Content on the internet is a mess (and we’re p*ssed off about it)
As we dive deeper into 2025, we’re feeling rather militant about the state of online content. The internet is either drowning in misinformation and hate speech under the guise of free speech. Or, it’s suffocating under lifeless, AI-generated fluff – pumped out purely for SEO, GEO and sales, with zero heart, soul or genuine connection.
In this blog, we investigate why high-quality digital copy and content matters more than ever and how you can take ownership of yours – through your website, blog and emails – so you’re not at the mercy of algorithms or social media chaos. Let’s get into it.
Discontented (l-r): S&S co-founders and ex-journos Felicity and Manfreda are on a mission to clean up the internet’s content chaos and give brands (and their audiences) better stories
Free speech or free for all?
First, let’s tackle Meta’s decision in January to ditch independent fact-checkers on Facebook and Instagram, replacing them with X-style “community notes”, and essentially handing the job of verifying accuracy over to users. Carson Ellis illustrates this perfectly in the post Should I Quit Instagram?
The move has been dressed up as “free speech”, but in reality, it’s a free pass to spread harmful narratives without accountability. By removing independent fact-checkers, Zuck has effectively opened the floodgates to unchecked misinformation and disinformation. This is how the American Psychological Association defines these words:
misinformation – the spreading of false info without the intent to deceive
disinformation – the same but with the intent to deceive.
These two things are nothing new – they’ve existed since the dawn of time. But by now surely we should know better? By ushering in a “world without facts”, conspiracy theories, propaganda and hate speech are being encouraged to flourish under the guise of “open debate”.
The problem? When facts become optional, trust in reliable information crumbles. Users are left to navigate a minefield of half-truths and outright lies, while those with the loudest voices – often the most extreme like Andrew Tate or social media giants with the deepest pockets – gain the most traction.
As former journalists, we were trained to ensure every story we worked on was balanced, presenting multiple perspectives rather than pushing a single agenda. We adhered to strict ethical standards, researching meticulously, fact-checking thoroughly and giving all relevant parties the opportunity to respond. Every piece was copyedited, legally vetted and proofread to uphold fairness, accuracy and integrity. What’s happening now isn’t about free speech; it’s about responsibility. And as this Context article shows, by abandoning fact-checking, Meta is making it clear that protecting truth isn’t a priority.
From Filipino site Rappler, founded by Nobel laureate Maria Ressa, in a Guardian column by Lucas Graves
Why content needs actual integrity (not just keywords)
Because the internet is already stuffed with enough soulless drivel, that’s why. Digital copy and content shouldn’t just be a jumble of keywords shoved together to appease the SEO gods – it should have actual integrity. That means being well-researched, well-written and, crucially, worth reading.
If your content doesn’t inform, engage or inspire, what’s the point? People aren’t stupid; they can sniff out BS a mile away. So instead of pumping out hollow, keyword-stuffed nonsense, let’s create content that actually means something – stories that connect, inform and, dare we say it, make the internet a better place.
This is why brands need scrupulous ex-journos like us to write their content. We know how to cut through the noise, craft compelling narratives and – most importantly – ensure what’s published is actually worth reading. Our editorial training always taught us to ask:
What’s happening?
Why does it matter?
Why is this relevant now?
Who’s involved?
When did it start?
The problem with generative engine optimisation (GEO)
Content should matter. Right now, it matters because it’s not just SEO and algorithms we have to be aware of. As AI becomes an integral part of search engine algorithms, we now have to consider generative engine optimisation (GEO). GEO uses AI to create highly optimised, SEO-friendly content. Unlike traditional SEO, which relies on manual keyword research, GEO analyses data, spots trends and generates content that ranks well and –allegedly – connects with your audience.
Used wisely, GEO can be a seriously handy tool. It’s a whizz at SEO, sniffing out the best keywords to boost rankings without you having to spend hours buried in data. Then there’s the personalisation factor – GEO can tweak content to match what your audience actually wants, upping engagement and conversions. And let’s not ignore the obvious: automation saves time and money, freeing you up to focus on the stuff humans do best – like creativity, strategy and, you know, actually connecting with people.
The truth is, AI-generated content is going to tell your story whether you like it or not. All you can do is be laser-focused on the tone, content and message of the assets you own, which will in turn influence what AI composes. If you don’t do this, and just stick your head in the sand in the hope that it all goes away, the risks are huge. Think “total loss of brand story control, extended negative news cycles, preferred narrative contradiction, competitor hijacking and a devastating loss of trust”, to quote MarTech.org.
There is clearly a dark side to GEO. Here’s why we have our reservations about GEO content:
It’s boring as hell.
GEO tends to churn out bland, shallow content that’s about as engaging as a wet sock.
It lacks creativity.
There’s no spark, no nuance, no storytelling, no emotion. Just optimised fluff.
It’s ethically murky.
Blurring the line between authentic and artificial, GEO raises huge questions about transparency and trust.
Look, we’re not idealistic numpties – we know that copy and content exist to sell. But can we at least do it in a way that respects our audience? Can we stop flooding the internet with empty, one-sided drivel and start creating high-quality, integrity-driven content that actually connects with people?
Your website deserves more than just algorithms
We bang on about this all the time, but it’s worth repeating: your website, blog and emails are YOURS. No sudden algorithm changes, no risk of getting banned, no interference from billionaire tech bros. Just your own space, on your own terms.
A website isn’t just a landing page – it’s an experience. It builds trust, creates real connections and actually converts.
Your blog keeps your audience engaged, establishes your authority and gives you a platform to share ideas without fighting for attention in a chaotic social feed.
And emails? They land directly in people’s inboxes, cutting through the noise with a message that actually gets seen.
Social media is a tool, but your website, blog, and emails? That’s your foundation. Own it.
Want to make your copy and content work for you?
If your website is feeling stale and soulless or your content is just not doing what you need it to do, here are two ways we can help.
Are you a big-hearted female founder feeling a bit stuck with your content? Our FREE Wise Women Mentorship is aimed at you and is open for spring intake – apply now and let’s zhuzh up your digital home.
Are you the marketing manager of a purpose-led scale-up or small business? Want a more in-depth website overhaul? We love nothing more than getting to grips with your story and turning that into a website that shows the world what your business is made of.
Because the internet doesn’t need more fluff. It needs more YOU.