Learning in public · new teardown weekly
How brands get built & found.
Every week I take one brand you know and reverse-engineer how it gets found — SEO, GEO, and growth, with receipts. 12 teardowns and counting. Free.
One teardown a week. No spam. Unsubscribe anytime.
12 brands torn down · 59.6M+/mo traffic analyzed · new drop weekly
Midjourney
Midjourney — a community that is the distribution
15.2MMembersNotion
Notion — the programmatic-SEO machine
12.4MFreePerplexity
Perplexity — winning the AI-answer game
9.6MMembersGumroad
Gumroad — built for creators, found by Google
4.1MFreebeehiiv
beehiiv — newsletters that market the platform
3.4MMembersPostHog
PostHog — content that ranks and converts
2.9MMembers
The database
A researched database of how brands get found.
Every teardown in one filterable table — search by brand, sort by traffic, filter by category or access. The receipts, not the vibes.
Browse
Pick a distribution playbook.
SaaS
3Product-led growth, free tiers, and the SEO surfaces SaaS companies quietly build.
Dev Tools
3Open source, GitHub, docs, and distribution that runs on developers.
AI
2GEO, answer-engine citations, and community-driven AI products.
Content
2Editorial engines, comparison SEO, and minimalism that ranks.
Marketplace
1Catalog-as-content and programmatic product SEO.
Creator
1UGC, newsletters, and network-effect distribution loops.
The method
Every teardown asks the same four questions.
- 1
STAGE 01
How it’s built
The product, the stack, the growth mechanics already shipping.
- 2
STAGE 02
How it grows
The loops — content, UGC, referrals — that compound traffic without paid.
- 3
STAGE 03
How it gets found
The SEO + GEO surface: SERP positions, AI-Overview citations, the schema behind them.
- 4
STAGE 04
Where it leaks
The exact places the machine bleeds — and the move you copy to your own site.
Free to read
Teardowns of brands you already know.
Notion — the programmatic-SEO machine
Notion doesn't have a content team pumping out blog posts. It has a template — and hundreds of thousands of pages built from it. Here's how one page design, pointed at the right intent, becomes millions of organic visits a month, plus the two places the machine quietly leaks.
Gumroad — built for creators, found by Google
Gumroad barely blogs, yet it ranks for a startling amount of commercial-intent search. The trick isn't content marketing — it's turning the product itself into the SEO surface. Here's the move you can copy this week.
Framer — beautiful sites nobody can find?
Framer builds some of the most gorgeous sites on the web — and a lot of them are close to invisible in AI search. It's not the design. It's how the pages are delivered. Here's the one fix that changes everything.
The Get-Found Club
The teardowns are free. Getting found doesn't have to be lonely.
The full audits, the copy-paste templates, a monthly get-found challenge, and a private room of builders shipping alongside you.
Your next unfair advantage is one teardown away.
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