Conjecture (page 1 of 7)
Optimising for the surfaceless web
The web we built had surfaces. We could design them, decorate them, and fight for space upon them. That web is gone. There are no more surfaces - only systems.
The Hotmail effect
Once, a Hotmail address meant you didn’t know what you were doing. Now, it might mean you’re the only real thing left.
Marketing against the machine immune system
The future of marketing isn’t storytelling. It’s engineering trust into the systems that machines depend on.
If you want your blog to sell, stop selling
Stop trying to make every page a conversion engine. Accept that ads and content are different things. Be useful, be generous, be memorable.
On propaganda, perception, and reputation hacking
For the last two decades, SEO has been a battle for position. In the age of agentic AI, it becomes a perception battle, fought with propaganda.
There’s no such thing as a backlink
How SEO’s most common link myths flatten complexity, ignore trust, and risk making your strategy irrelevant in the AI-shaped web.
Standing still is falling behind
The internet isn’t a museum. It’s a coral reef - a living ecosystem in constant flux. You can sit perfectly still and still be swept miles off course.
Shaping visibility in a multilingual internet
Why your brand is being interpreted, misrepresented, or hallucinated in markets you’ve never touched - and what to do about it
