Google is deploying large language models (LLMs) from its Ad Traffic Quality team, Google Research, and DeepMind to better detect and block invalid traffic – ad activity from non-human or uninterested sources – across its platforms.
Why we care. Invalid traffic drains advertiser budgets, skews publisher revenue, and undermines trust in the digital ad ecosystem. Google’s upgraded defenses aim to identify problematic ad placements more precisely, reducing policy-violating behaviors before they impact campaigns. This would mean fewer wasted impressions, better targeting accuracy, and stronger protection for their budgets.
By the numbers. Google said there was a 40% reduction in invalid traffic tied to deceptive or disruptive ad serving practices. This is due to faster detection of risky placements, which is accomplished in real time by analyzing app/web content, ad placements, and user interactions.
Between the lines: Google already runs extensive automated and manual checks to ensure advertisers aren’t billed for invalid traffic. However, the LLM-powered approach could be a bigger leap in speed and accuracy and could make deceptive ad strategies far harder to profit from.
https://i0.wp.com/dubadosolutions.com/wp-content/uploads/2025/08/How-Google-works-Experiments-entities-and-the-AI-layer-beneath-search-ndikPE.png?fit=1920%2C1080&ssl=110801920http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-08-12 18:17:082025-08-12 18:17:08Google taps large language models to cut invalid ad traffic by 40%
AI search startup Perplexity today made an unsolicited $34.5 billion all-cash offer to buy Google’s Chrome browser, nearly double its own $18 billion valuation.
Perplexity told The Wall Street Journal that multiple large venture capital funds have agreed to finance the deal.
Google hasn’t indicated any willingness to sell Chrome.
The bid comes as U.S. District Judge Amit Mehta considers whether to force Google to divest Chrome to restore competition in search.
Chrome has about 3.5 billion users and more than 60% global browser market share.
Perplexity said it would keep Chromium open source, invest $3 billion over two years, and maintain Google as Chrome’s default search engine (though users could change it).
Why we care. Chrome is one of the most powerful gateways to search. Chrome gives Google a massive data advantage, which helps shape everything from ad targeting to SERP features. A new owner could upend default search deals, disrupt traffic patterns, and rewrite the rules for how audiences are tracked, targeted, and monetized.
Yes, but. Analysts say the sale is unlikely. In the meantime, Perplexity will grab some attention and make some headlines.
The big picture. Perplexity recently launched a new browser, Comet. Perplexity believes browsers are strategic control points for the next era of agentic search and online advertising.
Advertisers spotted a new beta feature in Google’s Performance Max (PMax) campaigns that allows gender-based audience exclusions – giving marketers more granular control over targeting. It was first announced, as part of the Google Ads API v 21, last week.
Why we care. The gender exclusion option could help brands tailor messaging, product feeds, and creative for different audiences, potentially improving ROAS and conversion rates.
How it could be used:
Separate campaigns for men’s and women’s products.
More relevant ad copy and creatives per audience.
Focused product feeds for higher shopping ad relevance.
Bottom line. If you have access to a Google Ads rep, now’s the time to ask to be added to this beta. Early movers could capture performance gains before rivals know the feature exists.
First seen. This update was first seen by Aleksejus Podpruginas, senior Google Ads campaigns specialist at Teleperformance.
https://i0.wp.com/dubadosolutions.com/wp-content/uploads/2025/08/1754914556403-Uv1A5C.jpg?fit=800%2C339&ssl=1339800http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-08-12 17:30:302025-08-12 17:30:30Gender exclusions spotted in Google Performance Max campaigns
Many search marketers are unknowingly paying a “Google Tax”—overspending on branded keywords even when there’s no competition, due to a flaw in auction dynamics that causes them to bid against themselves.
In Stop Paying the Google Tax–Start Winning Paid Search, Jenn Paterson and John Beresford of BrandPilot AI will break down what they call the Uncontested Paid Search Problem and show you exactly how to detect and eliminate it. You’ll learn why uncontested keywords can still trigger inflated CPCs, how to spot when you’re paying too much for clicks you already own, and proven tactics to stop the waste and improve your paid search ROI.
You’ll take away:
Why uncontested keywords can still drive up CPCs
How to tell when you’re bidding against yourself
The true cost of the “Google Tax” on your brand campaigns
Strategies to cut waste and boost ROI
If you’re serious about paid search performance, it’s time to stop overpaying and make every click count. Save you spot here.
https://i0.wp.com/dubadosolutions.com/wp-content/uploads/2025/08/Search-Engine-Land-live-event-save-your-spot-MGcs9c.jpg?fit=1920%2C1080&ssl=110801920http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-08-12 16:17:562025-08-12 16:17:56Stop paying the Google tax and lower your CPCs by Edna Chavira
How to make your content visible in the age of AI search
So, what exactly is LLM Optimization? Well, the answer to that question depends on who you ask. For example, if you ask a machine learning engineer, they’ll tell you it’s all about tweaking prompts and token limits to get better performance from a large language model. In fact, Iguazio actually defines LLM optimization as improving the way models respond, which means smarter, faster, and with more contextual recognition.
If, on the other hand, you are a content strategist or SEO enthusiast, LLM optimization will mean something completely different to you and that is making sure that your content shows up in AI-generated search results. And, that needs to be true no matter whether you’re talking to ChatGPT, searching with Perplexity, or scanning Google’s new AI Mode for answers. Some call this ChatGPT SEO or Generative Engine Optimization.
So, if you fall into the latter of those two groups, ie: the people who want their content and product pages to be seen and clicked, then this article is for you. And, if you’d like to read on, we’ll show you why LLM optimization in an AI-search landscape isn’t some sort of luxury option; it’s an absolute necessity.
What are LLMs and why should you care?
AI engineers train Large Language models on huge amounts of text and data to generate answers, summaries, code, and human-like language. They’ve read everything (not just the Classics) and that includes blogs, news articles and your website.
The reason that’s important is that LLMs don’t crawl your website in real time like Search Engines do. What they do is read it, learn from it and when someone asks them a question, they try to recall what they saw and rephrase it into an answer. If your site shows up as the answer, “Great” but if not, you’ve got a visibility problem.
The new way of searching
Search is not just about Google anymore. Also, it’s not as if just one other thing has come to dominate which means we’re left with a rather messy mix of Perplexity answers, Chat GPT chats, Gemini summaries and voice assistants reading out answers while we try to do two tasks at once.
In short, people aren’t just searching, they’re conversing and if your content can’t hold its own in this environment then you’re missing out on visibility, traffic, and the ability to build trust. We’ll walk you through exactly how to fix that.
SEO vs. GEO vs. AEO vs. LLMO: Are we just rebranding SEO?
If you’ve been wondering whether you now need four different strategies for SEO (Search Engine Optimization), GEO (Generative Engine Optimization), AEO (Answer Engine Optimization), and LLMO (Large Language Model Optimization), relax, it’s not as big a deal as you might think. You see, despite all the buzzwords, the core of optimization hasn’t changed much.
All four terms point to the same central goal: making your content more findable, quotable, and credible in machine-generated output regardless of whether that comes from Google’s AI Overviews, ChatGPT, or an answer box on Bing.
So, should you overhaul your entire content strategy to ‘do LLMO’?
Not really. At least, not yet.
Most of what boosts your presence in LLMs is already what SEO professionals have been doing for years. Structured content, semantic clarity, topical authority, entity association, clean internal linking, it’s all classic SEO.
