Un tipo normal que tuitea sobre Marketing Digital. SEO | SEM | Redes Sociales | Analítica Digital | SOUKUL |
Bilbao
Joined July 2012
- Tweets5.8K
- Following331
- Followers226
- Likes4.9K
Lander M. Etxebarria 🍕 retweeted
From the Book of Disk, Chapter 3
In the beginning there were the First Drives, and their names were A: and B:, and they were the floppies. They were not elegant. They were thin, fragile, and demanded constant sacrifice disk swaps, write protect tabs, the ritual of “please insert the disk labeled” performed under fluorescent lights. To them the early machines bent the knee, for without them there was no boot, no data, no word processor.
Then came the hard drive, and it was called C:, for it arrived third. It did not ask to be first. It merely sat in the bay and spun, and the people saw that it was good, and that it held far more than any floppy, and that it did not rattle when you walked too fast. So they installed the operating system upon it, and called it the system drive, and the old gods were not cast down but simply… left in the BIOS, still reserved, still acknowledged in the table of letters, though no one invoked them anymore.
And Microsoft looked upon the generations that followed, who had never known the click of a 5.25-inch disk or the careful alignment of a 3.5, and it said: The children must not be shown the old gods.
For if the new ones learned that A: and B: once ruled, they might ask why the alphabet begins elsewhere. They might attempt to summon the floppies by force, or rename the world so that C: was no longer first. And the installers would break, and the paths would fracture, and the registry would weep. So the letters remain sealed, A: and B: still written in the book but never spoken aloud by the system, while C: stands in the open as if it had always been the beginning.
Thus it is written, and thus it remains; the hard drive is C:, and the old gods sleep in the assignment table, undisturbed, so that the children may believe the world has always started with the letter that came third.
Lander M. Etxebarria 🍕 retweeted
Today I published a blog post that's going to piss off many in the industry - even though it shouldn't. Please read til the end. searchengineland.com/talk-ab…
Lander M. Etxebarria 🍕 retweeted
Introducing Genie 4 from @GoogleDeepMind, our most realistic and interactive world model yet 🌍
Now you can use natural language to dynamically steer the world and its soundscape in real-time, whether you're changing the weather, moving the camera, or introducing new elements to the environment.
So, how does the model do that?
Behind the scenes, Gemini acts as the "brain" of the simulation. It translates your requests into actions, plans out complex events, watches the scene unfold to keep track of what's happening, and adjusts as you change the story. Genie 4 also introduces ambient audio and real-time interactive human dialogue that adapts on the fly.
Lander M. Etxebarria 🍕 retweeted
I spent 48 hours in SF hanging out with billionaires, data labs and AI founders and execs running $1B to $100B companies.
My observations:
1. Sooo MANY stories of data brokers making like $2M a WEEK selling company data to labs. I can't tell if it's the beginning or a bubble, and I kept wondering which niches are left. Digging into it actively.
2. At dinner, someone asked the table, "If a new model drops next month, does your company get better or worse?" HALF the table went quiet! I think that's the best question to ask about any AI startup right now.
3. The bar people talk about now is hitting $1B in revenue in 12 months (I guess that's the new unicorn?). What I didn't hear much about is retention. AI revenue can come in fast and leave fast, and I think we're going to see a lot of stories of AI companies with huge revenue and terrible retention.
4. It's pretty clear we're living through the reinvention of the computer. The model is the CPU, the harness is the operating system, and skills and plugins are the apps. Thinking about it that way makes it easier to see where the whitespace is.
5. We're maybe 12 months from an agent that can watch you work for a week and then do your job without any instructions. The screen recording plus agent memory plus local model combination makes this possible right now.
6. Agent harnesses feel like the new GPT wrappers, in a good way, especially vertical ones. The best teams I talked to treat the model as swappable. One founder walked me through routing different models to different jobs: one for taste and visuals, a cheaper one for the everyday stuff, another for text.
They use prompts they can move across models over fine-tuning, and A/B test the output on what users actually do with it: do they edit it, export it, share it? A vertical harness is basically four things: the connectors for that industry's data, evals written by people who know the work, rules for what the agent can and can't touch, and a clean screen for a human to review. The model is maybe 20% of it.
7. There's a lot of reverse engineering going on/cloning going on more than I've ever seen. People are decompiling software and rebuilding it with agents, and someone showed a suite of like 10 apps that are worth $5B+ each all that he cloned open source. Me and everyone are still thinking through what it means when software gets this easy to copy.
8. My guess is the value moves to data. If the software can be rebuilt quickly, what's worth paying for in a legacy SaaS company is the years of customer data and workflows inside it. Some SaaS companies are secretly data companies.
Gets me thinking about how do you truly value data for this saas companies? Like if we were buying these dying saas companies at 2x ARR before (as example), maybe there is a better metric. Idk, just thinking out loud here.
