What we are thinking about.
Notes from running 8 publications and building tools for them. Restaurant SEO, local marketing, the boring parts that move the needle.
Structured Data for Google AI Overviews: The One Signal Nobody's Doing Right
Everyone's obsessed with stuffing schema everywhere, but Google’s AI overviews gulp down your markup like it’s a cocktail of noise and bullshit. Here’s why nobody’s nailing the one signal that actually matters.
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AI Content Detectors in 2026: Why They're Still Garbage and How They Ruin Real SEO
AI content detectors remain a useless, broken joke in 2026, wrecking legit SEO efforts while boosting lazy content farms and grift agencies. Here's why.
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LLMS.txt and Perplexity: Why Your Site's Crawlability Is Still a Hot Mess
If you think tossing in an LLMS.txt file or preaching “perplexity reduction” is going to magically fix your crawlability problems, you’re dead wrong. This is SEO cargo cult 2.0.
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Applebot-Extended Visibility? Spoiler: Apple Is Still Ghosting Publishers Who Actually Work
Apple’s much-hyped Applebot expansion is nothing but smoke and mirrors. Publishers bust their asses creating quality content—and Apple’s crawler still acts like a flaky Tinder match.
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Google Search Console Discover Traffic Attribution: A Peak Nothingburger for SEO ROI
Google’s Discover traffic metrics in Search Console are a misleading distraction, not a silver bullet for proving SEO ROI. Here’s why you should stop wasting time on it.
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Core Web Vitals Are Dead Weight - Here's What Google Really Cares About in 2026
Core Web Vitals were the SEO world’s sacred cow—until they became a bloated distraction. In 2026, Google isn’t chasing your LCP or FID anymore; it’s playing a far different game.
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Schema.org Adoption: The Lazy Publisher's Excuse for Invisibility in Google's AI-First Era
Relying on schema markup as a shortcut to SEO glory is the new lazy publisher hustle. In 2024, it’s not your golden ticket—it’s your invisibility cloak.
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The IndexNow Myth: Why Instant Indexing Is Mostly Bullshit for Publishers in 2026
Instant indexing promises the moon but delivers a slow trudge — here’s why IndexNow is a glorified notification system, not a game-changer for publishers.
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Why Yoast and Rank Math’s AI Features Are SEO Grift 2.0 — And How They Sabotage Your Content
Yoast and Rank Math’s latest AI gimmicks aren’t innovation. They’re lazy, self-serving cargo cult designed to keep you locked in a cycle of mediocre content and endless plugin dependency.
Read →Entity SEO for Local Businesses: How Google Really Understands Your Brand
[caption id="attachment_4036" align="aligncenter" width="592"] Google views your business as a data network: maps, reviews, and structured data act as key “entity” signals.[/caption] En…
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