Blog
From the Blog
Field notes on human-certified content, real expertise, and why AI output all starts to blur together.
October 5, 2026
Does Google Penalize AI Content? Not for Being AI
Google does not penalize content for being AI-written. It penalizes pages made at scale to manipulate rankings. What Google says, what four SEOs saw, and the test agencies should use.
September 22, 2026
The headings are for the machine. The paragraphs are for the person.
Bradley Benner splits a page in two: six optimisation elements for the models, and every paragraph between them for the human. It is the cleanest statement of our own argument we have heard from outside.
September 10, 2026
The anecdote a model cannot have
Claude is great at bullet points and terrible at anecdotes. It has never broken a client’s Search Console. That gap is the whole business case for human-written content.
August 10, 2026
Humans Brief, AI Drafts, Humans Edit
Nick Eubanks says the best results come from that exact order — and a lot of agencies run it backwards. Our production model, explained.
August 8, 2026
Replaced By Your Own Words
Holly Homer watched her own writing get summarised back at her in the search results. Her answer: be human where being human is now rare.
August 6, 2026
I Do Not Use AI To Write Anything For Me
James Ernst of Core Order keeps writing human because it is part of the thinking. Erica D’Arcangelo says she would feel compromised doing otherwise.
August 5, 2026
If An LLM Could Write It, It Is Commodity
Jessica Malnik’s test is ruthless and useful: if a model or a non-expert could write the same piece, you have made 1000x copycat content.
August 4, 2026
The Connection An AI Will Never Make
Chris Garrett describes it perfectly: a human who read Scientific Advertising thirty years ago and a Seth Godin book this year makes a leap AI cannot.
July 19, 2026
Human-in-the-Loop: The Right Way to Use AI in Your Content
Not anti-AI — anti-slop. Nick Eubanks, Thiago Cordeiro and Meaghan Wall on the human-brief, AI-draft, human-edit workflow most agencies run backwards.
July 14, 2026
Information Gain: What Makes Content Impossible to Copy
When publishing is free, the only content that survives has information gain. Patrick Stox, Stephan Bajayo and Jason Wade on building content a model can’t reproduce.
July 9, 2026
The Case for Genuinely Human Content in an AI-Written World
As machine-written content becomes infinite, genuine human content becomes the scarce, valuable thing. Six working practitioners on why — from the Unscripted interview library.
July 3, 2026
The Proof Is in the Conversation: What an Ad Expert Said That No Model Could
Matthew Slaymaker’s Unscripted SEO interview is a clean demonstration of our whole thesis: real practitioner insight — hard numbers, sourced client stories — that no language model could fabricate.
June 29, 2026
The Human Conversation Is the Best Content Engine
The single richest source of original, trustworthy content isn’t a prompt — it’s a real conversation. Here’s what our guests taught us about why.
June 29, 2026
Expertise Is the Moat AI Can’t Fake
The practitioners we interview agree on the workflow that actually wins: humans set the angle, AI assists, experts add what no model can. Here’s the evidence.
June 29, 2026
Why AI Content All Starts to Blur Together
Across dozens of expert interviews, one verdict keeps surfacing: machine-written content collapses into sameness. Here’s what practitioners actually said.
March 19, 2024
Separating AI Content From Human Content
It’s a strange time to be a reader. Every article now arrives with a quiet question attached: was this written by a person who knows the subject, or generated by a tool that’s guessing? That question — and how to answ…
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