Google
Jun 17, 2026
Unpopular Opinion: Schema.org Is How Search Companies Offload Their Technical Debt onto the Rest of the Web
A Provocation, Not a Manual Let me say the quiet part out loud: for most websites, in 2026, Schema.org structured data is a transfer of cost from trillion-dollar search and AI companies onto you. It’s marketed as a best practice. It’s sold as “helping the machines understand your content.” And in a handful of cases, it genuinely is. But strip away the SEO folklore and look at the incentives, and you’ll see something less flattering: you do unpaid engineering work so that the most sophisticated parsing infrastructure ever built doesn’t have to.
Jun 17, 2026
Agentic Search: How "Negative Clicks" Are Redefining the Future of SEO
The Unseen Shift in Google Search For two decades, the foundation of digital marketing has been a simple exchange: we create valuable content, and Google sends us traffic. But a seismic shift is underway, moving us from the familiar ten blue links to a fully AI-driven experience. This evolution introduces two powerful concepts that will reshape the entire search ecosystem: Agentic Search and “Negative Clicks.”
Jun 30, 2025
Google
Jun 17, 2026