AI-first growth strategist. Ex @eBay @Airbnb @PayPal @Fanatics @Bitdefender. Daily notes on SEO & AI search. The Lowest SEO in the World (I'm below sea level)

Netherlands
Joined March 2007
The story of the London Eye A 135-meter observation wheel on the South Bank, built to mark the year 2000. It was supposed to last five years; it became the most popular paid tourist attraction in Britain, and it never came down.
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If you see the adoption of META Muse, and understand a large part of it's success is due to the Distribution blast radius of Meta. They have multiple Billion user apps to throw on the GTM. Unfair? Build your own distribution, take it from @TheCoolestCool
Distribution is the only moat left in B2B SaaS. If you're a B2B company founder, here's exactly what you should be focusing on👇 1. AI search (get recommended by ChatGPT before buyers Google you) 2. Multichannel (LinkedIn creates demand, Reddit builds trust, Google gets the credit) 3. Day one shortlists (get picked before buyers even talk to sales) 4. Reddit (earn trust in communities that hate being sold to) 5. Content distribution (make your best ideas impossible to miss) 6. Founder-led media (turn your expertise into an audience that buys) 7. AI citations (find out WHY ChatGPT cites your competitors) 8. Zero-click discovery (influence buyers who never visit your site) 9. AI content filtering (surface that single useful insight buried in 100 AI posts) 10. Dark social (capture buying signals hidden in Slack, DMs & private groups) 11. Niche creators (reach 5K relevant buyers instead of chasing 500K impressions) 12. Research syndication (turn one original report into months of exposure) 13. AI buying agents (get shortlisted when AI compares vendors for buyers) 14. Customer advocacy (turn happy customers into your strongest referrals) 15. Search-to-social (show up across Google, Reddit, YouTube & AI answers) 16. Category positioning (stand out when every SaaS competitor sounds identical) 17. Content repurposing (turn forgotten webinars & podcasts into fresh assets) 18. Outcome-based content (optimize for pipeline, demos & revenue, not post counts) 19. Distribution OS (connect research, creation, publishing & measurement in one system) 20. Branded demand (make buyers search for YOUR company, not just your category)
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Has anybody thought about the tools which are build on Reddit trending topic to keep running. "Reddit is killing RSS feeds and ending public API access because of AI bots" AI headless browser on search strings? techcrunch.com/2026/09/30/re…
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Pay attention folks, quoting is growing
Fastest way to grow a small account on X right now is quote tweets you dont need followers. youre borrowing the audience of the post you quote my emirates QT was one line and did over 1M impressions the hard part is finding the right post while its still climbing. thats the whole setup below
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Sometimes the discussion about a folder or subdomain flares up again I just sit back and eat my popcorn 🍿🍿🍿
SEO Controversies through the years: • Subdomains vs folders (folders, mostly) • Google doesn't use anything like Domain Authority (they do) • Google doesn't use click signals (they do) • E-E-A-T doesn't influence your rankings (it does) • Disavow is a spam flag (unknown)
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Bots need to compete, train up for the agent olympics
I also made a Command Center Dashboard for my grok bot now My bots are so busy that I started losing an overview of what was done This helps
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Des this mean they see the same poisoned results? 🤔🤔
Interesting to see that despite the recent issues with rank tracking, @sistrix and @ahrefs still show similar trajectories for many sites in the last couple weeks
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You are only being helld back by the lack of your imagination.
Tell Grok an idea, and it builds a working version live in your chat. Grok Build is now available on every plan - on web, iOS, and Android.

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🧭 Reading @kevin_indig and @aleyda back to back is the best kind of homework. Kevin's Growth Memo uses Similarweb estimates for 10,000 domains each in the US and France: paid search traffic up 21% and 17.3%, organic down 13.2% and 24.4%, August 2024 to August 2026. Aleyda's latest SERP Squeeze Monday, also Similarweb, shows paid clicks on "coffee tumbler" in Google US down from 3.9K to 2.3K, September 2025 to September 2026. My take: the window, the scope and the metric all differ. Two years vs one. Thousands of domains vs one query. Site-level paid traffic vs clicks on a single SERP. That's exactly why measurement teams should never borrow a headline number as their own benchmark. Open question: is paid still growing in aggregate while specific commerce SERPs start to squeeze it too? Grateful to have friends who publish the data that makes these questions possible.
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AI is killing SEO traffic is not completely wrong, but definitely not completely right. I a new analysis of Similarweb data (10k domains, US + France, 3 years), I found Organic Search fell -13.2% in the US and 24.4% in France over the last 2 years. HOWEVER, not all of that is due to AI (Overviews). Paid Search has grown strongly over the same time horizon, probably due to more real estate in the SERPs and harder differentiation from organic results. Also, organic traffic losses are more concentrated in industries like publishing, which lost lost 41.5% in the US and 42.5% in France over the last 2 years. Lastly, Google's updates are aggressive and often reduce rank performance that can be, at least somewhat, recovered. So, as much as I see AI reducing clicks left and right, we should not throw the baby out with the bath water. Full analysis in the new Growth Memo.
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The power having a strong brand In the end, the majority is marketing
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🧭 As @glenngabe flagged today, an AI-assisted academic paper is citing articles that don't exist. TorrentFreak found a peer-reviewed Z-Library paper in New Review of Academic Librarianship cites a TorrentFreak article it never published, and it had trouble finding at least ten of the paper's 44 references. The authors disclose using Consensus AI and ChatGPT. Pangram rated the abstract and conclusion "100% of the text is likely AI-generated", and Taylor & Francis is investigating. My take: this is a judgment failure, not an AI failure. The AJC framework says humans stay in the loop for aspiration, judgment and creativity. Ask the J question: who's the final approver, and do they understand what they judged? Peer review was supposed to be that check. In marketing, AI drafts the content, the report and the dashboard notes cheaply. Someone accountable still has to own the trade-offs and the sign-off, and that step belongs in your process, not in someone's head. Use AI for the draft. Keep a name next to the sign-off. thenextcorner.com/frameworks… xitter.cf/glenngabe/status/21143…
Wait, an AI-Assisted Academic Paper citing articles that don't exist? Shocking... :) -> AI-Assisted Paper About Z-Library Cites a TorrentFreak Article That Doesn’t Exist "The problem is that this particular legal action is new to us. The reference section lists the article as “Publishers continue crackdown on shadow libraries” and links to the TorrentFreak homepage. However, we have never published an article with that title." "Looking more closely, we see more claims that don’t seem to fit. The paper’s account of the Z-Library criminal case, for example, states that the U.S. Department of Justice “arrested individuals” in 2022." "We also ran the paper’s abstract and conclusion through the AI detection tool Pangram. For both sections, the tool reported that “100% of the text is likely AI-generated.” torrentfreak.com/ai-assisted… via @torrentfreak
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Which Structure would you like to see next architecturalatlas.com/leade… I have Identified 39 global structures to build next architecturalatlas.com/candi…
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The Colosseum has 128 modeled parts. On the Architectural Atlas you can pull every one of them apart in your browser, then put the building back together. It is one of 26 famous buildings on the site, live now; architecturalatlas.com/viewe…
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