Ian Lurie
@ianlurie.bsky.social
Cynical idealist. Digital marketer. Dungeons & Dragons player. Writes over at ianlurie.com. he/him
The difference between a Claude skill and a Claude project?
Claude is the kitchen. Skills are utensils. Projects are cookbooks.
I wrote a post about it: www.ianlurie.com/ai/claude-sk...
Claude is the kitchen. Skills are utensils. Projects are cookbooks.
I wrote a post about it: www.ianlurie.com/ai/claude-sk...
Claude Skills vs Projects, Explained
Here’s my analogy: Claude is the kitchen. Skills are utensils. Projects are cookbooks.
www.ianlurie.com
May 22, 2026 at 2:22 PM
The difference between a Claude skill and a Claude project?
Claude is the kitchen. Skills are utensils. Projects are cookbooks.
I wrote a post about it: www.ianlurie.com/ai/claude-sk...
Claude is the kitchen. Skills are utensils. Projects are cookbooks.
I wrote a post about it: www.ianlurie.com/ai/claude-sk...
Seems like every AI model has a different vocabulary. A "skill" on Claude is a "Gem" on Gemini, etc. etc. I have a little cheat sheet I use, and I turned it into a page. Feel free to steal (with appropriate citation) as needed.
www.ianlurie.com/ai-model-che...
www.ianlurie.com/ai-model-che...
AI Model Cheat Sheet: Claude, ChatGPT, and Gemini
A side-by-side glossary of what Claude, ChatGPT, and Gemini call the same features. Skills, Gems, GPTs, agents, projects — and which platform has what.
www.ianlurie.com
May 13, 2026 at 4:38 PM
Seems like every AI model has a different vocabulary. A "skill" on Claude is a "Gem" on Gemini, etc. etc. I have a little cheat sheet I use, and I turned it into a page. Feel free to steal (with appropriate citation) as needed.
www.ianlurie.com/ai-model-che...
www.ianlurie.com/ai-model-che...
For folks who couldn't be at #seoweek, or for a refresher: I've put together a complete guide to Teaching The Shit Out Of Everything.
It's our secret marketing weapon. Provide frictionless, expert learning & you'll earn the trust of potential customers.
www.ianlurie.com/teach-everyt...
It's our secret marketing weapon. Provide frictionless, expert learning & you'll earn the trust of potential customers.
www.ianlurie.com/teach-everyt...
April 27, 2026 at 8:09 PM
For folks who couldn't be at #seoweek, or for a refresher: I've put together a complete guide to Teaching The Shit Out Of Everything.
It's our secret marketing weapon. Provide frictionless, expert learning & you'll earn the trust of potential customers.
www.ianlurie.com/teach-everyt...
It's our secret marketing weapon. Provide frictionless, expert learning & you'll earn the trust of potential customers.
www.ianlurie.com/teach-everyt...
Coming up with random encounters for Monday's game and cackling to myself. #dungeonsanddragons
April 11, 2026 at 5:56 PM
Coming up with random encounters for Monday's game and cackling to myself. #dungeonsanddragons
If you use the content generation tool recently intro'd by a certain provider, you'll get the results you deserve.
April 9, 2026 at 6:30 PM
If you use the content generation tool recently intro'd by a certain provider, you'll get the results you deserve.
If you still fly the Confederate flag, I would like to point out that your guy surrendered 161 years ago today.
April 9, 2026 at 4:55 PM
If you still fly the Confederate flag, I would like to point out that your guy surrendered 161 years ago today.
I'm speaking at SEO Week 2026! April 27-30, NYC.
I dunno about my content, but I absolutely, 100% guarantee there will be capybara.
I dunno about my content, but I absolutely, 100% guarantee there will be capybara.
March 26, 2026 at 5:34 PM
I'm speaking at SEO Week 2026! April 27-30, NYC.
I dunno about my content, but I absolutely, 100% guarantee there will be capybara.
I dunno about my content, but I absolutely, 100% guarantee there will be capybara.
DM: You see four people in robes, walking w/ a cow. They're talking to the cow.
Me: We better steer clear. Get it? Get it?
DM: (Clicks Zoom mute button)
Me: We better steer clear. Get it? Get it?