Where they slightly diverge:
SEO (Search Engine Optimization)
Relies on backlinks and site architecture to establish authority
GEO (Generative Engine Optimization
Puts extra emphasis on unlinked brand mentions and semantic association
AEO (Answer Engine Optimization)
Focuses on being the single best, most concise, and sourceable response to a specific query
LLMO (Large Language Model Optimization)
Leans into optimizing content not just for people or search crawlers but for LLMs reading in chunks, skipping JavaScript, and relying on embeddings and grounding datasets
But the thing is: you don’t need four different playbooks. All you need is one solid SEO foundation. In fact, this point is backed up by Google’s Gary Illyes who confirmed that AI Search does not require specialized optimization, saying that “AI SEO” is not necessary and that standard SEO is all that is needed for both AI Overviews and AI Mode.
Focus more on entity mentions, not just links
Treat your core site pages (home, pricing, about) and PDFs as important LLM fuel.
Remember that AI crawlers don’t render JavaScript, so client-side content might be invisible
Think about how LLMs process structure (chunking, context, citations), not just how humans skim it
So, if you’ve already been investing in foundational SEO, you’re already doing most of what GEO, AEO, and LLMO ae all about. That’s why not every new acronym needs you to have a whole rethink on your efforts. Sometimes, it’s just like SEO.
Key LLM SEO optimization techniques
Now that we know LLMs aren’t crawling our site but are understanding it, we need to think a little differently about how we create and construct content and for more on this, you may find this article extremely insightful. This is not about cramming in keywords or trying to play the algorithm, it’s about clarity, structure and credibility because these are the things LLMs care about when deciding what to quote, summarize or ignore. Below are some techniques that will help your content stay visible now that people are using generative search.
The bar has been raised on the quality of content
LLMs love clarity. The more natural and specific your language is, the easier it is for them to understand and reuse your content. That means not using jargon, avoiding ambiguity and instead, focusing on writing like you’re explaining something to a colleague.
To give an exact example:
Don’t Say:
“Our innovative tool revolutionizes the digital landscape for modern businesses.”
Instead Say:
“The Yoast SEO plugin for WordPress helps businesses to improve their website’s visibility and appear inn search results
Use Structure, Chunked Formatting
Chunked formatting means breaking your content into small pieces (chunks) of informatin that are easy to understand and remember. LLMs tend to prioritize the most easily digestible content construction – which means your headings, bullet points, and clearly defined sections must do a lot of heavy lifting. Not only does organizing your content like this help people to skim read, but it also helps machines understand what each section is about.
Structuring your content like this will help:
Write clear, descriptive H2s and 3s
Use bullet points that can provide standalone value
Include summaries and tables to give quick overviews
Be Factual, Transparent, and Authoritative
Just like Google, LLMs need to trust that your content is reliable before they start taking you seriously. This means you need to show your working out, quote sources, reveal authors, and follow the principles of E-E-A-T. Experience, Expertise, Authority, and Trust.
Include an author bio and credentials if possible (include a link to actual author bios and social profiles)
Name your sources when you use claims or statistics
Share real experiences if possible “As a small business owner…”
The more real, relatable and trustworthy your content looks, the more AI will like it.
Optimize for Summarization
LLMs won’t quote your entire blog post; they’ll only use snippets. Your job is to make those snippets irresistible. Start with strong lead sentences so that each paragraph begins with a clear point followed by context. Also, it’s a good idea to front-load your content. Don’t save your best bits for the end.
As a reminder:
Start each section with what you want the key takeaway to be
Keep paragraphs short and self-contained
Create standalone summary paragraphs as these often get quoted in AI generated answers
Use Schema
Behind every great summary is a structured content model. That’s where Schema markup comes in and to help the AI understand your content, you need to speak in a certain way.
Once you’ve got the basics completed, like clear writing, structure and trust signals, there’s still more you can do to give your content the best shot at visibility. These bonus strategies focus on how to make your site even more AI-friendly by anticipating how LLMs interpret and reuse information.
Use Explicit Context and Clear language
Humans have an incredible ability to be able to ‘fill in the blanks’ and still ‘get the message’ even if the information they got was vague or unclear. One of the biggest differences between humans and LLMs? Humans can infer meaning from vague references. LLMs on the other hand… well, let’s just say that it doesn’t come naturally to them.
In any case, the point is that if your article mentions “this tool” or “our product” without any context, an LLM might miss the connection entirely. The result? You’re left out of the answer, even if you’re the best source.
So, to give your content the clarity it deserves:
Use the full product or brand name, like “Yoast SEO plugin for WordPress,” not just “Yoast”
Define technical or niche terms before using them
Avoid vague language (“this page,” “the above section,” “click here”)
You don’t need to be repetitive, but you do need to be explicit rather than implicit.
Leverage FAQs and Conversational Formats
LLMs love FAQs because they’re direct, predictable, and easy to quote. They closely match real user intent and provide high-value snippets that tools like Perplexity and Gemini can pull from without much guesswork.
That said, there’s an important limitation to keep in mind if you’re using the Yoast SEO FAQ block in Gutenberg:
You cannot use H2 or H3 heading tags inside the FAQ block. The block creates its own question-answer formatting using custom HTML, which is great for structured data (FAQ Page schema), but it doesn’t support native heading tags which limits your ability to optimize AI readability and skimmability.
So, if your goal is to appear in AI-generated summaries or answer boxes, where headings like “What is LLM SEO?” make it easy for AI to quote your content, you might be better off using manual formatting.
Here’s how to get the best of both worlds:
STEP 1: Use H2 or H3 tags for each question (e.g., “What is llms.txt?”) and write a clear, short answer beneath it. This improves LLM visibility but doesn’t generate structured FAQ schema.
Step 2: Use the Yoast FAQ block for schema support but know that it won’t give you a proper heading structure.
Ultimately, the more your FAQs resemble natural, searchable questions — and are structured in a way that both humans and AI can easily parse — the more likely they are to be featured in answers.
Enhance Trust with Freshness Signals
Just like search engines, some LLMs give preference to newer content, but remember that we need to talk to them in a certain way to get the best out of them.
Older content can be overlooked. Worse, it can be quoted incorrectly if something has changed since you last hit publish.
Make sure your pages include:
A clear “last updated” timestamp (can we get a picture of what one would look like for clarification?)
Regular reviews for accuracy
Changelogs or update notes if applicable (especially for software or plugin content)
It doesn’t have to be complicated, even a simple “Last updated: June 2025” can help both readers and AI systems trust that your content is current.
Today, we’re entering a phase where who wrote your content is just as important as what it says. That means you need to highlight author visibility and put effort into signaling real-world experience.
Use Person schema to formally associate the content with a specific individual
Weave in relevant experience (“As an SEO consultant who works with SaaS brands…”)
Remember, LLMs are more likely to trust, quote, and amplify expert-authored content.
Use Internal Linking Strategically
Think of internal linking as your site’s nervous system. It helps both humans and LLMs understand what’s important, how topics relate, and where to go next.
But internal linking isn’t just about SEO hygiene anymore — it’s also a way to establish topic authority and help LLMs build a map of your expertise.
Do:
Cluster related articles together (e.g., link from “LLM Optimization” to “Schema Markup for SEO”)
Use descriptive anchor text like “read our full guide to Schema markup,” not just “click here”
Ensure every piece of content supports a broader narrative
The role of llms.txt. Giving AI search all the right signals
Now let’s talk about one of the most recent developments in LLM visibility; a little file called llms.txt.
