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.)

Starting this month, he’s been dropping amazing lead lists from Reddit for founders across the Build in Public community on X.

But this conversation is about much more than leads, Jordan’s journey from HSBC to solo founder was not an easy road.

He’s learned a lot in the year since he launched Founders Owl as a simple side hustle — we get into:

* How he found a niche he could serve and won his first customers.

* What he learned from going ‘too niche’ early on.

* Why Reddit is such a genuine platform to connect with prospective clients & users.

* What the funnel looks like from Reddit to sale.

And a lot more.

Enjoy the show and be sure to follow Jordan on X if you’re keen to learn more about landing leads on Reddit!

Co-founders Gabriel and Alec are two builders from the blockchain & crypto space who decided to reshape fintech for small indie entrepreneurs and startups.

They have a bright vision for the future of startups, but the lack of transparency among the leading merchant of record payment providers pushed them to launch Creem.

So they did, in just a few months 💪

Here’s what we discuss in this episode:

🤖 Using AI to track metrics on payments & more

🤑 Why Gabriel loves bootstrapped startups but needed to raise funds for Creem

🤔 What the current payment providers get wrong

🛠️ The challenges and future of fintech for startups

☃️ How to build a global startup from the quiet countryside of Estonia

Along with Creem, Gabriel hosts a fun and candid vlog on YouTube where he releases weekly updates and behind-the-scenes stories.

Links to topics we discuss in the show:

* Meditations on Moloch by Scott Alexander

* Estonia’s e-residency program for founders.

* Antler VC and startup program.

I hope you enjoy the show and have a wonderful holiday season with your friends and family 🎄

Timecodes:

00:00 — Intro & Meet Gabriel Ferraz

01:14 — What did you ship recently?

05:46 — Purpose and history of Creem

14:55 — Gabriel’s vision of the future

18:14 — What’s a merchant of record?

24:02 — Co-founder journey and Estonia

34:55 — Making vlogs as a founder

40:00 — Raising funds from Antler

45:33 — Problems with scaling fintechs

54:21 — Customer support and the lowest M-o-R fees