After Amazon pulled its ads from Google Shopping on July 23, clicks became cheaper, and volumes rose, but the value of that traffic dropped. That’s according to a new study from Optmyzr, which analyzed 6,137 advertiser accounts.
By the numbers (all categories combined):
Clicks: +7.8%
CPC: -8.3%
Conversion Value: -5.5%
ROAS: -4.4%
Why we care. Less competition doesn’t automatically help advertisers, and more traffic doesn’t always mean better business. Amazon-trained shoppers still expected rock-bottom prices, fast shipping, and seamless buying. When competitors couldn’t deliver, conversion value fell.
Category winners and losers. Electronics was the clear winner. Retailers like Best Buy and Apple matched Amazon’s offer, driving +81% conversions and +7% ROAS. In other categories:
Home & Garden, Sporting Goods, Tools, Apparel: Fell into the volume trap – more clicks, but lower value and weaker ROAS.
Health & Beauty: Traffic converted, but at a lower per-sale value.
Apparel & Accessories: The largest category by volume, but saw a -9.5% drop in conversion value.
Between the lines. Amazon wasn’t just another bidder – it was shaping shopper expectations across categories. When Amazon left, those expectations didn’t reset, the study suggests.
Bottom line. For PPC advertisers, cheaper clicks aren’t a win if they don’t turn into profitable customers. Without Amazon-level pricing and convenience, many brands risk falling into the volume trap.
https://i0.wp.com/dubadosolutions.com/wp-content/uploads/2025/08/Screenshot-2025-08-19-at-13.36.28-Vcw75n.webp?fit=882%2C631&ssl=1631882http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-08-19 14:21:112025-08-19 14:21:11Clicks rose, ROAS fell when Amazon left Google Shopping
AI search is evolving fast, but early patterns are emerging.
In our B2B client work, we’ve seen specific types of content consistently surface in LLM-driven results.
These formats – when structured the right way – tend to get picked up, cited, and amplified by models like ChatGPT and Gemini.
This article breaks down five content types gaining notable AI search visibility, what makes them effective, and how to optimize them for LLM discovery:
Comparison pages.
Integration docs/open APIs.
Use case hubs.
Thought leadership on external platforms.
Product docs with schema.
1. Comparison pages
Our analysis shows that Gemini frequently surfaces “X vs. Y” content in AI Overviews and AI Mode – even when the query doesn’t ask explicitly for the comparison.
What to include
Publish /vs/ pages with pros, cons, pricing, use case match, and schema.
Do this for any competitors that bring in a decent volume of comparison queries, along with any comparisons that are easily related to your product or service.
2. Integration docs/open APIs
Our analysis has provided numerous instances of GPTs and Copilot citing SaaS APIs and dev docs in answers.
Example
A ChatGPT prompt for “setting up span metrics for backend services” cited a docs page from performance monitoring company Sentry in a list of best practices.
What to include
Maintain clear documentation + changelogs with versioning and schema.
LLMs pick up posts from company experts, including founders, SMEs, and established thought leaders, on outlets like Medium and Dev.to for strategy-based questions.
Example
What to include
Syndicate posts from a company founder, SME, or brand ambassador with a unique POV, then include a canonical link back to the business website.
5. Product docs with schema
Gemini AI Mode lifts from product docs if they’re structured with FAQs, How-to sections, and/or breadcrumb structured data.
Example
What to include
Add FAQPage, HowTo, breadcrumb structured data, and SoftwareApplication schema types to product docs.
3 overarching recommendations
You should never veer from the E-E-A-T principles that have long underpinned traditional SEO. Those same tenets will serve you well for LLM discovery, too.
Beyond them, however, there are a few LLM-specific steps to consider if your goal is to increase AI search visibility.
I’ll break down three key recommendations.
Optimize for multi-modal support
AI search systems are increasingly retrieving and synthesizing multimodal content (think: images, charts, tables, videos) to better answer user queries.
Flex your content across multiple media types to provide more useful, scannable, and engaging answers for users.
Specific recommendations:
Ensure images and videos remain crawlable for search and AI bots.
Serve images via clean HTML and avoid lazy-loading with JavaScript-only rendering, since LLM-based scrapers may not render JavaScript-heavy elements.
Images should use descriptive alt text that includes topic context.
Add captions to images and videos with an explanation right below or beside the visual.
Use <figure>, <table>, etc., with contextually correct markup to help parse tables, figures, and lists.
Avoid images of tables. Use HTML tables instead for a machine-readable format supporting tokenization and summarization.
Optimize for chunk-level retrieval
AI search engines don’t index or retrieve whole pages.
They break content into passages or “chunks” and retrieve the most relevant segments for synthesis.
Optimize each section like a standalone snippet.
Specific recommendations:
Don’t rely on needing the whole page for context. Each chunk should be independently understandable.
Keep passages semantically tight and self-contained.
Focus on one idea per section: keep each passage tightly focused on a single concept.
Use structured, accessible, and well-formatted HTML with clear subheadings (H2/H3) for every subtopic.
AI search engines synthesize multiple chunks from different sources into a coherent response.
Aim to make your content easy to extract and logically structured to fit into a multi-source answer.
Specific recommendations:
Summarize complex ideas clearly, then expand (A clearly structured “Summary” or “Key takeaways”).
Start answers with a direct, concise sentence.
Favor a factual, non-promotional tone.
Use structured data to help AI models better classify and extract structured answers.
Use natural language Q&A format.
Create B2B content that wins in AI search
An added benefit of these five content types is that they span multiple intent stages – helping you attract prospects and guide them through the funnel.
Just as important: make sure your AI search measurement systems are in place (we use Profound, GA, and qualitative research) so you can track impact over time.
And stay tuned to reports and industry updates to keep pace with new developments.
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You don’t need an SEO plugin to help your website rank in Google.