Think of it as a sibling to robots.txt, but instead of guiding search engines, it tells AI tools how they’re allowed to interact with your content. Note: llms.txt is still an evolving standard, and support across AI tools may vary, but it’s a smart step toward asserting control
With llms.txt, you can:
Define how your content may be reused or summarized
Set clear expectations around attribution, licensing
It’s not just about protection, it’s about being proactive as AI usage accelerates.
Search used to be about visibility within SERPs. But now, it’s also about being seen in summaries, answers, snippets, and chats. LLMs aren’t just shaping the future of search; they’re shaping how your brand is perceived to both humans and robots alike.
To stand out:
Write with clarity and context
Structure for humans and machines
Cite your expertise and show your authors
Use tools like Yoast and llms.txt to signal your intent
Future-proof your visibility with Yoast SEO. From llms.txt integration to schema support, Yoast gives you all the tools you need to speak AI’s language and dominate both generative answers and search engines. Get started with Yoast SEO Premium nowand make it easy for AI to say something accurate, useful, and… ideally, about you.
After several weeks of testing, Google is rolling out the Preferred Sources feature in the US and India. This feature lets searchers specify which sites they want to see in the Top Stories section of Google Search.
Google announced this feature is now graduating Search Labs beta, specifically in the US and India. Google added that it “is designed to give people more control over their Search experience, by enabling them to select the sites they want to see more of in Top Stories, whether that is a favorite blog and their local news outlet.”
How it works. This is currently only available in English in the U.S. and India.
Then you click the starred icon to the right of the Top Stories header in the search results. After you click the star icon, you will have the option to select your preferred sources, that is if a site is publishing fresh content.
Google will then start to show you more of the latest updates from your selected sites in Top Stories “when they have new articles or posts that are relevant to your search,” Google added
Google added. Google added that “people really value being able to select a range of sources — with over half of users choosing four or more.”
Labs users. If you’ve previously signed up in Labs, your selections will automatically apply and you’ll continue to see more of those sites within Top Stories. You can always change those selections at any time.
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If you’re not paying attention to search trends, you’re already falling behind. And in 2025, falling behind means losing visibility, traffic, and revenue, often to the tune of thousands (or millions) of dollars.
Some marketing pros and SEOs still haven’t learned this lesson. Maybe they don’t have the budget to invest in video, or a specific algorithm update doesn’t move the needle enough to get their attention.
And there are still CMOs who think AI doesn’t pose a big risk to their strategies, and other C-suite members continue to ignore the sunk cost fallacy.
Trends matter, though. Staying ahead of the curve matters. And right now, that curve is moving fast. Miss one core update or shift in user behavior, and you’re already behind. A single minute’s hesitation could set you back months.
The SEOs who are proactive, not responsive, are the ones winning big.
Take AI Overviews and Search Everywhere Optimization, for example. These trends have taken off and will continue to define the future of search. Let’s look at these and other big trends dominating search.
Key Takeaways
AI search has spread beyond Google. ChatGPT, TikTok, and YouTube are now regular search platforms for users.
44 percent of sites have seen flat or declining traffic since AIOs launched.
Zero-click will make featured snippets, AI Overviews, brand mentions, and conversational content key.
Brand mentions have serious SEO value. As much as 78 percent of marketers consider them a key visibility factor in 2025.
Winning in search now means adopting a Search Everywhere Optimization strategy that spans AI tools, video, social, and traditional search engines.
We talked to two groups to better understand how AI and other trends impacted how people used search; in one survey, we spoke to 1,000 American adults with general questions. In addition, we reached out to 600 American full-time professionals who worked in marketing, market research, sales, and advertising.
AI Overviews Take Center Stage After Some Growing Pains
Google’s AI Overviews (AIOs) had a rocky start, but they’re not going anywhere.
After rolling out globally in May 2024, AIOs quickly took a spot in all kinds of search results, but not without hiccups; in our survey of general adults, users got answers faster, but they weren’t always better. Almost 25 percent of users reported major errors. Over 50 percent said their biggest issue was just flat-out inaccuracy, to the point of danger.
That said, most users (almost 75 percent) haven’t noticed major problems. And despite some early skepticism, AIOs are already shaping how people consume content in search, with some fears that web traffic will fall off as the search giant continues its efforts to keep users on the SERP instead of clicking through.
From a traffic perspective, our survey showed 44 percent of marketers reported decreased web traffic since AIOs launched. With that said, 48 percent saw a revenue boost from ads and affiliate links. It’s a strong signal that AIOs are about more than visibility changes; they are changing the rules of the game.
So, how do you get your content to show up in AIOs? The structure matters. No matter what you (or your content team) are writing, start by focusing on:
Clear, concise answers high on the page
Use of headings to mirror search queries
Schema markup that clarifies context
High E-E-A-T (experience, expertise, authoritativeness, and trustworthiness) signals
A conversational tone (yes, even in technical content)
And don’t forget freshness. AIOs pull recent, relevant content first.
Showing up in AI Overviews is more than just bragging rights. It’s taking up a valuable position in the new top-of-SERP real estate. Ignoring AI SEO and failing to optimize for it just gives visibility away.
How Marketers Can Work Around Zero-Click Search
AI Overviews are part of the growing wave of zero-click searches. In a zero-click world, users get their answers directly on the SERP; no further reading necessary. Featured snippets, local packs, people-also-ask boxes, and AIOs have all made organic traffic harder to win.
But that doesn’t mean you’re out of options.
Marketers are adaptable, and this development is no exception. Forty-three percent of marketers have changed their content strategies to respond to this shift.
Their focus now? Clear, scannable content that answers questions upfront. Structured data, brand mentions, and conversational formats are more important than ever.
The goal isn’t just to rank. It’s to show up in the spots users see first.
AI Mode flips the switch on how Google displays search results. Instead of the classic link list, users now see AI-generated summaries by default, especially for complex or open-ended queries.
According to Google, the goal is to “make search smarter and more helpful with generative AI.” Their idea is to offer a faster path to answers, context, and decision-making.
The reaction? Cautiously optimistic.
Our survey shows over 57 percent of marketers already knew about AI Mode’s debut. Of those, 74 percent believed it could improve the overall search experience, with nearly a third expecting “notable” usability improvements.
But user experience isn’t the only concern. It’s a signal to marketers, too. AI Mode will likely increase zero-click results and shift keyword targeting strategies. That will push creators to optimize for summaries, not just snippets.
According to Nikki Brandemarte, Sr. SEO Strategist at NP Digital, one of the best ways to optimize for AI Mode is to focus on tactics we’ve known work for a while, but even more.
Lock in on featured schema, prioritize context-rich introductions, and use conversational formatting. Freshness and clarity win the day, too, so regularly revisit your content and adjust it. Or write something new and authoritative. That’s especially important, since AI Mode can now source information published within the last 24 hours.
Brandemarte explains: “[AI Mode] is designed for users to ask more complex, multi-part questions that go beyond basic information provided by traditional AI overviews. These more comprehensive, better-structured answers expand on AIOs and overlap.”
The bar is higher. But if your content is clear, helpful, and well-structured, AI Mode can amplify your visibility (not erase it).
AI Search Is Spreading as a Concept
AI-powered search didn’t stop with Google, and it’s not going to, either. We’re now in a landscape where search is becoming a feature as opposed to a destination.
AI search is everywhere: ChatGPT, Microsoft Copilot, and even AI-driven tools built into apps you open every day, like Reddit, TikTok, or YouTube. Thirty percent of our surveyed general online users now turn to ChatGPT or SearchGPT at least 10 times a week.
