03 · skeptic · Measurement
Known for: The clickstream data the rest of the industry quotes when arguing AI search is over-hyped.
Voices of the field
People to follow: The skeptic
Voices that challenge easy answers and force the field to define its claims.
Hand-picked practitioners · Updated May 2026
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14 · skeptic · Content
Eli Schwartz
The skepticIndependent SEO Consultant; Author, Product-Led SEO, Independent · San Francisco Bay Area, CA, USA
Known for: The principled contrarian arguing GEO is mostly rebranded SEO fundamentals.
16 · skeptic · Measurement
Known for: Reads Google's Quality Rater Guidelines so you don't have to, now decoding the agentic web.
17 · skeptic · Measurement
Tom Critchlow
The skepticEVP Audience Growth, Raptive; Founder, The SEO MBA, Raptive / The SEO MBA · Brooklyn, NY, USA
Known for: Publisher-side data on the death of the link economy and the rise of the recommendation web.
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