Matt Wright
@honed.co
Adventurer in search engine optimisation, web sustainability, & practical jokes! South London based, Dad, Hubby & MTB'r & surfer at any chance: https://honed.co (SEO) / https://green-clicks.com (Web Sustainability). He/Him
Pinned
Matt Wright
@honed.co
· Dec 9
Calling all brave souls! 🙋♂️... In 2026, would you like to join me in sleeping out to raise money for Centrepoint? The venue is Somerset House, on the night of the 6th February 2026.
For more info: www.justgiving.com/fundraising/...
For more info: www.justgiving.com/fundraising/...
All models are wrong, but some are useful.
January 14, 2026 at 9:17 AM
All models are wrong, but some are useful.
The elites now read that... "most of England has not experienced an exodus of private school pupils to the state sector after VAT was imposed on fees" www.ft.com/content/c979...
Home Counties most affected by VAT on private school fees, data suggests
Few English local authorities report a rise in state school pupil numbers with a corresponding fall in private enrolment in 2024-25
www.ft.com
January 14, 2026 at 9:10 AM
The elites now read that... "most of England has not experienced an exodus of private school pupils to the state sector after VAT was imposed on fees" www.ft.com/content/c979...
Reposted by Matt Wright
Google Merchant Center Business Agent
Google Merchant Center Business Agent
Google announced new Business Agents, branded AI Agents, a "new way for shoppers to chat with brands, right on Search," Google said. "It’s like a virtual sales associate that can answer product…
www.seroundtable.com
January 12, 2026 at 6:07 PM
Google Merchant Center Business Agent
Reposted by Matt Wright
During a rare Sunday announcement at NRF 2026 -> UCP, "Branded Agents", and Direct Offers in AI Mode. OpenAI is going to have a tough day :) -> Google unveils the Universal Commerce Protocol (UCP), a new open standard that lets AI agents work across different parts of the customer's buying process
New tech and tools for retailers to succeed in an agentic shopping era
An overview of Google’s new open standard for agentic commerce and AI tools to help retailers connect with shoppers and drive sales.
blog.google
January 12, 2026 at 1:46 PM
During a rare Sunday announcement at NRF 2026 -> UCP, "Branded Agents", and Direct Offers in AI Mode. OpenAI is going to have a tough day :) -> Google unveils the Universal Commerce Protocol (UCP), a new open standard that lets AI agents work across different parts of the customer's buying process
Am I late to the AI customisation of GSC reports? What are the AI Canapés like at this party then!? 🤤
January 12, 2026 at 11:57 AM
Am I late to the AI customisation of GSC reports? What are the AI Canapés like at this party then!? 🤤
Reposted by Matt Wright
The middle of the market is quietly dying.
Breadth and “good enough” used to work because humans couldn’t see everything.
Agents can.
If you’re not the safest default or clearly the best, you’re just noise.
www.jonoalderson.com/conjecture/t...
Breadth and “good enough” used to work because humans couldn’t see everything.
Agents can.
If you’re not the safest default or clearly the best, you’re just noise.
www.jonoalderson.com/conjecture/t...
The middle is a graveyard
Why breadth, mere adequacy, and the “middle of the market” fail in an age of omniscient, agent-led decision-making.
www.jonoalderson.com
January 10, 2026 at 9:02 AM
The middle of the market is quietly dying.
Breadth and “good enough” used to work because humans couldn’t see everything.
Agents can.
If you’re not the safest default or clearly the best, you’re just noise.
www.jonoalderson.com/conjecture/t...
Breadth and “good enough” used to work because humans couldn’t see everything.
Agents can.
If you’re not the safest default or clearly the best, you’re just noise.
www.jonoalderson.com/conjecture/t...
Reposted by Matt Wright
This one caught my eye. 🧵
Check out the transcript below to see Danny Sullivan from Google's perspective on "chunking content" - one of the most popular techniques currently believed to improve discoverability in AI search.
