; a full activity trace and credit cost on every run; built on the pre-defined Skills you already use.
- Product
Claude Fable 5 joins the model picker.
Anthropic's newest generation lands in the Morrison model picker: Claude Fable 5, for the work where tone and judgment both matter. Same Skills, same integrations, switchable per message - alongside Opus 4.8, Gemini 3.5 Flash and the rest of the lineup.
- Product
Faster Chat. Smarter crawling. Exports that scale.
A round of improvements with one theme: keeping up with real-world scale. Chat answers stream in smoothly and long threads open instantly, you can rate any answer, URL lists sort by real traffic and export in full, and crawling now works on sites that used to fail.
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Google Ads. Now an integration in Chat.
Google Ads joins Search Console, GA4 and SerpAPI as a first-class source in Morrison Chat. Read-only by design, with the real value in combining it with the rest - paid × organic overlap, landing-page quality scored against spend, paid keyword gap against the live SERP.
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Pick the model. Gemini, Claude, or OpenAI.
The model behind your chat is now your choice. Six presets across Gemini, Anthropic and OpenAI, switchable per message, with the same Skills, tools and integrations on every one.
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Twenty new system Skills. Live in Chat.
Twenty pre-written playbooks for the work content teams do over and over - audits, briefs, refreshes, decline diagnoses and governance gates. All grounded in your crawl, with Search Console, GA4 and SerpAPI on tap.
- Product
Live search data in Chat. And Skills.
Morrison Chat can now reach Google Search Console, GA4, SerpAPI and Ahrefs directly. And Skills – pre-written playbooks you run in Chat – just launched.