In fact, you can do more harm than good if you don’t know what you’re doing with them.
But:
They can make optimizing your website a whole lot easier if you do use them correctly.
We’re talking:
Faster page speeds
Better optimized content
Fewer technical SEO issues
All without touching any code.
So how do you choose which plugin to use? Can you use more than one?
And the big one — should you use Yoast or Rank Math?
You’ll get the answers to these burning questions below.
But first, here’s the tl;dr on the best SEO plugins for WordPress:
Best for
Pricing
Rank Math
Beginners looking for an all-in-one solution
Free version available; Pro plans start at $7.99/month, billed annually
Yoast SEO
Anyone in need of guided SEO setup and writing support
Free version available; Premium starts at $99/year
WP Rocket
Improving site speed and Core Web Vitals
$59/year for one site
The SEO Framework
Handling essentials with minimalist features
Free; paid versions for more sites from $7/month billed annually
Semrush SEO Writing Assistant
Writing better SEO content
Free; increased usage with a Semrush subscription
Note: We’ve stuck with plugins that can directly improve your SEO. You won’t see analytics plugins like Monster Insights or external keyword generators on this list. These are useful tools in their own right — but they’re not true SEO plugins.
1. Rank Math
Best all-in-one SEO plugin for new WordPress sites
Pricing: Free version available; Pro plans start at $7.99/month billed annually
Rank Math has pretty much everything you need in an SEO plugin. If you’re new to SEO, it’ll handle all the important stuff for you, including:
Content optimization
Image SEO
Internal and external linking
Local SEO
Schema markup
Sitemaps
Redirects
And way more.
It’s actually the go-to recommendation from our own Head of SEO, Leigh McKenzie:
“Rank Math is my no. 1 choice across the board. For any site starting from scratch, I’d always recommend Rank Math first.”
Let’s go through some of the features behind his recommendation:
Manage Metadata and Social Previews
Starting with the basics, Rank Math lets you manage your page’s SEO title, meta description, and how it appears on social media — right within the post editor:
It also lets you preview what the post will look like when you share it on Facebook and X/Twitter:
This gives you more control over how your content looks in SERPs and social feeds.
It’s a pretty rudimentary feature, and hardly one that separates it from the likes of Yoast below when taken in isolation.
But how your social content looks can have a big impact on the engagement your posts get — and how many people click through to read your content. So it’s a useful feature for those looking to share their content beyond their blog.
Get SEO Suggestions as You Write
Rank Math also gives you SEO guidance as you’re creating your content in the WordPress editor. Like having your own SEO assistant you can call on as you write.
It’ll highlight things like missing focus keywords in your meta description, intro, and throughout your content.
But honestly? I never use this feature.
So why am I calling it out here?
Because when you’re just starting out creating SEO content, it’s actually super helpful for keeping you on track.
Sure, once you’re familiar with the basics of content optimization, you’ll do all of this naturally. But as a beginner, this gentle guidance can help you learn faster (and create better optimized content in the process).
Plus, you can click “Fix with AI” to generate a suggestion and save time on the small changes.
It’s not going to be perfect. But for a one-click, two-second job?
I’ll happily use this, because it speeds up optimization.
Plus, you can tweak or regenerate the output anyway, so it’s useful as a starting point.
Broken Links and Redirects
Rank Math flags broken links on your site using its built-in 404 Monitor.
You can then set up a redirect right from the dashboard:
This feature keeps your internal links working. It ensures you’re passing authority between your pages and that you’re offering a good user experience.
It also reduces plugin bloat as you don’t need a separate plugin to handle broken links.
The fact the free version of the plugin comes with built-in redirection capabilities is a massive win in my book.
I’ve personally leaned on this particular part of the plugin heavily multiple times.
Firstly, it’s great for just quickly setting up redirects when you change the URL of a post (it even does this automatically).
But you can also set it up to move entire categories of posts or pages through the filters.
Just choose “contains” and you’ll be able to move all your content from /old-path/page to /new-path/page without your users even noticing — and without any hassle on your end.
I don’t see enough people praising Rank Math for the redirect functionality. But honestly it’s a lifesaver.
Downsides But Not Dealbreakers
Rank Math clearly has a lot of features, which is great. But it can also feel overwhelming at first. That’s just the nature of any “all-in-one” style plugin.
However, once you know where things are and what you need, it’s fairly easy to navigate.
Also, on the content improvement side of things, readability feedback is pretty limited. It checks basic things like paragraph length and image use. But it won’t help you improve sentence structure or tone.
(If you need more focus on that, check out the fifth plugin on this list.)
But overall, these drawbacks are pretty minor. Rank Math is still our number one recommendation if you need an SEO plugin.
2. Yoast SEO
Best for beginners who want step-by-step SEO guidance inside WordPress
Pricing: Free version available; Premium starts at $99/year
Yoast SEO is probably the first plugin you came across when you started looking into WordPress SEO. And for good reason — it’s installed on 10+ million sites and has around 26K five-star reviews.
It’s been around for so long and has such a clear purpose that its WordPress plugin directory URL path is literally just “/wordpress-seo/”:
It’s the second of the “big two” WordPress SEO plugins alongside RankMath, and it’s worth addressing why we put it second before we get into the details of the plugin itself.
In summary: We usually recommend Rank Math for a first-time WordPress site owner. It’s packed with features, and its free version has the edge over Yoast in a few areas. These include redirects, multiple focus keywords per post, and more extensive schema markup options.
But Yoast is pretty evenly matched in a lot of ways. Especially if you opt for the paid version.
In fact, this is the specific SEO plugin we use for Backlinko.
My personal recommendation is to try them both (separately) and see which one works best for you.
Note: Don’t use them both at the same time, as running multiple all-in-one SEO plugins on the same site can lead to compatibility issues.