DM: (Clicks Zoom mute button)
February 20, 2026 at 2:49 AM
DM: You see four people in robes, walking w/ a cow. They're talking to the cow.
Me: We better steer clear. Get it? Get it?
DM: (Clicks Zoom mute button)
Me: We better steer clear. Get it? Get it?
DM: (Clicks Zoom mute button)
Anyone else seeing this screwy report format in Google Search Console?
February 17, 2026 at 4:07 PM
Anyone else seeing this screwy report format in Google Search Console?
I resorted to AI, I admit. I wanted to capture the conclusion of last night's game. The ranger, broken and bloodied, was carried off by an undeniably smug red dragon. Now the party's going to have to track him down. In the dragon's lair. That's life at level 17...
February 3, 2026 at 9:54 PM
I resorted to AI, I admit. I wanted to capture the conclusion of last night's game. The ranger, broken and bloodied, was carried off by an undeniably smug red dragon. Now the party's going to have to track him down. In the dragon's lair. That's life at level 17...
@randfish.bsky.social's findings about AI prompts and prompt visibility tracking are... not what I expected. You CAN get useful data, but it's a numbers game. With infinite prompt variability & probability-driven results, this is NOT like SERP rankings data. Read this: sparktoro.com/blog/new-res...
NEW Research: AIs are highly inconsistent when recommending brands or products; marketers should take care when tracking AI visibility - SparkToro
The Problem: For the last few years, companies have been investing inordinate sums into AI tracking and AI visibility for their brands and products.
sparktoro.com
January 28, 2026 at 8:33 PM
@randfish.bsky.social's findings about AI prompts and prompt visibility tracking are... not what I expected. You CAN get useful data, but it's a numbers game. With infinite prompt variability & probability-driven results, this is NOT like SERP rankings data. Read this: sparktoro.com/blog/new-res...
Instead of trying to keep up with the hype, stick to one simple rule: Build for bots, create for humans.
Build infrastructure that supports discoverability across all platforms. Create multimodal content that delivers exactly what your human audience needs.
www.ianlurie.com/digital-mark...
Build infrastructure that supports discoverability across all platforms. Create multimodal content that delivers exactly what your human audience needs.
www.ianlurie.com/digital-mark...
Digital Marketing's Golden Rule: Build for Bots, Create For Humans
If you want to shut out the noise, stick to one principle: Build for bots, create for humans. Build infrastructure that supports discoverability across all platforms, from social media to search to AI...
www.ianlurie.com
January 8, 2026 at 11:32 PM
Instead of trying to keep up with the hype, stick to one simple rule: Build for bots, create for humans.
Build infrastructure that supports discoverability across all platforms. Create multimodal content that delivers exactly what your human audience needs.
www.ianlurie.com/digital-mark...
Build infrastructure that supports discoverability across all platforms. Create multimodal content that delivers exactly what your human audience needs.
www.ianlurie.com/digital-mark...
Talia Wolf wrote this great piece about 2026 marketing strategies, with input from 17 brilliant marketers. Plus me. getuplift.co/battle-teste...
Forget predictions. 18 marketers share their battle-tested strategies for 2026
18 experts share the marketing strategies they're doubling down on in 2026. 18 experts, 18 different strategies for success
getuplift.co
January 7, 2026 at 4:16 PM
Talia Wolf wrote this great piece about 2026 marketing strategies, with input from 17 brilliant marketers. Plus me. getuplift.co/battle-teste...
Reposted by Ian Lurie
🚨 The #SEOFOMO Organic Traditional & AI Search Trends for 2026 is here! The most comprehensive, no-fluff resource to learn about and reference the top organic search challenges, expectations, and actions for 2026, based on responses from 60+ senior SEOs. Read: hub.seofomo.co/surveys/orga...
December 29, 2025 at 9:34 AM
🚨 The #SEOFOMO Organic Traditional & AI Search Trends for 2026 is here! The most comprehensive, no-fluff resource to learn about and reference the top organic search challenges, expectations, and actions for 2026, based on responses from 60+ senior SEOs. Read: hub.seofomo.co/surveys/orga...
