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.
Neutonic’s $6M Raise Exposes the Creator Economy’s Energy Drink Bubble
Neutonic’s recent $6 million raise highlights how creator-founded energy drink brands are riding hype, not innovation, in a saturated market dominated by industry giants.
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Supergoop’s Mass Appeal Gambit: Target and PGA Deals Signal Sunscreen Brand’s Pivot from Premium Niche to Mainstream
Supergoop’s new partnerships with Target and the PGA signal a deliberate pivot from niche skincare darling to mass-market contender, raising hard questions about brand identity and growth strategy.
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Dhar Mann’s Speed Dating Scheme: A Lazy Shortcut to Creator-Brand Collabs That Won’t Scale
Dhar Mann’s new speed dating events for brands and creators are a flashy, lazy workaround that risks making influencer matchmaking even more superficial and inefficient.
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Structured Data for Google AI Overviews: Stop Wasting Time on Half-Baked Implementations
If your structured data is just slapped on with Yoast defaults or copied from some Rank Math tutorial, congratulations: you’re feeding Google’s AI a half-assed feast. Here’s why that’s killing your SEO and how to stop pissing your time away.
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Applebot-Extended Visibility Is a Ghost: Why You're Chasing Phantom Traffic with No Returns
Everyone’s hyping Applebot as the next big SEO jackpot, but spoiler alert: it’s a mirage. Here’s why your time and budget chasing Apple’s ghost crawler is a colossal waste.
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Google Search Console Discover Traffic Attribution: The Broken Metrics No One Talks About
Google’s Discover traffic data in Search Console is a joke — a misleading mirage that agencies lean on to peddle snake oil. Here’s why you should stop treating it like gospel.
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The SEO Agency Grift in 2026: Why Your "10x AI Optimization" Package Is Peak Lazy Nonsense
The "10x AI Optimization" pitch is the latest desperate scam from lazy SEO agencies doubling down on grift. Spoiler: AI doesn’t mean magic, and no plugin will save your rankings.
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IndexNow Hype vs. Reality: Why Your 'Instant' Indexing Is Just a Marketing Fairy Tale
IndexNow promises lightning-fast indexing, but the truth is your URLs won’t magically rocket to the top of search results. Here’s why the whole “instant” indexing pitch is garbage.
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Snapchat Turns Ads Into AI Chatbots, Dumping Traditional Marketing in DMs
Snapchat’s new AI-powered "Agentic Ads" turn branded Snaps into chatbots inside your DMs, weaponizing conversational marketing and deepening data exploitation.
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Why llms.txt Is a Perplexing SEO Dead End: The Truth About Its Zero Impact on Crawl Efficiency
llms.txt promises to streamline AI crawling — but it’s a baffling distraction and a dead-end for SEO. Here’s why it does nothing for crawl efficiency and everything for confusion.
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Stagwell’s Agent Cloud: Another SaaS Toolkit Promising SMBs an AI Edge—Spoiler: It’s Not Magic
Stagwell’s new 10-agent marketing toolkit targets SMBs hungry for AI-powered growth, but it’s more hype than breakthrough. Here’s why the AI SaaS pivot is overhyped noise.
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Paris Hilton and McCormick Launch Millennial-Focused Seasoning Line with Digital Cooking Series — But Don’t Expect Another Influencer Fad
Paris Hilton and McCormick are teaming up on a millennial-focused seasoning line paired with a digital cooking series. It’s a smart move, but don’t expect a typical influencer fluff play.
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Neutonic’s $6M Raise Exposes the Creator Brand Hype Bubble in Energy Drinks
Neutonic’s recent $6 million raise highlights the overhyped creator brand narrative dominating the energy drink space and exposes the lazy VC hype machine behind it.
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Snapchat’s Agentic Ads Turn DMs Into Brand Chatbots—Welcome to the Future of Inbox Spam
Snapchat’s new AI-powered ads will let brands DM users directly, turning inboxes into chatbots. It’s the latest escalation in invasive marketing tactics that users won’t welcome.
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Stagwell’s ‘Agent Cloud’ Is Just Another Overhyped SaaS Mirage for SMBs
Stagwell’s new ‘Agent Cloud’ toolkit is yet another overhyped SaaS product promising AI-powered marketing magic for SMBs but delivering little real value.
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Paris Hilton’s Latest Venture: A Millennial-Targeted Seasoning Line with McCormick, Minus the Usual Celebrity Hype
Paris Hilton and McCormick team up to launch a millennial-focused seasoning line paired with a digital-first cooking series, breaking from typical celebrity product flops.
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Neutonic’s $6M Raise Exposes the Myth of Energy Drink Branding by Creators
Neutonic’s $6 million raise highlights how ‘creator-founded’ energy drink brands are more about marketing smoke than real innovation in a saturated market.
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Senior Marketing Roles Surge 143%—But Don’t Pop the Champagne Yet
Senior marketing jobs paying over £80,000 have surged 143% year-over-year, but the overall hiring scene is fragmented and brutal. This isn’t a hiring boom; it’s a selective squeeze.
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