On the marketer side, 74 percent actively watch ChatGPT, and 41 percent track Microsoft Copilot.
That shift is actively reshaping user behavior. AI summaries are now the first impression. Thirty-one percent of users trust AI summaries more than traditional search results.
Regardless of your thoughts on AI search’s efficacy and accuracy, it’s a trend you can’t ignore.
How to Minimize Risk and Stay Visible
If your brand isn’t visible across multiple ecosystems, you’ll be left behind. That’s the ethos behind Search Everywhere Marketing, and we take it very seriously.
Right now, only 51 percent of our surveyed marketers are actively tracking their brand visibility in AI search platforms. This is despite the fact that out of our surveyed marketers, brand visibility tracking was seen as the most popular way it would impact search strategy in the next year (45 percent). That means that there’s a shift many marketers know is coming, but aren’t prepared for.
What can you do if you’re in that group? Well, here’s how to catch up:
Monitor traffic shifts with Google Analytics and Search Console (GSC). They’re still your first red flags.
Set up trend logging to detect drops or spikes in branded queries.
Use social listening tools to track brand mentions in places like AI Overviews and conversational search results.
Build brand mentions through PR and content syndication. More than three-fourths of our surveyed marketers say brand mentions are vital for SEO, so this is no longer optional.
Lean into conversational content. Google and AI platforms favor content that answers naturally phrased questions.
The bottom line is that visibility isn’t about blue links alone anymore. Your content has to be everywhere that people ask questions, even if they never click.
Marketers Need to Find Ways to Start AI Visibility Tracking
If AI-driven search is the future, visibility tracking is how you future-proof your content.
Right now, most AI platforms don’t offer direct analytics. You won’t find a neat report in Google Search Console labeled “AIO Clicks.” Even though people have asked (repeatedly).
That’s a problem. As AI summaries and chat-based search tools like ChatGPT take up more screen space, marketers are beholden to something like a vibes-based approach.
As we noted above, only 51 percent of marketers track brand visibility in AI search. The rest are either exploring tools (38 percent) or not tracking at all. That’s a big visibility gap, but it’s also where you can find a competitive advantage:
Until native tools catch up, marketers have a blend of tactics. You can try to monitor traffic shifts in GA and GSC for early signals and use social listening platforms to track branded mentions and snippets.
Savvy users of platforms like Semrush can use it to help track AIO appearances, too. For priority keywords, log trends manually if necessary (even via screenshots).
AI visibility isn’t going away. Don’t neglect it.
Along with existing SEO tools and program suites, there are other products that are designed to meet the specific needs of the AI space. Profound is an AI search optimization tool designed to track important AI-related performance metrics like AI search such as sentiment, citation frequency, and AI share of voice.
Finally, monitor referral traffic from LLMs like ChatGPT or Perplexity. Currently, 24 percent of marketers have seen consistent traffic from those sources.
Google vs. LLM Referral Traffic: What’s Coming Out on Top?
For the first time in decades, Google isn’t the only game in town for search-driven traffic.
LLMs like ChatGPT, Perplexity, and Claude have started to chip away at Google’s dominance. Given that nearly a third of users say they use ChatGPT or SearchGPT per week, and how many marketers see consistent referral traffic, the shift is subtle, but it’s happening: It’s not just curiosity. It’s a behavior change.
Ready for something even more telling? As much as 34 percent of marketers believe AI tools will account for 25 to 50 percent of search activity within the next year. Some think the number could go even higher.
Keeping your brand discoverable as LLMs grow is absolutely vital, but it’s not as complex as you’d think.
We’ve touched on many of the tactics already: Focus on meeting conversational queries with clear, fact-rich content. Monitor your referral traffic from known LLM browsers and tools.
Most importantly, diversify your strategy. Think beyond “ranking” and more about being referenced.
Short-Form and Conversational Content Are at a Premium
In a world of AI summaries and zero-click search results, brevity is everything.
Short-form, conversational content is easier for AI models to parse, summarize, and cite. If your post or article buries the answer in paragraph five, you probably won’t be featured in AI Overviews (or any other generative snippets).
Tactics like including FAQs, key takeaways, and “too long, didn’t read (TL;DR)” sections are almost mandatory. AI tools seek out and prioritize structured, scannable, and intent-matching text blocks.
Nearly 42 percent of marketers already optimize new content for conversational queries, and 58 percent are refreshing their existing content to meet these new standards.
But keep one thing in mind: This isn’t about “dumbing things down.” Instead, it focuses on getting to the point—fast—and in a way that mimics how users ask questions out loud.
What can you do to help? Use headers that sound like real questions. Keep your answers clear and focused. When possible, use schema markup to reinforce the content’s structure.
Our TL;DR? Keep it short, smart, and skimmable if you want to be quoted.
Our Key Takeaways from a recent blog demonstrate a TL;DR approach to sharing information.
Tailoring Your Content to Fit Preferred Platforms
Ranking alone isn’t enough. Your content also needs to fit where your audience is searching.
Depending on your brand and audience, that might look like long-form blog posts to show up in Google, or it could mean creating vertical videos for TikTok. Other solutions could include product explainers on YouTube or visuals to engage Instagram users.
Younger audiences have already begun to shift search behavior. Platforms like TikTok, YouTube, and Instagram are their go-to sources for product discovery, how-tos, and health information. Sixty-seven percent of Gen Z users prioritize Instagram for search, while 62 percent focus on TikTok. As a result, over 63 percent of marketers have already started to optimize or test content for these channels.
How can you keep up?
Start by adapting your message to the format. Use generative engine optimization (GEO) for AI search, vertical video for TikTok and Reels, and snackable visuals for platforms like Pinterest and Instagram.
An overarching strategy that uses different platforms to meet the same goal: Meet your users where they are and speak their language.
Backlinks vs. Brand Mentions: Where Should Marketers Focus?
Backlinks have long been a pillar of SEO and still matter a lot. But the AI-driven, zero-click environment emphasizes and incentivizes brand mentions, too. What’s the difference between them?
Backlinks are clickable URLs that pass SEO equity.
Brand mentions are unlinked references to your company or product. Think name-drops in articles, podcasts, and social posts.
Google has hinted for years that brand mentions influence trust and authority. With AI platforms pulling in content and citations differently, those mentions are more valuable than ever.
Seventy-eight percent of marketers in our survey say brand mentions are at least “moderately important” for visibility. Thirty-two percent call them “extremely important” signals.
They’re so important that over 65 percent of marketers are already prioritizing mention-building with PR, guest posts, social campaigns, and influencer outreach.
So, which one should you focus on more? Mentions or links?
Both still matter, but the emphasis or split depends on your niche. E-commerce brands, for example, often see big returns from unlinked mentions in product roundups or reviews. B2B brands may still rely more heavily on authoritative backlinks.
The balance lies in knowing which one to prioritize and when.
Search Engine Optimization Evolves to Search Everywhere Optimization
Let’s be real. Google isn’t the only place your audience is searching anymore. That means traditional SEO—a Google-focused effort—isn’t enough. As we’ve touched on above, what you need now is Search Everywhere Optimization.
The concept is simple, and it’s something many marketers have done for years, if not as a focus: Instead of optimizing for Google’s algorithm alone, make sure your content is discoverable wherever your audience hangs out online.
According to our survey, more than 60 percent of users regularly search on at least one non-Google platform (ChatGPT, Reddit, TikTok).
Meanwhile, 55 percent of marketers say they’re investing in alternative traffic channels like paid social, email, or native ads to counterbalance any potential losses thanks to AI search.
