Luke Thorn

SEO strategist & GM @webrefreshco

[Luke Thorn @lukethorn]

📌 A real world example of what happens when you "let AI do it all".

A CMO implemented an “Agentic SEO solution”. Then finds out it's hallucinated and either deleted or replaced all their page titles with the page URL and used incorrect canonicalisation.

The result = lost they 80% of their top 3 search rankings.

[Luke Thorn @lukethorn]

I keep seeing -> BREAKING: Claud can now do $10,000/month SEO (for free).

Here's why it's all BS:

None of these "prompt bros" share results or case studies.

They don't exist.

It's all just clickbait. Here's why:

I've been doing SEO full-time since 2013.

12 years of actual campaigns, actual clients, actual results.

And every few weeks, the same recycled post goes viral:

"Businesses quietly going all-in on AI + SEO will save a ton of money."

"This feels like buying Bitcoin at $100".

No. It doesn't.

Because Bitcoin didn't require you to understand search intent, site architecture, crawl budgets, or why Google just tanked your rankings overnight.

Here's what these posts always do:

They list a stack of free or cheap tools.

Claude: $20/month. WordPress: cheap. Canva: free. GSC: free.

"Total cost: under $100/month."

Then they say "people used to pay agencies $1k-$3k for this."

As if SEO was just publishing pages.

That's like saying a gym membership replaces a physio because they both involve exercise.

The tool isn't the skill. It never was.

Here's what AI actually can't do:

It can't decide which of 200 technical issues to fix first based on commercial impact.
It can't interpret your competitors' strategy and reverse-engineer what's actually working.
It can't sit in a client call and translate data into a decision.

It can produce. It can prioritise. It just can't do either without a decent chance of making fatal mistakes.

And producing more content / implementing more changes faster without experience or strategic oversight is just building a bigger mess, quicker.

Can AI help with strategy + speed up execution? Absolutely.

I use it every day.

It's brilliant for drafts, outlines, and scaling content workflows, analysing data, identifying patterns.

With expert direction and course corrections.

It's a power tool, not a tradesperson.

You still need someone who knows where to cut.

The "prompt bro" posts get engagement because they sell a fantasy.

The fantasy that expertise is now obsolete.

That 12 years of pattern recognition can be replaced by a $20 subscription.

It can't.

The businesses winning with AI right now aren't replacing expertise.

They're combining it with execution speed.

That's the actual edge.

What's your take on it all?

-> Is AI replacing SEO skill, or amplifying it?

[Luke Thorn @lukethorn]

@gofishchris Wombat

[Luke Thorn @lukethorn]

@Channel9 @9Now Please stop showing horror ads on morning TV.

[Luke Thorn @lukethorn]

@nikrangerseo @rustybrick @dejanseo Very interesting, thanks for posting.

[Luke Thorn @lukethorn]

Smart SEOs drive impact with focused actions, while others get lost in busywork.

#SEO #Impact

[Luke Thorn @lukethorn]

📢 #SEO alert! G's new 'Filter By' feature is 🫨ing up product searches. Here's a quick SEO hitlist:

ℹ️ SD is your friend. Optimise it on prdct + ctgry pages.
📝 Dtld descriptions win. e.g. w+h, materials, etc

🔥 Want the full scoop? https://t.co/a4ayrPO6Hc

[Luke Thorn @lukethorn]

@jimcramer Thank you Jimmy boy!!! The man!

[Luke Thorn @lukethorn]

@NBN_Australia 😂

[Luke Thorn @lukethorn]

@CryptoRRR_ $veil exchange

[Luke Thorn @lukethorn]

@ZssBecker This also looks interesting - launched Oct 11th, working product - privacy utility token - <3m mcp: https://t.co/eeIeK0tWgC

[Luke Thorn @lukethorn]

https://t.co/pAFtR4L7Ot

[Luke Thorn @lukethorn]

Follow along as we do a real-time prelim SEO audit of the Sleeping Duck Indestruct Bed landing page! ⏱️ 🦆💤

Saw something we missed? Want us to review another website? We'd love to hear it in the comments!

#SEO #seoaudit #sleepingduck

https://t.co/BFwwclyfN8

[Luke Thorn @lukethorn]

@APompliano McDonald's. Duh!

[Luke Thorn @lukethorn]

@philpringle Great to see this ray of light on socials amongst everything else that seems to be focusing on and trending towards darkness:

[Luke Thorn @lukethorn]

🚨 Planning a new website? 🚨 This 5-minute read will help you avoid making costly SEO mistakes.

https://t.co/pAg1fPBak3

#seo #webdesign #webdevelopment

[Luke Thorn @lukethorn]

PSA - in a business context, "I'd like to pick your brains" 99% of the time is code for "I'd like to waste your time". It's in my nature to be helpful, but I wouldn't say I like being taken advantage of. What's your go-to response to this all-too-common question?

[Luke Thorn @lukethorn]

Just posted a new blog for one of the most asked questions in SEO: 'How Long Does SEO Take?'
https://t.co/yTCyd3GTwY

#SEO #DigitalMarketing #SEOAgency