What makes you searchable in AI? Here’s what my own data tells me. II’ve spent a lot of time thinking about what makes a brand show up in AI-generated answers. And recently I turned that lens on myself. Here’s what I found. The mechanics aren’t mysterious LLMs cite sources that
Fixing your sitemap isn’t SEO. It’s plumbing. TechSEO keeps the lights on. It doesn’t grow your traffic. Here’s why that distinction matters — and why conflating the two is costing you. There’s a category error that quietly runs through a lot of SEO conversations, agency proposals, and monthly reports. It
How SEO Philosophy became fragmented and broken A field guide to the seven factions responsible for the worst takes in digital marketing — and why your traffic disappeared while they were arguing. An editorial opinion · Est. reading time: 7 minutes of mounting irritation Somewhere between 2020 and now, something
Something strange showed up in our data recently, and we haven’t been able to stop thinking about it. One of our test domains pulls in about 100 Bing clicks a month. Pretty unremarkable by any traditional SEO standard. But when we looked at AI citation data, that same domain had
If you’ve landed on this page because someone sold you an “EEAT checker” — or because you’re thinking about buying one — I want to save you some money and a lot of wasted time. EEAT checkers don’t work. Not because of a technical flaw. Because the thing they claim
An Epic new report from Microsoft Clarity and Bing. The Share of Authority report in Microsoft Clarity is built from AI citations data that Bing and related Microsoft AI experiences generate when they use your pages as sources in grounded answers. What Share of Authority “is” It is a metric that shows
TechCrunch — a website that lives and dies by Google traffic — has taken its turn and also declared Google Search dead, in an article that will never be found via Google Search. Poetic, really. Almost like they’re beta testing the post-SEO world on themselves. SEOs Ruined the internet; never
Everyone in SEO is talking about EEAT for AI, and almost all of it is nonsense. The idea that you can optimize for Experience, Expertise, Authoritativeness, and Trustworthiness inside a large language model makes for great agency slide decks, but it fundamentally misunderstands what an LLM actually is and how
There’s a set of observations about how Google actually works that, once you internalize them, fundamentally changes how you approach SEO strategy. These aren’t contrarian takes for the sake of it — they’re logical conclusions drawn from publicly available evidence, including testimony from the DOJ antitrust case against Google itself.