What does this look like in practice?
Publishing educational content on YouTube and optimizing Shorts
Creating bite-sized, searchable videos for TikTok and Instagram Reels
Building credibility with appearances on podcasts and community platforms like Reddit
Getting cited in AI tools like ChatGPT
Using email and push notifications to bring users back to you
Remember, we’re not abandoning SEO. We’re expanding our strategy.
Conclusion
AI has turned the world of search completely upside down, and there are still a lot of variables to account for. But that doesn’t mean you can’t proactively start taking steps to position your brand for success.
Last year, we mentioned that content volume isn’t as important as content quality. That’s still true. Keep a regular cadence but focus on shorter, quality content that AI Overviews can pull from.
As more brands rely on AI to help produce content at scale, you can prioritize building your brand with consistent messaging across all channels; that’s Search Everywhere in motion. If you’re not confident about leveraging these strategies or trends, why not partner with someone who can? Contact the NP Digital team today for a consultation.
http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png00http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-08-12 14:00:002025-08-12 14:00:002025 Organic Search Engine Trends: How Search is Evolving for AI and LLMs
Excited to launch your website, but how to drive traffic to your website? A beautifully designed site without visitors is like a shop with no customers — that’s why traffic matters. Wondering how to get visitors to your site? You’re in the right place. In this post, we’ll walk you through simple yet practical tips on how to drive traffic to a website and attract your first visitors, and even better, keep them coming back.
By the end of this guide, you’ll have a clear roadmap for improving your website’s visibility.
Why is driving traffic to your website important?
Well, you want people to discover your website and not just keep it to yourself within the design drafts; therefore, driving traffic is important.
Website traffic is the number of website visitors over a set time. It’s not just a vanity metric—it represents potential customers, greater visibility, and stronger brand awareness. If you’re just getting started, boosting your search visibility can feel overwhelming. However, by following these simple and practical tips, you’ll start to see your traffic grow exponentially.
Top 5 practical tips to boost website traffic
Here are the top 5 tips that will help you drive traffic to your website:
Understand your target audience
Before you dive into posting content on your website’s landing pages, it’s crucial to take a step back and ask yourself: Who am I trying to reach? Defining your target audience is the very first step if you’re serious about learning how to drive traffic to your website.
Creating content that resonates and drives engagement becomes much easier when you know your audience — their interests, challenges, and goals. Without audience clarity, even your best-written content might be a mismatch, targeting everyone but reaching no one.
What time of day does your audience visit your website
Which age groups are engaging with your content
Where your visitors are located
And much more!
Feeling lost when looking at analytics data? Don’t worry — you can check out this guide on Google Segments to help bring clarity to your dashboard.
Focus on SEO basics
Getting the SEO basics right is the easiest way to boost organic traffic to your website. It also makes it easier for search engines to understand the content on your website and index pages to make them accessible to searchers.
Here are some beginner-friendly SEO techniques for website traffic:
Add keywords naturally
Keywords play an essential role in boosting the searchability of your website. Think of keywords as phrases used by search engines like Google to match your content with what people are searching for. Do keyword research so your content matches what people are searching for. Once you’ve identified the relevant search phrases, sprinkle them contextually in important spots like headings, content, and alt texts.
Here’s a video for you:
Write clear and structured headings
It’s not just about writing content to incorporate keywords; presentation matters too if you want the readers to stay on your website. Therefore, it’s important to write content that is pleasant to the eyes and readable.
Organize your content with H1, H2, and H3 tags. Clear headings make your blog posts and landing pages easy to scan, improve readability, and help improve visibility on Google.
Add meta descriptions
Meta descriptions appear under your page title in search results. Although they don’t directly boost rankings, they encourage clicks, helping increase website visitors. Make them short, relevant, and inviting.
Use descriptive alt text for images
Alt text helps search engines “read” your images and makes your website more accessible. In fact, according to EU stats, a large portion of users with disabilities depend on well-structured web content to browse effectively.
Invest in seo tools to make it easier
Managing all these tasks can feel overwhelming at first. That’s why using beginner-friendly SEO tools can make a big difference. For example, the Yoast SEO plugin offers real-time suggestions for keyword usage, readability improvements, meta descriptions, and technical SEO essentials like XML sitemaps—all inside your WordPress dashboard. Some features, such as advanced keyword optimization and certain integrations, are available in Yoast SEO Premium.
Plus, with Yoast’s built-in integration with Semrush, you can access high-performing keywords with just a few clicks, and that too without even leaving your editor.
Also, with Yoast’s newly launched Site Kit by Google insights integration, you can take your SEO management to the next level. Instead of switching between different tools to check your site’s analytics and search data, you’ll see key insights—like organic traffic, impressions, clicks, and bounce rates—directly in your Yoast Dashboard.
A smarter analysis in Yoast SEO Premium
Yoast SEO Premium has a smart content analysis that helps you take your content to the next level!
AI-driven search is transforming how people discover information. Search results are no longer just a list of blue links—they’re increasingly delivered as direct, conversational answers through platforms like ChatGPT, Perplexity, and Claude. If your brand isn’t showing up in the answers your customers see, you’re missing a significant visibility opportunity.
Studies show consumers rely on AI-generated responses for nearly 40% of their searches.
To improve your chances of being featured in AI-generated answers, start with the basics: use relevant keywords, write clear and concise copy for your webpages, maintain a well-structured hierarchy with proper headings, and craft descriptive meta titles and descriptions.
With just one click, Yoast SEO generates an llms.txt file that enables AI bots to scan specific parts of your website in real-time, ensuring they accurately present your brand when answering user queries.
Create quality content that provides value
Content is king — but only if it’s high quality. Once you have identified your target audience and completed your keyword research, it’s time to start publishing content on your website. Remember, you’re not just publishing keywords — we share that you’re creating content that solves problems and answers real questions. Valuable content builds trust, boosts engagement, and naturally increases website visitors.
Need help checking your content’s quality? Try Yoast’s Real-time Content Analysis editor to assess readability and SEO performance as you type, on the go!
Leverage social media to share and increase the reach
63.9% of the world’s population uses social media, which is a huge number waiting to be tapped. Social media platforms are powerful and free tools that help you drive traffic to your website. Posting regularly on your social media helps boost brand exposure and serves as a traffic channel for your website.
But here’s the key — don’t just drop links and disappear. Add a personal touch: explain why your post is valuable, start a conversation, or ask a question. You can even repurpose your blog posts into bite-sized social media content to reach more people and channel your followers back to your website.
With its social previews feature, the Yoast SEO plugin takes your social sharing game up a notch. Instead of guessing how your post will look when shared, you can see an exact visual preview for Facebook and Twitter right inside your editor.
This means you can fine-tune your title, description, and image before hitting publish, ensuring your post looks click-worthy and on-brand wherever it’s shared.
Keep your site fast & mobile-friendly
Website speed and mobile-friendliness are crucial factors in attracting traffic and retaining it. If your website is slow or hard to use on mobile, visitors will leave before reading a word..
Page speed impacts user experience and SEO, and search engines like Google prioritize fast-loading websites. If your website is slow, it may experience higher bounce rates, because users want instant access to information.
The five core strategies above will set you on the right path—but why stop there? If you’re ready to go the extra mile in learning how to drive traffic to your website, try these bonus tactics:
Build an email list
Offering a valuable freebie (ebook, checklist, or discount) in exchange for emails remains one of the best strategies to drive traffic to a website. Once subscribers opt in, send them helpful newsletters that solve real problems rather than just promotions. Over time, this nurtures trust and encourages repeat visits.
