Matt Lambert🚢⚒️✏️

@RyanJones Llm's recommend using schema.. lol

I never realized how much the overall SEO industry misunderstood schema until now. It was never a ranking factor. It just helped get the search features that Google added and took away. It was never used by LLMs - they get summaries of sites that they tokenize - stripping it all away in the process. I thought everybody knew this.

@AnthonyHigman Name one thing ai makes better - lol, ads... oh, yeah! Go go go.

LETS GOOOOO!!!!!! I'm Actually SUPER Excited To Find All Of The Loopholes And Workarounds In A Brand New Baby Ad Platform! And To Have Them Inevitably Have To Change A Lot Of Their Rules Because Of Me Specifically! Lol This Gonna Be A LOT Of Fun!!!!!

@poe_collector @DanteHarker Google take $100 billion a quarter, it rises every year. Also, advertisers get less value unless you have @AnthonyHigman doing it for you. Good job they are a monopoly, or it would all be going wrong.

@DanteHarker We had 3 billion dollars. Your initial point is laughable in that context.

It’s crazy that Google purposefully sabotaged its own search engine to make its investments in AI more valuable without making sure AI was a viable replacement for Google search.

@AnthonyHigman @MenachemAni Yeah.. And.. its spelt different, don't forget.

@MenachemAni LOL ok ok semantics! You know what im saying! LOL

Hot Take: Google Performance Max And Ai Max Are Basically The Exact Same Thing. Also Before Anyone Freeks Out, Yes I Know What The Differences Are. But For Real, They Basically The Same Now. Settings Dependent Though.

@DearS_o_n Google

Name a huge scam that has been normalised?

@AnthonyHigman Another brick in the walled garden..

and JUST as predicted they just gonna turn the whole thing into stupid AF ai mode LOL. Im Legit Switching To Brave Or Something. Will Use Chrome For Work Until Thats Also Ruined By These Moves.

@ppcClickShark Brand Ads for SaaS hits different

New job. Logged into ClickUp every day for 3 weeks. Still catch myself Googling it and clicking the ad because it’s first. Now multiply that across thousands of users. That’s why exclusion lists matter. #googleads 🤷‍♂️🍻

@FiberyHQ Is all the new biz referral, partner or maybe the longest buying cycle on earth?

No more cookie banner on our website 🥲 Not because we can get away with not having one, but because we genuinely don't need it anymore.

@AnthonyHigman Thats what I meant about 1 keyword for every 20k negatives @AnthonyHigman - its the only alternative to wasting money ?

Google Is Getting REALLY Desperate For Money And Is Now Actively Matching JUST First Names For Lawyer And Law Firm Searches BWAHAHAHAHa. This SHOULD NOT BE Happening. But If Your Not Paying Attention, You Better Start Because Its Getting BADDDDD Right Now. Google The FIRST Name "Garret" DOES NOT F**KING MEAN "Workers Comp Law Firm" Im Sorry But There Literally No World In Which This Makes Sense Or Flies. NONE.

@wilreynolds That must be what Supabase did..

Making a strong case for distribution of your company information / news / etc in a GEO world. This part makes me think a lot about the black box of training data and the long horizons of training data cut offs. You combine that with the obvious proof that repetition works in AI for now, and it's like yeah get your stuff out there more in more places sooner than later. As the models go to higher quality sources of training your relationships with industry publications will matter even more to corroborate what you are saying about your brand. "When a story lives only on a brand’s site, the model has just one place to encounter it. When that same story appears across multiple reputable publisher domains through earned distribution, the model encounters it in more contexts, which strengthens the overall signal around the information. This broad, multi-domain presence increases the likelihood that the story will surface in AI-generated answers."

@GoogleAds Tell the auctioneer what things are really worth and the price can go up. Well played Google.

“My data setup is good enough for now” → a phrase that keeps marketers comfortable… and keeps their AI underperforming 👀 In the era of signal loss and privacy shifts, ‘good enough’ is actually a self-imposed 14% growth tax* on your bottom line. As Kamal Janardhan (Senior PM Director, Google) and Jeff Saurer (CEO, MeasureU) discuss, data strength isn’t a one-time project; it’s a continuous investment of how you make AI work for you. AI isn’t the strategy; it’s the engine that runs on the quality of your signals. Here’s how to tune yours: 📡 𝗖𝗼𝗻𝗻𝗲𝗰𝘁 𝘆𝗼𝘂𝗿 𝘀𝗼𝘂𝗿𝗰𝗲𝘀: Stop the manual “grunt work” and use Data Manager to unify your CRM, web, and app data into a single “AI fuel system.” 🔋 𝗠𝗮𝘅𝗶𝗺𝗶𝘇𝗲 𝘆𝗼𝘂𝗿 𝘀𝗶𝗴𝗻𝗮𝗹𝘀: Combat browser restrictions and signal decay by upgrading to Google tag gateway for advertisers. Resilient server-side tagging can recapture up to 14% of conversions lost to signal degradation.* 🔑 𝗔𝗰𝘁𝗶𝘃𝗮𝘁𝗲 𝗳𝗼𝗿 𝗴𝗿𝗼𝘄𝘁𝗵: When you fuel smart bidding with high-quality first-party data, the results speak for themselves. Advertisers see an average 10% uplift in conversions by simply connecting their unique signals.** Shift from correlation to causal certainty. What’s your biggest hurdle in moving away from a “good enough” measurement setup? *Source: Google Internal Data, Global Finance analysis (Jan - June 2025), approved Goliath GTG Incrementality study. Advertisers adopting Google Tag Gateway observed an average 14% conversion lift. **Source: Google Data, all campaigns types where there were at least 1 biddable Google Click ID-attributed offline conversion, median lift of offline biddable conversions, May 22, 2024- Jun 4, 2024.