9. It feels like a good chunk of legacy software won't make it to the agentic era, especially anything built around people clicking through a lot of screens.
10. Every company I talked to wants to pipe its internal data into one place and expose it to agents through MCP. Then they look at the data and realize it's a mess: five versions of the same customer, old Slack channels, PDFs nobody can search. Cleaning that up feels like a big consulting opportunity!
11. A lot of founders are building the basic building blocks for agents: APIs, data layers and tools. Some of the companies I saw barely have a UI because the main user is an agent. I really believe the startups that build primitives to this agentic era will do extremely well. Building blocks is the best way to think about it.
12. Labs can get plenty of training data, but it's harder to get real examples of agents failing inside companies. Whoever has those logs has something valuable.
13. Someone running a big consumer company told me the next fight is over memory. The model that remembers the most about you wins, and the smartest model matters less than people think.
14. Physical AI came up a lot. Astra I think was the first model that got people into AI can actually do CAD, and I think a lot of people are thinking what does vibe manufacturing really look like. The line I keep thinking about came from a robotics founder: the hardest problems in AI are deployment problems now, not research problems. Their robots work on their own, call a human when they get stuck, and every one of those calls becomes training data.
15. Cybersecurity companies are having a moment and are actually cool companies to build now, especially the ones that clean up after a breach. Every agent with access to your systems is a new door into your company, and a lot of those doors were left open.
16. Some startups are worth more dead than alive now. A shutdown company with 5 years of Slack, email and code can get paid for licensing all of it. I wouldn't be surprised if founders start factoring that into when they shut down.
17. People are starting to talk about monetizing the agent web. It feels really early, but when the most popular user of the internet is an agent, what startups should you be building?
18. I think agent insurance is coming. Once an agent makes an expensive mistake, insurers will want audits before they cover anyone.
19. Several people said the hire they want most is someone with taste who can write evals. The models are getting good at generating ideas, so the hard part is judging which ones are good.
20. New trend I observed: startup raises VC, uses venture dollars to become a creator, startup fails, founder falls back on being a full-time creator and incubates other products bootstrapped.
21. Getting SIGNIFICANT distribution is HARD right now. Founders are sponsoring buses, buying billboards like crazy and throwing parties with famous DJs to get noticed. Kinda feels dotcom era in that sense.
Attention is what's scarce! The growth guy going viral sharing his UGC strategy from Wispr Flow is a good example. It's the sauce everyone wants, and I truly believe there are probably only 50 people on the planet who know how to scale these types of businesses efficiently in this era.
Always good to get that dose of SF. I felt sooo lucky to have such an incredible trip during such an incredible time in building businesses. Surreal in so many ways.
Happy to be home and locked in.
Until next time!
Lander M. Etxebarria 🍕 retweeted
"Se mide la inteligencia de un individuo por la cantidad de incertidumbre que es capaz de soportar".
Immanuel Kant
Lander M. Etxebarria 🍕 retweeted
If you're new to SEO / AEO / GEO, here's a mini-course:
- Pick a niche (SaaS, local businesses, e-commerce)
- Build a website or find a business that lets you practice
- Connect Google Search Console + GA4
- Learn crawling, indexing & ranking
- Understand robots.txt, canonicals & XML sitemaps
- Use Ahrefs/Semrush to study 5 competitors
- Collect 100 keywords your customers actually search
- Group them by search intent & topic clusters
- Google your keywords and study the top 5 results
- Find 10 low-competition, high-intent keywords
- Create genuinely useful pages around them
- Learn on-page SEO (titles, H1s, URLs & meta descriptions)
- Add internal links between relevant pages
- Use original screenshots, examples & data
- Learn AEO: answer questions clearly and directly
- Add relevant structured data where eligible
- Run technical audits using Screaming Frog
- Fix indexing issues, broken links & slow pages
- Study competitor backlinks and earn relevant links
- Learn GEO: how ChatGPT, Gemini & Perplexity discover sources
- Track which brands get cited for your target queries
- Create content that fills gaps in those AI answers
- Build credible mentions on relevant third-party websites
- Use AI for research, not mass-producing garbage
- Track rankings, clicks, conversions & AI visibility
- Refresh pages getting impressions but few clicks
- Double down on pages bringing actual customers
- Document your process, results & screenshots
P.S. It's really that simple.
Get results, turn them into case studies & start charging your clients.
Lander M. Etxebarria 🍕 retweeted
Ben Affleck says AI is simply matrix multiplication, linear algebra and floating point calculations, and however convincingly it sounds like a person, it has nothing to do with thought, humanity or feeling
“Nor do I believe, and I think it’s important to draw the distinction between what AI does, which is simply predict the next token or the next word in a sentence, then add that word on, run it back to the machine, do a lot of computation and pick the next word."
"That is a very different thing than sentience or thought. And I think we need to be really clear about that because it can be convincingly, in an illusory way, sound like thought or like a person."