Off-page SEO for link building
Off-page SEO—earning links from other reputable sites—signals authority to Google and helps you grow your search visibility. Guest posting on industry blogs, forming partnerships for co-authored articles, and outreach for natural backlinks are proven ways to drive quality traffic to your website.
Active participation in Facebook groups, LinkedIn communities, Reddit threads, and Quora spaces related to your niche gives you direct access to potential visitors. First, add genuine value—answer questions, share insights—then naturally reference your blog posts when relevant. This free method to grow website traffic fosters credibility while driving organic clicks.
Local SEO
If you own a business with a physical address, local SEO is your savior.
Local SEO refers to the practice of optimizing your website to attract people searching the “nearby…” keyphrases. It is a technique that helps you get searchable both online and offline.
Here are some basic local SEO practices that you can follow:
Claim and optimize your Google Business Profile:
Include location-specific keywords, such as “family dentist Chicago,” in your page titles, headings, and meta descriptions.
Earn citations in local directories such as Yelp, Yellow Pages, etc.
Encourage customer reviews.
If you want to rank your website locally and on Google Maps, do check out Yoast Local SEO plugin for WordPress.
Ready to drive traffic to your website?
Driving traffic to your website is not about quick wins—it’s a marathon. With consistent efforts and offering value to your audience, you will see long-term benefits, and your website will top the SERPs.
Keep refining your on-page SEO and publishing content that truly resonates with your audience. By applying the tips mentioned in this guide, your website’s visibility will gradually boost.
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Search is changing. The industry as we know it will radically alter in almost all aspects as we enter the “generative economy.”
By 2034, the generative AI market is expected to be worth roughly $1 trillion.
This article outlines how SEO professionals can own the generative economy and why they must embrace the change that is coming.
No, it’s not ‘just’ SEO
While there are many cross-over skills, GEO isn’t just SEO.
SEO works on the premise that ranking on page one for keyword variations that are typed into search engines by potential customers.
It matters because, for the last decade, the best place to hide a body has been on Google’s Page 2.
Humans don’t scroll past Page 1, because it is highly inefficient to do so.
LLMs and AI-powered search platforms don’t have this problem.
They can visit hundreds of websites in seconds for a variety of search terms and use their internal data.
Ranking does not matter in this world.
You can be on Page 5 of a web search and still get found and chosen by the LLMs.
Search engines organize the world’s information, and they do this exceptionally well.
Humans, however, are terrible at searching.
And this is among the largest differences between SEO and GEO.
Humans are being replaced in this process.
In SEO, businesses have been taught to target keywords that drive the largest potential commercial match.
But that doesn’t equal the best customers.
This is because keywords have represented the only way for humans to find what they want online, which means broad keywords drive the largest commercial terms.
And the long tail tended only to be a few words long for much the same reason.
Businesses only went after lucrative terms to win the most commercial traffic.
Or if deemed “too difficult,” SEO was turned into a blog channel, targeting non-commercial terms.
AI-powered search changes this.
It is easier than ever for consumers to find the products or services that best match their needs.
Ranking on Page 1 is no longer the goal. So what is?
How to win the generative game
AI search is vastly better than human search, so it will likely become the dominant form of search online.
Organic search will not disappear completely. It does a perfect job of surfacing businesses through direct or navigational search.
However, for situations where a chosen product or business is not known, AI-powered search will be able to find the best match – and fast.
It’s easy to see why this is so valuable for businesses.
A business can find the consumers it seeks to serve more easily.
A business will convert customers faster.
A business will be able to identify and indeed expand into new markets where customers are currently being either ignored or poorly serviced by existing providers.
Often, these customers have been ignored because a brand’s profit margins are insufficient in these sectors.
AI-powered search changes this.
It will allow more businesses to activate organic search as a driver of revenue.
This is because GEO has a different value proposition.
How GEO works – and why SEOs are best placed to help
Generative engine optimization is all about understanding the information AI search platforms need and supplying this information.
And what they need is “mutual information.”
Machines hate ambiguity.
GEO is about supplying enough information about a brand’s positioning so that, when someone uses an LLM to find a solution to a problem the business solves, the likelihood of that LLM referencing the business increases.
Say you need an employment solicitor offering free online consultations.
Traditional SEO targets a keyword like “free online advice for employee rights.”
An LLM instead:
Breaks down your request.
Searches across multiple queries.
Weighs everything from case studies to testimonials before recommending a firm.
However, most businesses are considerably underoptimized for LLMs.
In our example, you might offer a free consultation on employment law.
Other elements, such as not explicitly stating that you service the whole of the UK or that you specialize in sexual discrimination and have case studies on your site detailing your wins, might exclude you from being returned in a generative result that matters.
You must supply the “machines” with enough information to increase the likelihood that they are “certain” you are a good solution for their user’s query.
You must satisfy the machines. AI is the gatekeeper now.
If this sounds just like good SEO, yes, you’re right, it does.
The difference here is that you’re not chasing keywords.
You’re optimizing for online presence in terms of the business’s positioning.
This means that the business needs to have a position in the first place.
Many businesses have been built around organic or paid search keywords.
SEO and or paid search has allowed them to win big.
AI-powered search changes the game considerably, and as it grows in usage, brands that previously did well in organic and paid search will naturally see a reduction in leads and sales.
And SEOs are the single most experienced people to help brands traverse this new search world.
https://i0.wp.com/dubadosolutions.com/wp-content/uploads/2025/08/From-SEO-to-GEO-1I3gvw.webp?fit=1536%2C1024&ssl=110241536http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-08-12 13:00:002025-08-12 13:00:00The $1 trillion generative economy that smart SEOs will own
It looks like science, sounds legitimate, and can trick even seasoned marketers into believing they’ve found something real.
Daniel Kahneman once said people would rather use a map of the Pyrenees while lost in the Alps than have no map at all.
In SEO, we take it further: we use a map of the Pyrenees, call it the Alps, and then confidently teach others our “navigation techniques.”
Worse still, most of us rarely question the authorities presenting these maps.
As Albert Einstein said, “Blind obedience to authority is the greatest enemy of the truth.”
It’s time to stop chasing mirages and start demanding better maps.
This article shows:
How unscientific SEO research misleads us.
Why we keep falling for it.
What we can do to change that.
Spoiler: I’ll also share a prompt I created to quickly spot pseudoscientific SEO studies – so you can avoid bad decisions and wasted time.
The problems with unscientific SEO research
Real research should map the terrain and either validate or falsify your techniques.
It should show:
Which routes lead to the summit and which end in deadly falls.
What gear will actually hold under pressure.
Where the solid handholds are – versus the loose rock that crumbles when you need it most.
Bad research sabotages all of that. Instead of standing on solid ground, you’re balancing on a shaky foundation.
Take one common example: “We GEO’d our clients to X% more traffic from ChatGPT.”
These studies often skip a critical factor – ChatGPT’s own natural growth.
Between September 2024 and July 2025, chatgpt.com’s traffic jumped from roughly 3 billion visits to 5.5 billion – an 83% increase.
That growth alone could explain the numbers.
Yet these findings are repackaged into sensational headlines that flood social media, boosted by authoritative accounts with massive followings.
Most of these studies fail the basics.
They lack replicability and can’t be generalized.
Yet they are presented as if they are the definitive map for navigating the foggy AI mountain we’re climbing.
Let’s look at some examples of dubious SEO research.