Okay, now let’s go through what I like most about the Yoast SEO plugin:
Optimize Search and Social Previews
Like Rank Math, Yoast helps you optimize how your content appears both in search results and on social media.
You can easily update your SEO title, meta description, and URL slug for every page or post:
You also get a live preview of how your content will appear in Google search results and on socials.
It’s very similar to Rank Math in this respect. But I wanted to call it out here anyway as it’s some fairly fundamental functionality for a WordPress SEO plugin.
Get Real-Time SEO and Readability Feedback
Yoast analyzes your SEO as you write, using a simple green/orange/red traffic light system.
Green means you’re following best practices, while orange suggests there’s room for improvement. Red highlights critical issues you should prioritize.
Each suggestion is actionable, helping you easily optimize your pages, even if you’re new to SEO.
Yoast also gives you a detailed breakdown of your content’s readability.
You’ll see checks for things like passive voice, sentence length, and consecutive sentence starters. In this respect, it does offer a bit more than Rank Math.
My advice: Don’t chase all the green lights thinking it’ll help you rank. Content quality and value for the reader matter far more than hitting a certain percentage or score.
However, Yoast’s feedback does help you spot common issues and make your writing clearer for both users and search engines.
Like I said in the Rank Math section, I don’t personally use these features. But beginner me found himself looking to them quite a lot for basic guidance.
Manage XML Sitemaps
Yoast creates a dynamic XML sitemap for your site and updates it as you publish new content.
Here’s what it looks like for Backlinko:
This is a basic but very useful feature (Rank Math does this too).
Just make sure to submit your sitemap URL to Google Search Console. This helps Google discover and index your content.
Yoast’s SEO scoring system can feel rigid. For example, you might get flagged for not using your main keyword in the first sentence even if it doesn’t fit there naturally.
And I’ll often see site owners that are new to SEO sticking too closely to these guidelines and creating pretty mediocre content as a result.
But if you treat the feedback as guidance, not strict rules, Yoast can still be a helpful way to catch easy-to-miss issues.
Further reading: Learn more about the plugin with our full Yoast SEO guide.
A word on a few alternatives before I move on:
The all-in-one SEO plugin market is dominated by Yoast and Rank Math. But another big player we can’t forget to mention is aptly named All in One SEO (AISEO).
It does a lot of the same stuff as the other two, but they just do it better. It’s missing key free features like redirects, and it can get pricey if you want to use it on several sites.
Like I said earlier though, you should try these plugins out for yourself if you’re struggling to choose. The free options are more than enough in most cases, and they’ll give you a taste of what to expect should you want to commit to a paid option.
FYI: I don’t personally pay for any SEO plugins besides WP Rocket (more on that next). But we do use Yoast Premium on Backlinko and Rank Math Pro on Traffic Think Tank.
3. WP Rocket
Best for improving your website speed without needing a developer
Pricing: $59/year for one website, $119/year for three websites
WP Rocket is probably my favorite of all the plugins on this list, even if it’s not technically the best overall. It’s a performance plugin designed to speed up WordPress websites. That’s all it aims to do, and boy does it succeed.
I run a somewhat well optimized site, and here’s how it looks in PageSpeed Insights without WP Rocket installed:
After installing the plugin and turning on the most important features, here’s how it looks:
Again, it’s a decent baseline to begin with. But WP Rocket improves my site performance in ways I otherwise can’t manage on a site that’s quite heavy on the Elementor elements.
That’s an important point in itself: you 100% can make your site run fast without SEO plugins like WP Rocket.
But you will need to make sacrifices unless you’re an experienced developer (which I am not).
So if you also want to improve your site speed without digging into the code or harming your UX, here’s why you should consider WP Rocket:
Caching Made Simple
WP Rocket makes performance optimization easy. For example, I didn’t have to touch a single setting for the caching features to kick in, and you can clear your cache at the touch of a button:
This is a feature some WordPress hosts and other plugins offer (my own web host does, for example). But I like WP Rocket’s because it’s easy to do within a dashboard that also does so much more.
For a non-developer like me, this kind of out-of-the-box performance boost is extremely useful.
File Optimization
You can also dig into advanced settings to minify your CSS and JavaScript, optimize images and fonts, and connect to a CDN.
These tweaks can cut load time, reduce file sizes, and can even improve Core Web Vitals. In other words, they can have a major impact on your site speed.
(And as someone with no coding experience, there’s no way I could do any of this without a plugin.)
Now for the second and only other feature on this list that I’ll describe with the phrase “life saver”:
It comes with one-click exclusions for popular tools like Google Analytics, AdSense, and Stripe, along with other WordPress plugins, like Elementor:
That means you’re less likely to break your tracking, ads, payment processing, or UX while optimizing. Which, believe me, is easy (and frustrating) to do.
And you don’t need to dig through documentation to figure out what to exclude.
You can also create custom exclusions, and these are handy if you do know what’s causing issues.
Downsides But Not Dealbreakers
Some layout elements may break if you enable file optimization without adding exclusions. In my case, my Elementor post cards got distorted. But excluding the right files fixed it.
(Finding the right files to exclude took me a lot of trial and error, but your mileage may vary.)
The settings can also feel pretty technical if you’re not a web developer. I had to Google a lot before knowing what to toggle.
However, WP Rocket’s help center docs were solid. And once everything was dialed in, my site’s performance improved significantly. (Again, see the screenshots at the start of this section.)
Free alternative: When I first started playing around with WordPress websites, I used Autoptimize for a lot of the things WP Rocket does.
It’s not as extensive when you use the free version, but it’ll get you a meaningful chunk of the way there if site speed is a big concern for you.
Plus, I still run this on a few of my lower priority sites when I just want to tick the main performance boxes.
4. The SEO Framework
Best lightweight, minimalist SEO plugin
Pricing: Free; paid plans start at $7/month (paid yearly)
The SEO Framework is a free and lightweight plugin for WordPress that quietly handles the SEO essentials.