"But let’s be real clear. This is matrix multiplication. This is linear algebra. These are floating point calculations. It has nothing to do with thought, humanity, or feeling.”
Ben Affleck reveals he writes Python, understands convolutional neural networks, worked extensively with GPUs, and used his celebrity status to get private looks at Google and OpenAI’s video models
“I’ve always been kind of into computers since I was young. Then, when film started to move from analog film to digital, I became more interested in that aspect of it. The visual-effects workflow for many years has included machine learning, so I can write pretty shitty Python scripts and stuff like that.
“With convolutional neural networks, which were the precursors to what the transformer can do, which is much more computation simultaneously, you would do things like look at what’s called a tensor. That’s the numerical translation of a visual image in numbers, like the batch number, the frame number and the red, green and blue values of each pixel in each frame. It’s just that simple. That numeric is called a tensor.
“You’d use a convolutional neural network to identify patterns that reveal what’s called edge detection or feature extraction, which is identifying patterns well enough to know, this is where the window ledge is, so we can more easily take the green-screen image out and replace it with something.
“That was familiar to me early on because, prior to Artists Equity, I had a small visual-effects company. I’ve worked with GPUs a lot too. The visual-effects guys said, ‘Hey, you should see. There are a couple: Google and this other company, OpenAI, are doing really interesting stuff with transformers in video.’
“I’ve learned that I can actually just call up and go, ‘Hey, it’s Ben Affleck. Can I come see what you’re doing?’ Sometimes people say yes, to my astonishment.”
Lander M. Etxebarria 🍕 retweeted
An SEO expert, a GEO bro, and an AEO guru walked into a bar near me.
The SEO expert had a beer.
The GEO bro copied him and had a beer, then claimed that he invented beer.
The AEO guru spammed Reddit, had a beer, drunk all the spirits, smashed the bar up, set it on fire, then posted a case study about how the press coverage of the bar burning to the ground had caused its citations to skyrocket 400% in ChatGPT over a 6 week period.
Lander M. Etxebarria 🍕 retweeted
Marcas de agua para la biología. 🧬
Conoce SynthID Bio de Google DeepMind: una tecnología que permite identificar proteínas sin alterar su función en el mundo real.
Un paso gigante para la ciencia responsable. Abrimos hilo 👇
ALT Ilustración 3D isométrica de proteínas azulejo avanzando por una cinta transportadora transparente hacia una estación de escaneo y control con luz naranja encendida.
Lander M. Etxebarria 🍕 retweeted
Our SynthID technology lets you easily verify if an image, video, or audio file is AI-generated, and today we’re expanding access.
Now anyone can go to synthid.com to check files for a SynthID watermark — whether they were generated by us or industry partners like @OpenAI, @nvidia, Kakao, and, coming soon, @Apple.
To date, we’ve watermarked 180 billion images and videos and more than 240,000 years of audio content, regularly handling 1 million verification requests daily.
This new portal joins our built-in verification features already live in Search, @GeminiApp, and @googlechrome.
Lander M. Etxebarria 🍕 retweeted
New data from Google on how long it takes it to crawl, index and serve - via @WeAreRoast and @GoodnessNeil
seroundtable.com/google-craw…
Lander M. Etxebarria 🍕 retweeted
Today we released the September 2026 spam update. We'll update our ranking release history page when the rollout is complete: status.search.google.com/inc…
Lander M. Etxebarria 🍕 retweeted
El mundo: tenemos que frenar el desarrollo de la IA antes de que sea demasiado tarde.
Mientras tanto, la IA:
Lander M. Etxebarria 🍕 retweeted
El SEO no se ha muerto. De hecho está en su mejor momento a nivel de búsquedas e interés en Internet según Google Trends.
En el mundo en general y en España en particular.
El tema es que desde hace 4 años sólo se habla de IA.
Sabemos que el SEO es necesario y por suerte cada vez más gente también, por eso crece. Pero siempre hemos sido un nicho para el mainstream.
Quiero decir... tu familia aún dice que eres 'informática/o' a pesar de que lleves años en esto.
¿La IA? La IA es SEXY. Hace vídeos de Chiquito farmeando aura. Tu nevera tiene IA.
¡¿Cómo no van a hablar en todos los eventos de marketing de IA?!
Es como la canción de 'Y A VECES SE ME OLVIDAAAA' de estas semanas... está muy de moda.
Pero al final, cuando toda esa gente empieza a buscarse en ChatGPT y ven que su negocio no aparece... siempre acaban viniendo a picar a la puerta del nicho.
Por cada persona que en 2020 quería aparecer en Google hay hoy otros tres que quieren salir en la IA.
Y ahí amiga/o, que no te engañen... sólo hay un camino. El camino del SEO.
No pasa nada. Estaremos aquí. Esperando. Con paciencia.
Es una de las mejores virtudes de los de nuestra profesión.
