I needed a new mouthguard for Jiu Jitsu. So I asked Gemini about it while I was driving. It went through Reddit threads, reviews and forum posts. We went back and forth on fit and breathing. By the time I got home, I'd settled on the SISU Aero. That evening I bought it on Amazon. Now look at that from SISU's side. No click from Gemini. No referral in their analytics. No UTM, no attribution, nothing. If they judged AI on traffic, they'd say it did nothing for them. But it made the sale. The Amazon visit was just the checkout. This is what's missing from most of the "AI sends terrible traffic" conversation. It's true, it does. But clicks were never the whole story. A lot of the decision now happens in a conversation you can't see, built on reviews and Reddit threads you didn't write. The brands that win won't be the ones with the most AI referrals in GA4. They'll be the ones that real people talk about well, in the places AI is reading. Have you bought something recently because an AI recommended it? Did the brand have any idea?

Networking in 2026

This took me 10 minutes to create with Gemini's new video AI. I wanted to do a quick test video for ghostlio.com so I asked for an anime-style video with these scenes. Not going to win any oscars but it's crazy how fast this is all moving.

Just heard from a small business that an agency sales guy told them they were partners with Gemini, so their websites are being favoured in Gemini results over others.

Anyone finding chatGPT responses getting worse and the likes of Gemini and Claude giving way better outputs?

Google's not very good at Googling!

I got tired of switching between 60+ Google Search Console properties just to see if traffic was up or down. So I built something to fix it. QuickConsole shows all your priority GSC properties in one dashboard. Oh, and it's free. Here's the link: rankcaddy.io/quickconsole/

Google trained their AI on Reddit and now it's giving medical advice from users named 'CumGuzzler420'. $60 million well spent

Google: 'We're sending you higher quality traffic' Publishers: [checks analytics] bro, you sent us 3 people and a bot

Google in court: 'The open web is in rapid decline' Google online: 'The web is thriving!' SEOs: [eye rolls]

These comments are from last week. Not 2015. "Content is king now" - like it's some fresh take. 🤦🏻‍♂️

It's almost 2026 and I still hear people asking "Can you turn up the SEO?"

I’m speaking at brightonSEO in two weeks on the subject of Google Search Console. I'll share the cheatsheet here after the talk... follow to catch it. @brightonseo #brightonSEO #seo