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You Have 10 Seconds: How to Build a Website for Mobile Visitors
Most people decide whether to stay on a web page within about 10 seconds. On a phone, the window is even tighter.
We Let AI Run the Town: What the Emergence World Study Tells Us About Our Agentic Future
It sounded like the setup for a joke. It turned out to be a serious study, and it deserves more attention than it has had. The study is called Emergence World and was run by US company Emergence AI. The aim was to stress-test what happens when AI agents operate on their own for long periods, not just for one chat or one task.
What Is Query Fan-Out? The AI Search Strategy Your Content Is Probably Missing
When someone types a broad question into ChatGPT, Google AI Mode, or Perplexity, they think they’re getting one answer to one question. Behind the scenes, that’s not what’s happening at all.
AI Site Rebuilds Going Wrong – Classic Mistakes
Over the last few months, a clear pattern has emerged in the consulting work landing on our desk at Agent 6: businesses coming to us after rebuilding their website with an AI tool, only to watch their traffic and leads collapse in the weeks that followed.
Shreddies Diamond Shaped Cereals – A Good Laugh That Cuts Through
Ogilvy & Mather had a problem: sales of square Shredded Wheat cereal had gone flat. Nobody wanted to eat the same cereal a different way, and changing the recipe wasn’t really an option – it’s shredded wheat, there’s only so much you can do.
It Was About Display/Programmatic Advertising
The remedies outlined by the court are about the display/programmatic side of Google’s business, not Search. When someone searches on google.com.au and you’re bidding on keywords, that ad slot is decided in Google’s own closed auction – it never touches AdX. But when your Display, Discovery, or App campaigns show an ad on someone else’s website (a news site, a blog, whatever), that impression gets sold through the exact pipeline the ruling is about.
Google got sued for manipulating PPC prices (sort of)
In January 2023, the DOJ (the US Government’s Department of Justice) and a group of states sued Google over its control of the plumbing that sits between advertisers and publishers, ie, the ad server, the exchange, the auction. In April 2025, a US federal judge ruled Google had illegally monopolised key parts of that tech stack. On 2 September 2026, a week ago, the same judge ruled on remedies.
Can Google Actually “See” AI Content? Here’s What We Know
AI was never the target. The target is what happens when someone uses AI to publish 400 near-identical pages instead of one good one. Thin content, near-duplicate structure, pages that technically answer a query but say nothing that the ten pages linked to it didn’t already say, that’s what is going to get punished. The AI is just the tool that made doing this at scale so easy and quick.
The boring stuff