It’s no Rank Math or Yoast, but it will still do a lot of the most important things for you.
This plugin is popular among developers for a reason. It runs fast, doesn’t clutter your dashboard, and avoids the “all-in-one” bloat you get with other SEO plugins.
Here’s what you get with the SEO Framework plugin:
Get Instant SEO Feedback
One of the SEO Framework’s most helpful features is the plugin’s color-coded SEO bar. This gives you a quick visual of how well optimized your pages are.
At first, the labels can look a bit cryptic.
But once you hover over them, they explain what’s working and what needs improvement.
For example, the plugin flagged my meta title as “far too short” and noted that it was automatically generated from the page title. (At least I assume that’s what the “TG” means.)
It explained that the title lacked information, which helped me understand I’d need to customize it to improve its SEO performance.
Honestly, I’d maybe like a little more specific detail here. It’s not clear what “more information” it means. But it does make it easy to do a high-level audit of your content optimization without opening each page.
If it flags your title or description, you can open the page editor and tweak the meta fields directly to optimize them:
The SEO Framework also shows each page’s indexing status. If a page is indexed, it appears in green. If there’s an indexing issue, it tells you exactly what’s wrong.
In my case, it showed that all my published pages were indexed correctly. And a few unpublished ones were flagged, as expected:
Obviously it’s not going to be as in-depth as Google Search Console. But it’s a useful at-a-glance overview of your overall indexing status.
Automate SEO Title and Meta Description Generation
Once you find titles and meta descriptions to optimize, the SEO Framework automatically generates meta them based on your content.
But you can still tweak auto-generated meta elements to add more value as needed.
That’s it, that’s the feature.
It’s nothing fancy, and it’s not always perfect. But for a lightweight SEO plugin, this is a great timesaver.
You can also control how your page appears on social media. You can even add a custom image for Facebook or X:
If you like this functionality of the likes of Yoast and Rank Math but don’t need all the extra features, the SEO Framework plugin could be all you need.
Simple Base Plugin with Room to Expand
The SEO Framework is intentionally minimal to be fast, lightweight, and free of unnecessary extras. That makes it a great choice if you’re looking for something that won’t slow your site down or overwhelm you with options.
And if you ever need additional features, like schema markup, third-party connections, or local SEO support, you can always install them as separate extensions.
Downsides But Not Dealbreakers
The SEO Framework is lightweight, which means it’s also feature-light. It has the basics, but it won’t cover everything for you.
To get a bit pickier, I noticed that when I try to edit an automatically generated SEO title or meta description, the entire field clears as soon as I click it.
That means I can’t just tweak a few words. I have to retype the whole thing from scratch. It would be a smoother experience if I could simply edit the existing text in place.
But the fact this is such a small and specific issue is testament to just how good the plugin is.
5. Semrush SEO Writing Assistant
Best for optimizing your content for search right inside the WordPress editor
Pricing: Free, but you can optimize more content with an active Semrush subscription
Semrush’s SEO Writing Assistant helps you optimize content as you write it inside the WordPress editor. It’s not an all-in-one solution, and is purely content-focused.
It works by pulling recommendations from your target keyword and analyzing your draft in real time for SEO, readability, tone of voice, and originality.
Let’s take a look at my favorite features of the plugin:
Optimize Your Readability
Semrush calls out exactly what you need to fix to improve your content’s readability, including:
Sentences that are hard to read
Suggestions to use active voice
Specific words to swap for simpler alternatives
This is super useful if you want to make your content easier to understand and more engaging.
Improve Your On-Page SEO
The plugin also provides clear on-page SEO recommendations based on your target keywords.
At the top of the panel, it shows whether you’ve used your main keywords effectively.
When I created the blog post in the example below, I entered two main keywords: “content marketing” and “content marketing for small businesses.”
Since I used both naturally throughout the article, Semrush marked them green:
But below that, it suggests semantically related keywords based on content that’s already ranking well for these terms. As you include those terms, they turn green too:
This is where the Semrush plugin goes a step further than the likes of Yoast. It leverages Semrush’s data to give you a helpful way to improve your topical depth based on what’s already ranking — which is a key part of building topical authority.
Why does this matter?
Because search engines like Google are good at recognizing when a piece of content truly covers the topic in depth — rather than just using the target keyword a bunch of times.
When you include related terms, you’re showing Google that your content is contextually relevant and comprehensive.
Analyze Your Tone of Voice
Wondering what your content actually sounds like from a reader’s perspective?
The Semrush SEO Writing Assistant shows whether your writing comes across as casual, formal, or somewhere in between. And whether your tone stays consistent throughout the post.
For example, it labeled my draft as “Neutral” with 95% tone consistency:
That’s a helpful signal that the post flows well without jumping between writing styles.
That said, don’t let the score alone inform your edits. Instead, use it as a signal to evaluate your writing with fresh eyes and ask:
“Does this sound like me/my brand?”
It also pointed out a few phrases that sounded slightly off-brand. It then suggested alternatives to smooth them out:
They’re not always perfect suggestions, but it’s useful if you’re writing for a specific brand voice and want to keep it consistent across all your articles.
Downsides But Not Dealbreakers
The Semrush SEO Writing Assistant is not a comprehensive SEO plugin. It focuses on optimizing content for search engines and doesn’t replace Yoast or Rank Math.
So, it’s best to use it in combination with other SEO plugins.
http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png00http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-08-14 14:41:192025-08-14 14:41:195 Best SEO Plugins for WordPress (Tried & Tested)
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.
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 13:11:262025-08-12 13:11:26How to drive traffic to my website
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
We just introduced two new updates to Yoast SEO Premium that focus on clarity and speed. Yoast SEO Redirect Manager just got a cleaner, more user-friendly workspace. After heavy testing, Yoast AI Optimize is now available for the Classic Editor. It helps you optimize your copy for readability and SEO without disrupting your workflow or website performance.