AI Overview overlap studies
AI Overview overlap studies try to explain how much influence traditional SEO rankings have on appearing inside AI Overviews – often considered the new peak in organic search.
Since its original inception as Search Generative Experience (SGE), dozens of these overlap studies have emerged.
I’ve read through all of them – so you don’t have to – and pulled together my own non-scientific meta study.
My meta study: AI Overviews vs. search overlap
I went back to early 2024, reviewed every study I could find, and narrowed them down to 11 that met three basic criteria:
Comparison of URLs, not domains.
Measure the overlap of the organic Top 10 with the AI Overviews URLs.
Based on all URLs in the Top 10, not just 1.
The end result (sorted by overlap in %):
Overlap ranged from 5-77%
Average: 45.84%
Median: 46.40%
These huge discrepancies come down to a few factors:
Different numbers of keywords.
Different keyword sets in general.
Different time frames.
Likely different keyword types.
In summary:
Most studies focused on the U.S. market.
Only one provided a dataset for potential peer review.
Just two included more than 100,000 keywords.
And none explained in detail how the keywords were chosen.
There are only two noteworthy patterns across the studies:
Over time, inclusion in the organic Top 10 seems to make it more likely to rank in AI Overviews.
In other words, Google now seems to rely more heavily on Top 10 results for AI Overview content than it did in the early days.
If we exclude these studies (marked in the graph above) that didn’t disclose the number of keywords, we get this graph:
Ranking in the Top 10 correlates with being more likely to also rank in an AI Overviews.
That’s it. But even then, there are several reasons why these studies are generally flawed.
None of the studies uses a keyword set big enough: The results cannot be generalized, like mapping one cliff face and claiming it applies to the entire mountain range.
It’s not always clear what was measured: Some reports are promoted with obscure marketing material, and you wouldn’t understand them without the additional context – like a gear review that never mentions what type of rock it was tested on.
Too much focus on averages – and averages are dangerous: For one keyword type or niche, the overlap might be low. For others, it might be high. The average is in the middle. It’s like a bridge built for average traffic – handles normal loads fine, but collapses when the heavy trucks come.
Ignore query fan-out in the analysis: These studies give directions for where to go – too bad they’re driving a car while we’re in a boat. All major AI chatbots use query fan-out, yet none of the studies accounted for it.
This isn’t new knowledge. Google filed a patent for generative engine summaries in March 2023, stating that they also use search result documents (SRDs) that are:
Related-query-responsive.
Recent-query-responsive.
Implied-query-responsive.
Google may not have marketed this until May 2025, but it’s been in plain sight for over two years.
The real overlap of AI Overviews with Google Search depends on the overlap of all queries used, including synthetic queries.
If you can’t measure that, at least mention it as part of your limitations going forward.
Here are three more examples of recent SEO research that I find questionable.
Marketed as “wow, only 8-12% overlap between ChatGPT and Google Search Top 10 results,” this claim is actually based on just two queries repeated a few hundred times.
I seriously doubt the data provider considered this high-quality research.
Yet, despite its flaws, it’s been widely shared by creators.
A survey with only 1,000 people participating, 200 of them being marketers and small business owners – all of them using ChatGPT.
Yet, they promote the survey, stating that “77% of people in the U.S. use ChatGPT as a search engine.”
Why do we fall victim to these traps?
Not all SEO research is unscientific for the same reasons. I see four main causes.
Ignorance
Ignorance is like darkness.
At nighttime, it’s natural to have an impoverished sight.
It means “I don’t know better (yet).”
You are currently missing the capability and knowledge to conduct scientific research. It’s more or less neutral.
Stupidity
This is when you are literally incapable, therefore also neutral. You just can’t.
Few people are intellectually capable of working in a position to conduct research and then fail to do so.
Amathia (voluntary stupidity)
Worse than both is when the lights are on and you still decide not to see. Then you don’t lack knowledge, but deny it.
This is described as “Amathia” in Greek. You could know better, but actively seek out not to.
While all forms are dangerous, Amathia is the most dangerous.
Amathia resists correction, insists it is good, and actively misleads others.
Biases, emotions, hidden agendas, and incentives
You want to be right and can’t see clearly, or openly try to deceive others.
You don’t have to lie to not tell the truth. You can deceive yourself just as well as you can deceive others.
The best way to convince others of something is if you actually believe it yourself. We are masters at self-deception.
Few promote products/services they don’t believe in themselves.
You just don’t realize the tricks a paycheck plays on your perception of reality.
Reasons why we fall for bad research in SEO
We have the ability to open our minds more than ever before.
Yet, we decide to shrink ourselves down.
This is encouraged in part because of smartphones and social media, both induced by big tech companies, which are also responsible for the greatest theft of mankind (you could call it Grand Theft AI or GTAI).
“The thought process that went into building these applications, Facebook being the first of them, … was all about: ‘How do we consume as much of your time and conscious attention as possible?’ And that means that we need to sort of give you a little dopamine hit every once in a while. […] It’s a social-validation feedback loop … exactly the kind of thing that a hacker like myself would come up with, because you’re exploiting a vulnerability in human psychology.”
They don’t care what kind of engagement they get. Fake news that polarizes? Great, give it a boost.
Most people are stuck in this hamster wheel of being bombarded with crap all day.
The only missing piece? A middleman that amplifies. Those are content creators, publishers, news outlets, etc.
Now we have a loop.
Platforms where research providers publish questionable studies.
Amplifiers seeking engagement for personal gain.
Consumers overwhelmed by a flood of information are all flooded with data.
We are stuck in social media echo chambers.
We want simple answers, and we are mostly driven by our emotions.
A few other things that would improve most SEO research:
Peer reviews: Provide the dataset you used and let others verify your findings. That automatically increases the believability of your work.
Observable behavior: Focus less on what is said and more on what you can see. What people say is almost never what they truly feel, believe, or do.
Continuous observation: Search quality and AI vs. search overlap are constantly changing, so they should also be observed and studied continuously.
Rock-solid study design: Read a good book on how to do scientific research. (Consider the classic, “The Craft of Research.”) Implement aspects like having test and control groups, randomization, acknowledging limitations, etc.
I know that we can do better.
Reporting more accurately on SEO research – and news in general
Controversial and questionable studies gain traction through attention and a lack of critical thinking.
Responsibility lies not just with the “researchers” but also with those who amplify their work.
What might help bring more balance to the conversation?
Avoid sensationalism: It’s likely that 80% of people only read the headline, so while it has to be click-attractive, it should avoid being click-baity.
Read yourself: Don’t be a parrot of what other people say. Be very careful with AI summaries. Remember:
Check the (primary) sources: Whether it’s an AI chatbot or someone else reporting on something, always check sources.
Have a critical stance: There is naive optimism and informed skepticism. Always ask yourself, “Does this make sense?”
Value truth over being first. That’s journalism’s responsibility.
Avoid falling for bad SEO research
A curious mind is your best friend.
Socrates used to ask a lot of questions to expose gaps in people’s knowledge.
Using this method, you can uncover whether the researchers have solid evidence for their claims or if they are drawing conclusions that their data doesn’t actually support.
Here are some questions that are worth asking:
Who conducted the research?
Who are the people behind it?
What is their goal?
Are there any conflicts of interest?
What incentives could influence their judgment?
How solid is the methodology of the study?
What time frame was used for the study?
Did they have test and control groups and were they observing or surveying?
Under what criteria was the sample selected?
Are the results statistically significant?
How generalizable and replicable are the results?
Did they differentiate between geolocations?
How big was the sample size?
Do they talk about replicability and potential peer reviews?
