the newsletter, every issue.
Nine hundred and forty-nine editions of yap, sat in one place. One long read every friday morning. Always free.
Nine hundred and forty-nine issues.
e-e-a-t is now google's number one signal. most nz businesses are failing it
E-E-A-T (Experience, Expertise, Authoritativeness, Trust) became Google's top quality signal in the March 2026 Core Update. What it is and the seven on-page moves that prove it, with Experience the easiest win for small NZ businesses.
How the analogue revival became an aesthetic trap
The analogue revival was supposed to be our escape from screen life. Instead, we turned it into a content aesthetic. The retro camera, the leather journal, the vinyl record are just props for the feed we claimed to be leaving.
Is the polished feed… played out?
The perfectly curated feed used to signal professionalism. Now it signals you're out of touch. Raw screenshots, plain Notes app captures and unedited voice memos are beating polish in the attention game.
How marketers survive the social media ban era
Governments across Australia, the UK, and a growing list of nations have locked under-16s out of major social platforms. If your marketing playbook relied on Meta or TikTok to reach young audiences, that playbook is now illegal. Sophie breaks down what post-platform marketing looks like and how brands can rebuild before the window closes.
how to get cited by ai search (chatgpt, perplexity, ai overviews)
The full practical checklist for getting quoted inside AI answers: answer first, add a clear definition, load real data, structure for extraction, mark up with schema, and earn mentions on sites the AI already trusts.
'Slow' long-form content is (finally) finding its second wind
The hyper-fast edit has had a good run. But audiences are burnt out on constant stimulation, and long-form, slow-paced content is making a real comeback. The creators who take their time and actually teach something are starting to win the attention game.
Why a world of 'dangerous' AI is already here
Anthropic pulled its most powerful models offline and the world called it a safety win. Sophie says the train left the station a long time ago. Centralised gatekeeping doesn't stop AI proliferation. It just means the next wave gets built without any guardrails at all.
Locked out: How to market to an audience that hates the feed
The public feed is a ghost town and your audience has gone underground. Private group chats, locked Discords and encrypted threads are where the real conversations happen now. Brands that want in have to stop broadcasting and start making things worth sharing.
geo vs seo: the two front doors of search in 2026
The pillar guide to GEO and SEO. Explains both, the two-front-doors metaphor, and how the same answer-first content wins a Google rank and an AI citation at once.
Ideological Catfishing: why the creator economy is hitting a crisis of authenticity it might not survive
An anti-establishment creator took Meta AI's money. The comments went to war. Sophie breaks down why we keep expecting creators to be our moral compass, and what brands need to know before they pick the wrong partner.
Why you're seeing a neo-medieval movement on your feed right now
A new counter-culture movement is sweeping fashion, design, and digital subcultures. It looks like hammered iron, brutalist typography, and chainmail textures. The Neo-Medieval Backlash is humanity's gut-level revolt against a world drowning in AI-generated smoothness.
how to use ai for social media content (without losing your voice)
How to use AI for social media content without losing your voice: treat AI as a content miner, run the 80/20 workflow, and three workflows you can start today.