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The definition of “search” is changing in real time – and so is SEO. Search Engine Land went live today with an exclusive discussion on what it all means and what you need to do to keep up.
Why we care. Generative AI is shaking the foundations of how people find and interact with information online. The stakes have never been higher for search marketers, brands, businesses, and creators.
The big questions:
Is this the end of SEO – or the start of something bigger?
What matters more now: tactics, terminology, or outcomes?
How can marketers adapt as the rules – and players – of search evolve?
Who’s talking: I moderated a great discussion between our panel of experts:
Barry Schwartz, contributing editor at Search Engine Land
Michael King, CEO of iPullRank
Myriam Jessier, consultant at Pragm
Duane Forrester, CEO of UnboundAnswers.com
The conversation. Watch the video above for the full conversation and actionable insights you can use right away.
The transcript. Here is the unedited transcript. (It will be reviewed and corrected shortly):
Danny Goodwin
Hey everybody. I’m Danny Goodwin, editorial director of Search Engine Land, and we are here for a very special live with search engine land. We’re gonna be talking about what’s next for SEO and the generative AI era and about the future of visibility, trust, and connection. Uh, now we’ve all lived through a lot of huge changes in search over the years, but the definition of search continues to evolve and what worked a year or two ago may not work anymore.
And the pace of change in SEO is just. Insane right now. Uh, and it’s never been faster. Generative AI is reshaping how people discover, evaluate, and act on information. And for search marketers, brands, businesses, and creators, the stakes are higher than ever. So today we’re bringing together a few of the industry’s sharpest minds for exclusive discussion on what’s all means and how you can adapt, evolve, and thrive in this next era of search.
So settle in. The conversation starts now. I’ll let our panelists each introduce who they are and what they do. Mike, I’ll start with you.
Mike King
Hey, I am Mike King. I am the founder and CEO here at IPO Rank, and also our first chief relevance engineer. And for anybody watching at home today is IPO rank’s 11th birthday. So I’m excited. Cool.
Danny Goodwin
Congratulations. That is amazing. Duane, introduce yourself.
Duane Forrester
Hey gang, Duane Forster, founder and CEO of unboundanswers.com. I help people, what can I say? Been doing this forever. Super happy to be here with everybody and excited to get into this conversation.
Danny Goodwin
Amazing. Myriam, introduce yourself.
Myriam Jessier
My name is Myriam and I’m the co-founder of Pragm. I have been doing SEO for a very long time as well, and everything old is new again, now we’re dealing with cloaking and so many things from like the vintage era, so I can’t wait to talk about it.
Danny Goodwin
Amazing. Welcome. And Barry.
Barry Schwartz
Hi, I’m Barry. I’ve been writing about what these guys have been doing for the past 20 plus years. That’s about it.
Danny Goodwin
That’s about it. Okay. So let’s dive right in. We’ll start with the big question that sort of got us all here today. The future of SEO. Mike, you’ve been saying that SEO isn’t dead, but it’s deprecated. So let’s start there. What do you mean by that and what are the implications of that statement?
Mike King
Sure. So first, let’s explain what the concept of deprecated means. So typically when like a new specification comes out, um, a lot of software will continue to support that specification, or excuse me, the old specification, even though the new one is better, right?
And so to that point. You can continue to do SEO the way you’ve always done it, and you may get some results from it, which is why so many people are just saying like, oh, it’s just SEO. But fundamentally, the way these platforms work is different, right? It isn’t just about the retrieval aspect of it. It’s also about, uh, expanding queries, you know, to be dozens of queries that are used.
They’re pulling passages and then there’s syn, there’s a bunch of synthesis that happens. So, you know, there was some data that came out from ziptie a couple months ago where they talked about how if you’re in the top 10 of the serp, you have a 25% chance of appearing in like the AI overview. So that fundamentally tells you that you need to do something different to have a higher likelihood of appearing in the AI overview.
So that’s what I’m saying, like just us limiting ourselves to what we’ve always done is not enough to be effective in these channels moving forward.
Danny Goodwin
Great. So, Duane, how about you? Would you agree with that?
Duane Forrester
You know, um, I’ve known Mike a lot of years and, um, sometimes I agree with him, sometimes I don’t.
Um, this is one of those moments where, yeah, I agree with Mike. Um, I have very much taken the perspective that we are in a transitional phase. Um, if, for example, the SEO life that we’ve been living for the last 20 years in the industry is the equivalent of high school. Uh, we are now going to university because there is another layer.
You don’t get to walk away from what you know traditionally, but I will tell you this, okay, and this is really important, and I think Mike’s deprecation example really hits on it. And Miriam touched on this a little bit. Everything old is new. Again, the reality in my head is this. If you haven’t gotten your ducks in a row with traditional SEO at this point, a lot of people aren’t gonna help you anymore because we’re moving.
And I, I don’t know how else to explain this to companies. Like now is not the time to go back and learn what structured data is or how to deploy it. Like if you’re having those conversations, I kind of want to tell you, here’s some remedial studying for the weekend. Come back to me when you’re serious about moving forward because you had 20 years to get that done and you’re still struggling.
So I don’t know. But anyone else, but I’m pretty sure that you, this group is gonna agree with me on this. We are moving so fast now. That it is a, it is a sprint. It is a 26 mile sprint. There is no more example of, oh, it’s a marathon. It’s a, it’s a sprint. No, it’s all a sprint and it’s infinitely long and you either can keep up or you cannot.
And so I fundamentally, I agree with everything I’m hearing so far. I’m right there and mildly frustrated.
Danny Goodwin
Why are you mildly frustrated?
