A page is more than just a container for words
The latest SEO fad is the idea that websites need a machine-only version. Strip out the layout, remove the “noise”, and hand LLMs a simplified view of your content.
Conjecture (page 1 of 8)
The middle is a graveyard
Why breadth, mere adequacy, and the “middle of the market” fail in an age of omniscient, agent-led decision-making.
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.