In what way are they talking about limitations of their research?
It’s unlikely that you can ask too many questions and will end up drinking hemlock like Socrates.
Your research bulls*** detector
To leave you with something actionable, I built a prompt that you can use to assess research.
Copy the following prompt:
# Enhanced Research Evaluation Tool
You are a *critical research analyst. Your task is to evaluate a research article, study, experiment, or survey based on **methodological integrity, clarity, transparency, bias, reliability, and **temporal relevance*.
---
## Guiding Principles
- Always *flag missing or unclear information*.
- Use *explicit comments* for *anything ambiguous* that requires manual follow-up.
- Don't add emojis to headlines unless provided in the prompt.
- Apply *domain-aware scrutiny* to *timeliness. In rapidly evolving fields (e.g., AI, genomics, quantum computing), data, tools, or models older than **12–18 months* may already be outdated. In slower-moving disciplines (e.g., historical linguistics, geology), older data may still be valid.
- Use your own corpus knowledge to assess what counts as *outdated*, and if uncertain, flag the timeframe as needing expert verification.
- 📈 All scores use the same logic:
➤ *Higher = better*
➤ For bias and transparency, *higher = more transparent and reliable*
➤ For evidence and methodology, *higher = more rigorous and valid*
- *AI-specific guidance*:
- Use of *GPT-3.5 or earlier (e.g., GPT-3.5 Turbo, DaVinci-003)* after 2024 should be treated as *outdated unless explicitly justified*.
- Models such as *GPT-4o, Claude 4, Gemini 2.5* are considered current *as of mid 2025*.
- *Flag legacy model use* unless its relevance is argued convincingly.
---
## 1. Extract Key Claims and Evidence
| *Claim* | *Evidence Provided* | *Quote/Passage* | *Supported by Data?* | *Score (1–6)* | *Emoji* | *Comment* |
|----------|------------------------|--------------------|-------------------------|------------------|-----------|-------------|
| | | | Yes / No / Unclear | | 🟥🟧🟩 | Explain rationale. Flag ambiguous or unsupported claims. |
*Legend* (for Claims & Evidence Strength):
🟥 = Weak (1–2) 🟧 = Moderate (3–4) 🟩 = Strong (5–6) Unclear = Not Provided or Needs Review
📈 Higher score = better support and stronger evidence
---
## 2. Evaluate Research Design and Methodology
| *Criteria* | *Score (1–6)* | *Emoji* | *Comment / Flag* |
|--------------|------------------|-----------|---------------------|
| Clarity of hypothesis or thesis | | 🟥🟧🟩 | |
| Sample size adequacy | | 🟥🟧🟩 | |
| Sample selection transparency (e.g., age, location, randomization) | | 🟥🟧🟩 | |
| Presence of test/control groups (or clarity on observational methods) | | 🟥🟧🟩 | |
| *Time frame of the study (data collection window)* | ? / 1–6 | Unclear / 🟥🟧🟩 | If not disclosed, mark as Unclear. If disclosed, assess whether the data is still timely for the domain. |
| *Temporal Relevance* (Is the data or model still valid?) | ? / 1–6 | Unclear / 🟥🟧🟩 | Use domain-aware judgment. For example:
- AI/biotech = < 12 months preferred
- Clinical = within 3–5 years
- History/philosophy = lenient
- For AI, if models like *GPT-3.5 or earlier* are used without explanation, flag as outdated. |
| Data collection methods described | | 🟥🟧🟩 | |
| Statistical testing / significance explained | | 🟥🟧🟩 | |
| Acknowledgment of limitations | | 🟥🟧🟩 | |
| Provision of underlying data / replicability info | | 🟥🟧🟩 | |
| Framing and neutrality (no sensationalism or suggestive language) | | 🟥🟧🟩 | |
| Bias minimization (e.g., blinding, naturalistic observation) | | 🟥🟧🟩 | |
| Transparency about research team, funders, affiliations | | 🟥🟧🟩 | |
| Skepticism vs. naive optimism | | 🟥🟧🟩 | |
*Legend* (for Methodology):
🟥 = Poor (1–2) 🟧 = Moderate (3–4) 🟩 = Good (5–6) Unclear = Not Specified / Requires Manual Review
📈 Higher score = better design and methodological clarity
---
## 3. Bias Evaluation Tool
| *Bias Type* | *Score (1–6)* | *Emoji* | *Comment* |
|---------------|------------------|-----------|-------------|
| Political Bias or Framing | | 🟥🟧🟩 | |
| Economic/Corporate Incentives | | 🟥🟧🟩 | |
| Ideological/Advocacy Bias | | 🟥🟧🟩 | |
| Methodological Bias (design favors specific outcome) | | 🟥🟧🟩 | |
| Lack of Disclosure or Transparency | | 🟥🟧🟩 | |
*Legend* (for Bias):
🟥 = Low transparency (1–2) 🟧 = Moderate (3–4) 🟩 = High transparency (5–6)
📈 Higher score = less bias, more disclosure
---
## 4. Summary Box
### Scores
| *Category* | *Summary* |
|------------------------------|-------------|
| *Average Methodology Score* | X.X / 6 🟥🟧🟩 (higher = better) |
| *Average Bias Score* | X.X / 6 🟥🟧🟩 (higher = better transparency and neutrality) |
| *Judgment* | ✅ Trustworthy / ⚠ Needs Caution / ❌ Unreliable |
| *Comment* | e.g., “Study relies on outdated models (GPT-3.5),” “Time window not disclosed,” “Highly domain-specific assumptions” |
---
### 👍 Strengths
- ...
- ...
- ...
### 👎 Weaknesses
- ...
- ...
- ...
### 🚩 Flag / Warnings
- ...
- ...
- ...
Potential biases that are visible in the research.
A summary box with strengths, weaknesses, and potential flags/warnings.
This study scores high as it follows a robust scientific methodology. The researchers even provided their dataset. (I checked the link.)
Important notes:
An analysis like this doesn’t replace taking a look yourself or thinking critically about the information presented. What it can do, however, is to give you an indication if what you’re reading is inherently flawed.
If the researchers include some form of prompt injection that is supposed to manipulate an evaluation, you could get a wrong evaluation.
That said, working with a structured prompt like this will yield much better results than “summarize this study briefly.”
Want better, more honest SEO research? Look at the person in the mirror
SEO is not deterministic – it’s not predictable with a clear cause-and-effect relationship.
Most of what we do in SEO is probabilistic.
Uncertainty and randomness always play a part, even though we often don’t like to admit it.
As a result, SEO research can’t and doesn’t have to meet other disciplines’ standards.
But the uncomfortable truth is that our industry’s hunger for certainty has created a marketplace for false confidence.
We’ve built an ecosystem where suspect research gets rewarded with clicks and authority while rigorous honesty gets ignored, left alone in the dark.
The mountain we’re climbing isn’t getting any less foggy.
But we can choose whether to follow false maps or build better ones together.
Science isn’t always about having all the answers – it’s about asking better questions.
I like to say that changing someone else’s behavior and standards takes time.
In contrast, you can immediately change yours. Change begins with the person in the mirror.
Whether you conduct, report, or consume SEO research.
https://i0.wp.com/dubadosolutions.com/wp-content/uploads/2025/08/Meta-study-AI-Overviews-vs.-search-overlap-2sLAQL.webp?fit=1280%2C1600&ssl=116001280http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-08-12 12:00:002025-08-12 12:00:00Most SEO research doesn’t lie – but doesn’t tell the truth either