Duane Forrester
Well, I’m mildly frustrated by that, by the, the traditional oversimplification of something that gets applied to something that is demonstrably more complex.
Like, like people coming at me saying, I write an article about chunking, and they’re like, oh, I can’t say that to my executive. I’ll get laughed outta the room. And I’m like. Do you not understand? That word is actually from the machine learning lexicon, like it refers to something that these systems do.
And you have to understand that of course, they don’t understand that because again, no one reads, they’re scanning things, they’re moving too fast, tr thinking they’re keeping up. I’m telling you, the cost of keeping up is you’re not watching television, you’re not playing video games. You are literally 18 hours a day consuming.
You’re dreaming this stuff at this point. That’s where we are at. At least that’s where I am at. And I suspect Mike and Maryam Barry and you and, and a whole bunch of us are in that same kind of overload, buzzy head space. Mm-hmm. That to Miriam’s Point existed 20 years ago when we first started going to conferences, sharing these little tidbits of what worked and what didn’t work, and how it worked and why it worked.
We’re back to that again. And yet people wanna oversimplify it. They want to dumb it down to, oh, just one thing. Right.
Danny Goodwin
Okay. Yep. So, Miriam, I;d love your thoughts. Do you believe that SEO is deprecated as well?
Myriam Jessier
I hope that you would go for Berry because it’s not characteristic when I’m quiet. Uh, but, uh, I’m going to have a a, a spicy take here.
Um, I think that if you have been doing SEO like 20 years ago, yeah, this is brand new to you. If you’ve been doing SEO and keeping up with stuff, you would have noticed that we were headed in that direction. However, and I’m gonna nuance this, where it gets a bit complicated to explain this to folks is before we used to have a bit more control, right?
Mm-hmm. It doesn’t matter. I don’t care about branding. Who cares. I don’t care about PPC. I can do my SEOI am king or nobility of the world. Okay? We’re number one. We get money. But nowadays I find myself having to explain to executives some things that are not comfortable. Number one, the darn thing, hallucinates.
Okay, so it’s not even your own, um, I don’t know if I can swear, but, um, let’s just say cow poop. Okay? But it’s not just you pretending some stuff until reality catches up and your brand is strong. Now we have sentiment analysis. Now I’ve seen some April Fool’s jokes being integrated into the ethos of a brand and then spa out in LLMs.
So you have to explain stuff that you would think, okay, maybe the social media team should be helping as well, but nobody’s rushing. We’re the only ones in SEO o trying to figure this out. So to me. Yes. SEO O as people used to do it 20 years ago with a recipe without any curiosity, trying to understand what’s going on, that’s deprecated.
But if we’re talking about a EOG, I don’t care about the acronyms. At the end of the day, are we doing this job? Yes or no? I, I’m waiting the jury’s out on what is gonna be called. I really don’t care. I’m old enough to know everything that’s old is new again. The one thing that I would bring about though is I’m obsessed with multimodal and not too many people are interested in it, but how many times can I just like, show a video of a broken thing or a microwave that’s in German and go help me figure this out and it will help me.
Myriam Jessier
And this to me, opens brand new avenues. So now I take pictures of packaging and I tell people, that’s your landing page. Can we please optimize it for image? Vision? Yeah. It’s, it’s not that to me. Everything about SEO is deprecated. However, the concept that we had needs to be updated for sure. It’s just not the same game.
And now you’re running into new frictions with new teams. You’re no longer like, I’m Nabil, yay. I don’t care what you say. I’m number one. We now have to actually grow up and maybe be polite and learn how to deal with others. Right. So this, yeah. Mike, you, you know what I mean? Like some of us are struggling with that.
We’re having tantrums.
Mike King
Are you calling me? Not polite.
Myriam Jessier
Oh, this was not towards you.
Mike King
I’m messing with you. I’m messing with you. Yeah.
Myriam Jessier
But I have a few names that came up to my mind and I think the audience as well, you know, who’s coming up your mind when I say that?
Danny Goodwin
All right, Barry, uh, your, your opening thoughts on the future of SEO?
Barry Schwartz
Um, more on the, uh, I guess Myriam side of things. Um, I don’t think many SEOs are trying to oversimplify things, nor do I think they’re playing video games. Um, I don’t, I dunno, I never have, I never, last time I actually did any entertainment personally. I, I don’t believe in entertainment. I believe in just working and constantly working.
That being said, um, one thing I’ve been doing is writing about how SEOs have been operating for the past 20 plus years. And SEOs who are around today, that were around 20 years ago, are always stepping up. They’re always, it used to be back in the old days, submit your page to the index and submit ’em to 20 different search engines over and over again every single day.
Then it was due OnPage, SEO, then link building, then Universal search came out, uh, feature snippet optimization. I’m jumping a little bit, entities, et cetera. We’re constantly stepping stuff up. Um. So the best SEOs continued to like, add things to their plate? Yes. This is a huge jump in terms of what SEOs are adding to their plate.
A lot of SEOs were focusing on like one thing or two things. Now you really need to have, you have to have everything under your belt to make this possible. And the best SEOs, the ones who’ve been here for many, many years, um, many of you guys on this, on this video right here, um, are the ones who could adapt.
The ones that don’t adapt are the ones that die. We’ve seen many SEOs with big names over the years that either fell off and are, no, no, no longer doing SEO working for big companies, um, doing marketing in general and so forth, uh, but no longer doing SEO and like optimizing their own stuff. That being said, there are a lot of changes coming.
Um, obviously clicks are vanishing for a lot of people. You know, branding is becoming more and more important ’cause of that. Uh, and this whole angen experience stuff, having, how do you get, get your client to think about, you know, building agents that integrate with these AI engines and so forth. Um. I’m the guy who always, it’s not always often like will cite Google about things as well.