Check out the transcript below to see Danny Sullivan from Google's perspective on "chunking content" - one of the most popular techniques currently believed to improve discoverability in AI search.
Google's @dannysullivan.bsky.social says do not turn your content into bite-sized chunks for LLMs - Google does not want that www.seroundtable.com/google-conte...
#seo #google #googleseo #aeo #geo #content #llm
#seo #google #googleseo #aeo #geo #content #llm
January 9, 2026 at 3:28 PM
This one caught my eye. 🧵
Check out the transcript below to see Danny Sullivan from Google's perspective on "chunking content" - one of the most popular techniques currently believed to improve discoverability in AI search.
Check out the transcript below to see Danny Sullivan from Google's perspective on "chunking content" - one of the most popular techniques currently believed to improve discoverability in AI search.
🔥 Hot take on this @ahrefs.bsky.social thought piece: If I was a copywriter right now then I would pitch myself as a sector expert e.g. in travel copy, as opposed to anything primarily copywriter sector based e.g. email copy expertise. www.youtube.com/watch?v=yUCZ...
World's Top Copywriter Says We Have 2 Years Left | Neville Medhora
YouTube video by Ahrefs Podcast
www.youtube.com
January 9, 2026 at 1:13 PM
🔥 Hot take on this @ahrefs.bsky.social thought piece: If I was a copywriter right now then I would pitch myself as a sector expert e.g. in travel copy, as opposed to anything primarily copywriter sector based e.g. email copy expertise. www.youtube.com/watch?v=yUCZ...
In content marketing, you don't often see successes for what they are. So massive respect to Calvin Jones, who is retiring from @parktool.com.
How many of us in our Content Marketing careers can be a part of gaining 900,000 subscribers and 13 million annual views? 😮 www.youtube.com/watch?v=60mj...
How many of us in our Content Marketing careers can be a part of gaining 900,000 subscribers and 13 million annual views? 😮 www.youtube.com/watch?v=60mj...
Calvin's Retirement Announcement
YouTube video by Park Tool
www.youtube.com
January 9, 2026 at 11:33 AM
In content marketing, you don't often see successes for what they are. So massive respect to Calvin Jones, who is retiring from @parktool.com.
How many of us in our Content Marketing careers can be a part of gaining 900,000 subscribers and 13 million annual views? 😮 www.youtube.com/watch?v=60mj...
How many of us in our Content Marketing careers can be a part of gaining 900,000 subscribers and 13 million annual views? 😮 www.youtube.com/watch?v=60mj...
Reposted by Matt Wright
We've done some tests on recency bias but not like this, love this post and how they're testing and theorizing on updating posts and how different models bias one way or the other, also loved the small updates to test.
I Found It in the Code, Science Proved It in the Lab: The Recency Bias That's Reshaping AI Search - metehan.ai
In August 2025, I found something on ChatGPT's configuration files and identified a single line of code that explained many things:
metehan.ai
January 8, 2026 at 6:37 PM
We've done some tests on recency bias but not like this, love this post and how they're testing and theorizing on updating posts and how different models bias one way or the other, also loved the small updates to test.
Interesting sector analysis from @meetmobility.com, "Anecdotally... more commercial content is appearing in SERPs where an AIO is present." www.linkedin.com/posts/stevec...
January 8, 2026 at 9:54 AM
Interesting sector analysis from @meetmobility.com, "Anecdotally... more commercial content is appearing in SERPs where an AIO is present." www.linkedin.com/posts/stevec...
AI intel does look so so pretty... and I do like the 'AI Volume' metric from Semrush there, but, ohh but - what is my Return On Insight Spend (ROIS!)? 😜
January 7, 2026 at 10:09 PM
AI intel does look so so pretty... and I do like the 'AI Volume' metric from Semrush there, but, ohh but - what is my Return On Insight Spend (ROIS!)? 😜
All rage baiters need to watch this mockumentary... www.youtube.com/watch?v=bcqO...
