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.
OpenAI’s Ad Pilot: Marketers Jump In Out of FOMO, Not Because It Works
Marketers are flocking to OpenAI’s ad pilot driven by FOMO rather than proven results. The platform’s value remains unproven weeks in, exposing the hype-driven grift in AI marketing.
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News UK Weaponizes The Times’ First-Party Data into Synthetic Audiences — Advertisers Beware
News UK turns The Times’ first-party data into synthetic audiences, selling advertisers guesswork disguised as precision targeting. Another media grift, wrapped in AI buzzwords.
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Meta’s Foray Into Connected TV Ads Is a Desperate Play to Monetize Your Living Room
Meta’s push into connected TV ads isn’t a breakthrough — it’s a desperate attempt to sustain ad revenue as its core platforms stall, repackaging old tactics on a new screen.
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‘Who Owns Growth?’ The Marketing World’s Latest Circus of New Titles and Zero Real Change
Marketing’s obsession with new ‘growth’ roles is just another rebrand stunt unless companies fix the organizational chaos beneath. Hiring titles without ownership is a waste.
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Clicks Are Cheap: Why Chasing Volume is the SEO Industry’s Biggest Lie
The SEO industry’s fixation on click volume is a lazy, misleading metric that masks real failures. It’s time to prioritize value over vanity metrics and demand real business impact.
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AI’s B2B Buyer Journey Shake-Up and Apple’s CEO Shuffle: What Marketers Need to Know
AI is rewriting the B2B buyer journey while Apple’s CEO change signals a privacy-first marketing era. Lazy agencies and grift sellers beware: the game has changed.
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Why Your Brand’s Value Beyond Price Is Just Marketing Noise—Unless You Actually Deliver
Strong brands only command price premiums if they consistently deliver real value. Without operational excellence, brand power is just marketing noise.
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The Career Bullshit You’ve Been Fed: Spoiler, You’re the Only One Who Really Cares
Your career isn’t waiting for a perfect moment. Stop falling for lazy narratives and start owning your professional journey right now.
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Why Your SEO Agency Sucks at AI in 2026 - And How to Fire Them Before They Kill Your Rankings
If your SEO agency still thinks slapping ChatGPT-generated fluff on your site is "AI strategy," congratulations: you’re about to watch your rankings die. Here’s why ditching them yesterday is the only way forward.
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Structured Data for Google AI Overviews: The Lazy Publisher's Path to Invisible Content
Google’s AI snippets sound like a win for publishers, but structured data here is just a lazy shortcut that buries your content in favor of Google’s own ecosystem.
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AI Content Detectors Are the New SEO Guru Grift - How They Fail Miserably in 2026
AI content detectors promised to save us from a sea of algorithm-fed drivel but instead became just another lazy agency cash grab. Here’s why they’re broken and always will be.
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Applebot-Extended Visibility: The Overhyped Myth That Wastes Publisher Time and Budget
Applebot isn’t the SEO game-changer it’s cracked up to be. Publishers wasting precious cycles chasing its phantom signals are falling for a well-marketed myth.
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Core Web Vitals Are Overrated Garbage - How Google's Signal Weight Is a Peak Nothingburger
Google’s holy Core Web Vitals obsession is nothing more than a marketing smokescreen. Here’s why the metric weight is laughably low and the whole charade needs to die.
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Google Discover Traffic Attribution Is Broken Beyond Repair - Here’s Why You’re Lying To Yourself
If you think your Google Discover numbers mean anything, you’re either deluded or playing dumb. The attribution is so screwed, it’s a masterclass in data fakery.
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Schema.org Adoption Gaps Are Crushing Your AI Visibility - And No One Is Talking About It
If you think AI visibility is just about keyword stuffing or fancy content, you're already losing. The real killer? Half-assed Schema.org markup that every lazy agency pretends to implement.
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Why Yoast and Rank Math AI Features Are a Lazy Agency Excuse for Mediocre SEO
If your agency leans on Yoast or Rank Math’s AI gimmicks to "optimize" your site, you’re in for a rude awakening. Those features are not magic—they’re the new lazy fallback for SEO incompetence.
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IndexNow’s Real Impact Is a Big Fat Nothingburger — Microsoft’s Grift Exposed
Everyone’s talking about IndexNow like it’s the next SEO messiah. Spoiler: It’s not. It’s a lazy Microsoft stunt riding on your content’s coattails.
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LLMs.txt Is SEO Snake Oil in 2026 - Stop Believing the Perplexity Fairy Tale
The whole “LLMs.txt” hype is the latest SEO grift: a dead-end, tech-babble excuse for agencies to sell compliance theater. Here’s why it’s pure snake oil.
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