And Google just, you know, had us, um, just, it was an article right now in a adage I think, or one of these places where Google spokesperson told adage that, um, basically everything remains the same when it comes to optimization or SEO Um, there’s nothing specific you’re gonna do to optimize, uh, for a I re or AI mode outside of their existing SEO fundamentals.
But again, how you work with clients is gonna change. Like, are you gonna count clicks anymore? No, you’re not gonna say, oh, I got you this amount of clicks or this amount of conversions and so forth. ’cause it’s, it’s gonna be harder to target and, and, and track and track and so forth. And only the ones that are actually looking at, you know, how do I show my clients that this the return on investment?
How do I show my clients what I’m doing? You know, how do I show that we’re adapting to this are the ones that are gonna survive? And this happens every several years, but with this change in search, which is the most fun, I think. I’ve had covering search in a long time because it’s changing so fast. It it, it’s gonna change.
It’s gonna, it keeps changing like very, very quickly and it’s gonna, it’s gonna make and break a lot of SEOs. Um, not that we should call them seo, I don’t wanna call them, but whatever it is, I don’t think SEO the name is necessarily gonna change so fast. Um, but I think the best SEOs that are here today, um, are gonna probably stay and adapt.
But at the same time, there are a lot of lazy SEOs out there that work off a checklist. And those checklists, you know, those checklists are going out the window. Um, so I do think things are gonna change, but I don’t think it’s gonna change. Looking back at the 20 past 20 years, I don’t think it’s gonna be like, oh, they’re, they’re doomed.
The ones that are, were here 20 years ago and that are still here today, I think will be fine.
Danny Goodwin
Yeah. And I, I think that’s a, a key point there, Barry. It’s like, for the, for the near term, it feels like SEO remains as relevant as ever. Uh, would you all agree with that? Like, I mean, you know, yes, deprecated, but there’s still, you know, Google’s saying there’s 5 trillion searches.
I know a lot of those clicks go to Google, uh, and don’t actually go out to the web. But, uh, how are you sort of po positioning that yourself with the clients you’re talking to? Um, you know, as AI search grows, uh, do we just kinda accept like, Hey, this traffic’s not coming back from Google. Or like, how are you sort of talking about that with your clients?
Uh, Mike, you wanna start there?
Mike King
Yeah, so I don’t, I don’t think what we’re talking about is that like SEOs are gonna disappear. Like I, that’s not what I’m saying.
What I’m saying is that everything is fundamentally different. The channel is different. Mm-hmm. The user behavior is different.
The expectations of what we do in order for us to achieve something in this channel has dramatically changed. And one of the biggest follies that we’ve done as an industry is just accept that. It’s like, oh, okay. Core web vitals, we’re suddenly performance engineers. Nobody’s getting paid more for that.
So it’s like silly for us to just continue to accept things that Google impresses upon us. Now to the question you just asked me. Absolutely. We’ve been educating our clients on how the channel is changing for like the last two years. You know, like I wrote a blog post on this very site. Like two years ago talking about how retrieval, augment generation was gonna change everything about our space and how everyone was gonna see losses between 20 and 60% in traffic.
Here we are, you know, so like we’ve been telling clients that for a while and they were, at first they’re like, cool, cool, cool, whatever. And then once they started seeing these impacts from AI overviews, they’re all ears. And then, you know, when I wrote the thing about, um, AI mode, again, they’re all ears.
And then everyone at the C level is all about, well, how do we get visibility in chat GPT? And even though I keep telling them like, Hey, you’re not gonna get any traffic, it’s not gonna have the same level of business outcomes, they still wanna be there because of the, uh, immense growth that these channels are having.
So. Yes, it is a complete reframe of what we do because to the point that Miriam made, like we have to interface with a whole bunch of dis different disciplines here. It’s not just about text on webpages, it’s about what’s going on in video, it’s what it’s about, what’s happening across the content ecosystem.
And so I had a meeting with one of my clients last week when they were like, Hey, we are going to stand up a GEO team. How should we structure this? And that’s my whole point. SEO is defined in a lot of people’s heads as a specific thing. It’s free traffic, it’s content for robots. It’s all these like backdoor things that people don’t, um, give much value to, which is why our industry is very much undervalued right now.
We’re talking about AI and people are saying to us, what do we do? How does this work? Who do we need on the team? And so for us to keep living in this, this limited SEO lens, we’re missing out on this opportunity to reshape what this is and the media is coming in and defining it for us. And then clients are starting to come to us with those questions rather than, than the framework that we can develop as the industry that’s been here for the last 20 years.
Danny Goodwin
Right. Duane, your thoughts there?
Duane Forrester
Yeah, so this is, this is really interesting, right? Um, Mike is touching on something here that, uh, I, I’ve written extensively on recently on my substack. Um, and it’s this whole notion of, um, skill retraining, um, new skills that we need. Um, I even did a four-part series on inventing new job titles that might exist.
They’re fictional, right? They’re, some of them are just like tongue in cheek funny, uh, but the point behind them is very serious. Um, I’ve had a half a dozen calls with companies looking to restructure teams, and they want guidance on how, like, what skills should I be hiring? I took a tremendous amount of heat from people in the industry a couple weeks back when I suggested that we need to start hiring new skills now so that in two years those people are executing on the work you need them to execute on.
If you are hiring someone to do keyword research now. You think somehow miraculously in two years, they will be an expert at the concept of query fan out and how to utilize that information in a content context. You’re delusional if they don’t understand it. You are going to have to have a training program.
You are gonna have to bring them up to speed or you’re gonna have to hire people who already have this skillset. And that’s what I’m advocating is you have to hire the skills today. Look, this, I think the industry’s gonna be a mess for the next couple of years. I think companies are gonna be a mess for the next couple of years.
Um, we are back for better or worse, Barry said, you know, like it’s kind of some of the most fun a lot of us have had in a long time because the change is so rapid and it’s interesting and, and I don’t, I won’t speak for everyone else, but I will speak for myself when I say. It forces me to learn new things every day for hours a day going deep.