Reposted by Ian Lurie
BREAKING: WATCH the full 60 Minutes CECOT segment here. This was sent to me anonymously. It appears to be the segment CBS' Bari Weiss killed. www.muellershewrote.com/p/watch-the-...
WATCH: The 60 Minutes CECOT Segment
I was sent the CECOT segment anonymously in a group chat.
www.muellershewrote.com
December 22, 2025 at 10:46 PM
BREAKING: WATCH the full 60 Minutes CECOT segment here. This was sent to me anonymously. It appears to be the segment CBS' Bari Weiss killed. www.muellershewrote.com/p/watch-the-...
The year in reviews are getting outta hand, guys.
December 17, 2025 at 10:47 PM
The year in reviews are getting outta hand, guys.
Next service that offers me a 2025 lookback gets a virtual punch in the face.
December 16, 2025 at 7:51 PM
Next service that offers me a 2025 lookback gets a virtual punch in the face.
Best Buy KNOWS how to hide the unsubscribe link. This is next-level skill:
December 9, 2025 at 8:01 PM
Best Buy KNOWS how to hide the unsubscribe link. This is next-level skill:
MeasureU invited me to talk about AI-driven SEO workflows. So I did - the audience was great, and I had virtual snacks. Here are the slides, the workflow Markdown, and some other somewhat-random links. ianlurie.me/ai-seo-workf...
December 4, 2025 at 6:02 PM
MeasureU invited me to talk about AI-driven SEO workflows. So I did - the audience was great, and I had virtual snacks. Here are the slides, the workflow Markdown, and some other somewhat-random links. ianlurie.me/ai-seo-workf...
I saved what remains of my frayed sanity and used AI to generate ALT text for thousands of images. Then I wrote a post about it: www.ianlurie.com/digital-mark...
Using AI to generate ALT text for 27,000 images
Writing ALT text sucks. Writing ALT text for 27,000 images is enough to send me right off the Cliffs Of Insanity. I got AI to do the work for me. Here's how.
www.ianlurie.com
December 2, 2025 at 4:50 PM
I saved what remains of my frayed sanity and used AI to generate ALT text for thousands of images. Then I wrote a post about it: www.ianlurie.com/digital-mark...
When the DM is a dice goblin…
November 25, 2025 at 4:06 AM
When the DM is a dice goblin…
All of you talking breathlessly about GEO and then telling me your big tactic is to create better, more detailed content and cloaked AI-bot-only pages are making me pray for an asteroid that much harder.
November 24, 2025 at 10:19 PM
All of you talking breathlessly about GEO and then telling me your big tactic is to create better, more detailed content and cloaked AI-bot-only pages are making me pray for an asteroid that much harder.
Might write a post about using Claude Vision to generate ALT attributes for 27,000 images. Is that in the that's-not-news category, or would folks find it useful?
November 14, 2025 at 6:22 PM
Might write a post about using Claude Vision to generate ALT attributes for 27,000 images. Is that in the that's-not-news category, or would folks find it useful?
Reposted by Ian Lurie
DONATE here: www.sleepout.org/participants...
Next week, I'm chipping in $6,500 and sleeping outside in the freezing Philly cold w @wilreynolds.bsky.social, not b/c I want to (dear god I am not built for sleeping outside in a cardboard box 😅🥶), but b/c it's important.
Would 💗 your support
Next week, I'm chipping in $6,500 and sleeping outside in the freezing Philly cold w @wilreynolds.bsky.social, not b/c I want to (dear god I am not built for sleeping outside in a cardboard box 😅🥶), but b/c it's important.
Would 💗 your support
November 11, 2025 at 5:01 PM
DONATE here: www.sleepout.org/participants...
Next week, I'm chipping in $6,500 and sleeping outside in the freezing Philly cold w @wilreynolds.bsky.social, not b/c I want to (dear god I am not built for sleeping outside in a cardboard box 😅🥶), but b/c it's important.
Would 💗 your support
Next week, I'm chipping in $6,500 and sleeping outside in the freezing Philly cold w @wilreynolds.bsky.social, not b/c I want to (dear god I am not built for sleeping outside in a cardboard box 😅🥶), but b/c it's important.
Would 💗 your support