Mark Proksch Internet Troll
YouTube video by frontliner2
www.youtube.com
January 7, 2026 at 9:42 AM
All rage baiters need to watch this mockumentary... www.youtube.com/watch?v=bcqO...
🙌"The future of organic search in an AI-first world isn’t about learning how to talk to machines differently. It’s about making sure there’s something coherent, accurate, and worth retrieving when they do the talking."
January 6, 2026 at 8:56 PM
🙌"The future of organic search in an AI-first world isn’t about learning how to talk to machines differently. It’s about making sure there’s something coherent, accurate, and worth retrieving when they do the talking."
Reposted by Matt Wright
More: I cover heavy YMYL impact, major news publisher impact, AI Overview visibility changes based on the update, the big tremor on 12/20, the power and importance of Navboost, forums impact, Reddit AI translations, Wirecutter dropping again, and more.
www.gsqi.com/marketing-bl...
www.gsqi.com/marketing-bl...
January 5, 2026 at 3:08 PM
More: I cover heavy YMYL impact, major news publisher impact, AI Overview visibility changes based on the update, the big tremor on 12/20, the power and importance of Navboost, forums impact, Reddit AI translations, Wirecutter dropping again, and more.
www.gsqi.com/marketing-bl...
www.gsqi.com/marketing-bl...
Reposted by Matt Wright
2. If you are not indexed by Google, your AI visibility is dead
3. OpenAI is shifting from scraping to structured product feeds
4. AI engines generate their own search queries. You need to understand the fan out
5. Content must be architected to be cited
You need to read the full block/deck
🧵 3/4
3. OpenAI is shifting from scraping to structured product feeds
4. AI engines generate their own search queries. You need to understand the fan out
5. Content must be architected to be cited
You need to read the full block/deck
🧵 3/4
I analyzed 250M AI responses. Here is the uncomfortable truth about AI Search right now
Here's a copy of my deck from Tech SEO Connect in Raleigh, NC on December 5th 2025.
buff.ly
January 5, 2026 at 8:30 PM
2. If you are not indexed by Google, your AI visibility is dead
3. OpenAI is shifting from scraping to structured product feeds
4. AI engines generate their own search queries. You need to understand the fan out
5. Content must be architected to be cited
You need to read the full block/deck
🧵 3/4
3. OpenAI is shifting from scraping to structured product feeds
4. AI engines generate their own search queries. You need to understand the fan out
5. Content must be architected to be cited
You need to read the full block/deck
🧵 3/4
Should OpenAI's Pen launch be true, then prepare to hallucinate over my improved handwriting! www.bloomberg.com/opinion/arti...
January 5, 2026 at 2:28 PM
Should OpenAI's Pen launch be true, then prepare to hallucinate over my improved handwriting! www.bloomberg.com/opinion/arti...
With AI taking on a bigger roll in search, there is a lot more chance for your brand to suffer from something known as 'Semantic Drift', AKA the "phenomenon where generated text diverges from the subject matter... resulting in a growing deterioration in... truthfulness.”
Your April Fool’s joke might damage your brand.
Brands are finding their April Fool's pranks surfacing in AI answers as historical facts. You are feeding the machine that narrates your brand.
Audit your "Shadow Brand": the old content, jokes, and lawsuits that treated as gospel by LLMs.
Brands are finding their April Fool's pranks surfacing in AI answers as historical facts. You are feeding the machine that narrates your brand.
Audit your "Shadow Brand": the old content, jokes, and lawsuits that treated as gospel by LLMs.
How generative AI is quietly distorting your brand message
AI can distort your brand narrative and erode trust. Learn the four layers of brand control and how you can proactively manage AI semantic drift.
searchengineland.com
January 5, 2026 at 12:03 PM
With AI taking on a bigger roll in search, there is a lot more chance for your brand to suffer from something known as 'Semantic Drift', AKA the "phenomenon where generated text diverges from the subject matter... resulting in a growing deterioration in... truthfulness.”
