That’s the bold take from Flavio Amiel, founder of SWAT SEO and Swiftbrief. In this episode, we ponder the myths, tactics, and hidden opportunities in SEO for startups and online entrepreneurs.

Spoiler: If you’re obsessing over keywords, you’re doing it wrong.

Key Quotes:

* "Start at the epicenter of your business. That’s where the money is."

* "Google isn’t killing SEO… it’s just handing the mic to the people who actually sell stuff."

What we uncover in this chat:

* Why long-tail keywords are overrated (and what to focus on instead)

* How TikTok + Instagram search are changing the game

* The #1 mistake startups make with SEO content

* Why AI-generated content fails (and how to use AI smartly)

* Publishing blogs vs newsletters

Flavio spills the tea on why Reddit dominates Google results (and why he refuses to game it), how his agency tripled a client’s traffic in 30 days just by reorganizing content, and the real reason Substack newsletters rarely rank—even with killer writing.

👇 Want More?

* Subscribe for more founder interviews from us.

* Follow Flavio on X for SEO gold.

* Try Swift Brief for AI-powered SEO briefs.

💬 Question for you:

What’s your biggest SEO struggle right now? Drop it in the comments, or shoot Flavio a DM today!

(P.S. The secret Skool Flavio mentions? Sign up here.)

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit shipandsip.substack.com