@TOEwithCurt So good

“People do not seem to realize that their opinion of the world is also a confession of character.” - Ralph Waldo Emerson

@rustybrick Seems like a bad idea letting Google steer this. They are good at 'owning' infrastrastructure and extracting a toll.

Google releases early preview of WebMCP seroundtable.com/google-webmcp-…

@5le Mid funnel is exactly where most paid clicks are now at. Hard to tell the difference between those and organic.

Crystal ball prediction: SEO traffic will continue to decline in 2026... because it should. Someone searches "what is content marketing?" They used to land on a blog. Read an article. Enter a funnel. Now the competition for these searches has been obliterated. Any LLM answers it in 10 seconds without the need to click. The top of the funnel isn't dead, but it's on life support. Every "what is" and "how to" query that used to drive discovery traffic? Gone. LLMs handle those now. Faster and without needing to scroll past an ad. But here's what most people are missing. The mid-funnel is wide open. When someone searches "best content marketing tools for SaaS companies under 50 employees," they're not looking for definitions. They're evaluating because they are now "aware". They are ready to buy. That's where you win now. Stop writing "Ultimate Guide to X" posts for people who don't know you exist. Start writing comparison posts. Case studies. Implementation guides. Buyer's journey content. Target people who already understand the problem—those actively seeking solutions with intent. Everything changed, and will continue changing: the Top of Funnel is LLM territory. Mid-funnel is SEO Most brands will keep fighting for traffic that's never coming back. Smart ones will meet buyers where they actually are.

@AnthonyHigman Turkeys don't vote for Christmas maybe. To be honest, if you never really saw it work well, maybe you don't realise how evil google doublespeak is today.. broke the clicks, broke the analytics, breaking organic.

YESSS!!!!!! This is what im fucking saying and have been screaming about. Meanwhile like everyone else just falling in line and eating up the propaganda/slowly walking to thier own deaths as they comply. WE NEED TO FUCKING PUSH BACK. Im sure we still cant stop it, but we can delay it by not eating the propaganda bullshit with a spoon and saying please sir may I have some more! LOL

Is it just me or is PPC becoming a lot less fun these days? It seems more and more in the “ai era” that we are being turned into data compliance officers and babysitters of a stupid algorithm that mislabels everything and shuts all our ads down erroneously. I remember when I first found PPC and was instantly in my flow state! I always looked at it as half art/half science. Ten years ago we were literally in control of our destinies. We could think up new ideas and test things and were rewarded when we saw results from the fruits of our new thoughts and ideas! That was so much fun!!! When we could come up with a new idea or layout a creative just the way we wanted and it worked. Little by little it seems that this is all being striped away as everything becomes automated. Can it all be automated? Sure, but in the process it will also slowly lose its soul and creativity. When the people who were passionate about the field and drove it forward because of that passion no longer care to babysit an algorithm it will become something else and imo something less and less effective overtime. Advertising is more than just data, its about what speaks to people. Algorithms can never understand that really.

@skdh Getting help was the problem

at this point every X-post sounds to me like it was written by ChatGPT, even my own ones, even if they are not, HELP!

@afneil America caused the banking crisis through fraud, nobody noticed. They are doing it again through fraudulant advertising practices.- we are more widely exposed to its frauds than the continent is.

He has no idea what he’s talking about. British national debt soared because: We needed to borrow a ton of money after the Great Crash of 2008. Labour wanted to borrow more. We needed to borrow more to keep the economy alive during Covid. Labour wanted to borrow more. We needed to borrow more post-Ukraine invasion to subsidise fuel bills. Labour wanted to borrow more. There. Fixed it. If he wants to be PM he’ll need to get up to speed fast on such matters. At the moment he sounds totally out of his depth (and debt!).

@MattChorley Trump changed his position on the islands because they no longer are owned by UK - so now he can invade.

KEMI BADENOCH ON TRUMP SAYING EUROPE HAS NOT PROTECTED GREENLAND “He's completely wrong on that. So if Donald Trump says something that's good for British national interest, I will agree. If he says something that is bad for the British national interest, I will disagree. He is wrong on that. The people of Chagos, the Chagossians wanted to stay under British, want to stay in British territory. The people of Greenland want to be with Denmark. They don't want to go to the US. And this is about democracy. This is about the rights of people to determine how they are run, their sovereignty. And I think Donald Trump is wrong to cut across that."

Kemi Badenoch interview on @bbc5live from 3pm, on Chagos, Trump, Truss and kitchen discos.

@Joy678320811181 @roydherbert @skdh @TOEwithCurt A way to avoid time

@roydherbert @skdh @TOEwithCurt But if correlations are nonlocal then this hints at some kind of bypass beyond this universe. Some higher dimensional “space” in which, on which, or through which this signal passes. Seems pretty plain to me that thats the conclusion that must be drawn.

What’s a question you’ve been thinking about for years without resolution?