Fair point: "The national economy’s slow growth coincided with England’s introduction of £9,000 tuition fees and student loans in 2012, making it “the worst possible time” to transition to individual student loans." www.theguardian.com/education/20...
UK university degree no longer ‘passport to social mobility’, says King’s vice-chancellor
Prof Shitij Kapur says there are too many graduates and degree is now just a ‘visa’ to enter professional world
www.theguardian.com
January 4, 2026 at 10:07 AM
Fair point: "The national economy’s slow growth coincided with England’s introduction of £9,000 tuition fees and student loans in 2012, making it “the worst possible time” to transition to individual student loans." www.theguardian.com/education/20...
Reposted by Matt Wright
Useful, if not depressing, piece in the FT on the AI bubble giftarticle.ft.com/giftarticle/... (although I'd also like a word with whoever decided capitalisation of the first letter only was house style for FOMO)
January 3, 2026 at 8:39 AM
Useful, if not depressing, piece in the FT on the AI bubble giftarticle.ft.com/giftarticle/... (although I'd also like a word with whoever decided capitalisation of the first letter only was house style for FOMO)
Reposted by Matt Wright
Ecommerce alarms going off at OpenAI, Gemini, Perplexity, and others. Amazon's AI Assistant Rufus has been triggering by default for me when visiting Amazon.com. It's a shopping assistant that can answer questions via AI right in the ecommerce SERPs. Could keep people on Amazon and off AI tools...
January 2, 2026 at 3:21 PM
Ecommerce alarms going off at OpenAI, Gemini, Perplexity, and others. Amazon's AI Assistant Rufus has been triggering by default for me when visiting Amazon.com. It's a shopping assistant that can answer questions via AI right in the ecommerce SERPs. Could keep people on Amazon and off AI tools...
I was team wensleydale & cranberry, right up until...
December 24, 2025 at 10:11 AM
I was team wensleydale & cranberry, right up until...
Reposted by Matt Wright
Image SEO in 2026 is about machine readability.
FDA font sizes (0.9mm) fail AI OCR.
Glossy packaging causes data hallucinations.
Weird facial expressions = unreliable sentiment scores.
I have some thoughts and advice here:
FDA font sizes (0.9mm) fail AI OCR.
Glossy packaging causes data hallucinations.
Weird facial expressions = unreliable sentiment scores.
I have some thoughts and advice here:
Image SEO for multimodal AI
Images are now parsed like language. OCR, visual context and pixel-level quality shape how AI systems interpret and surface content.
searchengineland.com
December 23, 2025 at 8:00 AM
Image SEO in 2026 is about machine readability.
FDA font sizes (0.9mm) fail AI OCR.
Glossy packaging causes data hallucinations.
Weird facial expressions = unreliable sentiment scores.
I have some thoughts and advice here:
FDA font sizes (0.9mm) fail AI OCR.
Glossy packaging causes data hallucinations.
Weird facial expressions = unreliable sentiment scores.
I have some thoughts and advice here:
Reposted by Matt Wright
The ultimate threat to search as a marketing channel isn’t AI search replacing traditional search; it’s AI replacing search intent with task intent.
What’s task intent? It’s the level of activity that supersedes search. Put another way, it’s what prompted people to search in the first place.
What’s task intent? It’s the level of activity that supersedes search. Put another way, it’s what prompted people to search in the first place.
December 23, 2025 at 2:07 PM
The ultimate threat to search as a marketing channel isn’t AI search replacing traditional search; it’s AI replacing search intent with task intent.
What’s task intent? It’s the level of activity that supersedes search. Put another way, it’s what prompted people to search in the first place.
What’s task intent? It’s the level of activity that supersedes search. Put another way, it’s what prompted people to search in the first place.
I think it's time to arrest the president. The people redacting the files are morally bankrupt.
December 23, 2025 at 2:23 PM
I think it's time to arrest the president. The people redacting the files are morally bankrupt.