And it’s stuff that I normally would not, I would not have gone and read all these academic papers on all of this stuff just for fun. But it is such a fundamental part of what we’re doing, what we have to do in the future, dude. Like I just, it’s not optional now. So you, you need those skills. You need that understanding.
You need that curiosity. I think, and Barry raised an interesting point, like we are seeing a lot of people burn out of the industry. They’re not interested in all of this change we’re seeing. Thankfully a lot of people willing to adapt, want to learn about it. And we’re seeing, I had a call, um, really large brand, like a Fortune 50, and they’re very concerned about their procurement pipeline for tool sets in 2026.
So I launched the quadrant ra like kind of ranking all these 40 different AI tools and where they are on trust versus features and they’re using that to define the top 10 that they will then go put time into to interview and look at and demo and all of this. And I’m like, I’m not saying what I did was the right path, but it is a path, it is something and it’s saving someone a lot of time.
And we’re gonna see a lot more of this happening. People wanting to add, excuse me, wanting to identify tool sets and what they can do with them and what they can use them for. Mike mentioned zip tie. It’s amazing. It is awesome. Extremely technical. So if you’re not a technical person, you may not be able to wrap your head around a lot of it.
There’s a lot of talk about Profound, they just scored 20 million a few weeks ago in funding, so obviously they have an advantage, but there’s a lot of new things out there and you know, it’s not just know the tool, it’s know the tool, know the work, know your work. What are your goals? This is across everything in your company.
You’re no longer the little pet off in the dark corner doing your strange language. No, no, this, this work is now impacting everyone and it is really important that people doing this work truly step forward. I, I, I can’t stress that enough.
Danny Goodwin
Right. Um, so I’ll, I’ll shift topic just a little bit. Uh, we know that at this point AI search is still driving, you know, pretty small amount of traffic to websites despite, you know, what Google’s, Elizabeth Reed may have, uh, told us in a recent blog post.
Um, I’m just kinda curious, uh, Miriam, I’ll, I’ll send, throw this to you first. You know, do you think people are expecting like AI search to eventually become a Google level of search or, you know, ’cause obviously we’re all seeing a lot of traffic declines, a lot of, uh, websites are seeing that. So do you, do you, what do you make of all this, do you think do GEO or whatever we’re gonna call it as over overblown or, uh, is it just not there yet?
Myriam Jessier
I have plenty of opinions. So first of all, I don’t think it’s quite there yet. Here’s why many people that have companies will not be willing to throw a bunch of money on something that could one day just say the opposite of what it was saying. The day before, and these types of inaccuracies, like I really appreciate the fact that Mike’s clients and Duane’s clients are like looking towards the future, are invested in it.
I deal with the scared clients, okay? Mm-hmm. I deal with the ones that have the legal department going, what you do in here? Mm-hmm. And so this is something that I’ve been paying attention to. Whenever Sam Altman needs money, he’s going to talk about AGI and then there will be funds coming in. Okay. The other thing is I am.
I’m obsessed with something, uh, that Mike said, and uh, uh, I’ll tie it in a second. We are redefining the web. We helped build the web as SEOs. We helped make it a trash fire. Okay? And right now we have a chance to not make the same mistakes. So this is fascinating to me, but it also means that, um, rest in peace to all the ex SEOs that ran into analytics land because now they’re struggling because the metrics are changing and we have to rebuild them.
So this is a notion that I have and profound, I great for the $20 million. Fantastic. I’m wondering other stuff. Yeah. So what is this nascent industry built on? Okay. Mm-hmm. So first of all, there’s the whole, we need money and I, I’m waiting for the hype bubble to burst. And whatever remains behind will be what we use.
That will be the gold and. For profound. I’m just wondering, okay. How do you get the data? And this leads me to having this, this thought that for core web vitals, we have what we call lab data and field data. So what happens in perfect conditions and what happens out in the wild when users are coming on your website?
Well, when it comes to tracking LLM visibility, it’s the same. We have the prompts that us as a company have defined because that’s why we want, in ideal conditions, no personalization, no memory, nothing. And then we have the field data. And that field data. Right now, the closest thing to it is clickstream data.
So whenever I evaluate these solutions, I’m like, where do you buy that clickstream data? Where is that coming from and how do you cut it up? Because if I’m in France, I don’t need the US clickstream data. That’s not the same real world that I’m facing. Mm-hmm. So I think that all of these situations really need to be figured out on the business end of things for this to become a viable thing that we look at and go, okay, this is serious.
We have some compliance, we have some legal frameworks around it, et cetera. Um, Danny, if you’re comfortable with it, I need to dovetail into something because I’ve seen a very good set of questions from Navah Hopkins. I’m going to read them. I don’t know if anyone else has seen them, but what does ethical SEO look like in the AI era versus Black hat and.
There’s a few PPC people that thankfully are interested in SEO, and they had a discussion regarding how brands might be able to fool AI into believing something about a brand based on UGC or other inputs, and I’ve seen that happen. I’ve also seen some hackers enjoying themselves very, very much with poisoning all of these LLM outputs.
So what would a holistic SEO perspective look like? So for me, the work I’ve been doing with some big enterprise clients is slowly trying to explain to them. You need to think about your branding quadrants, not in I own brand, and then I’m gonna make SEO demands and PPC demands. There’s what you say about your brand, your known brand, all your assets that you put out there.
There’s the latent brand. Everything that everyone is saying on social media about you that you may influence but you don’t control it. There’s the shadow brand, all the stuff, all the leaks, all those forgotten PDFs on like page four of Google search results. They come back to haunt you. You had a lawsuit in 2016, you’re still having that lawsuit according to chat, GPT.
So once it’s out, how do you handle that stuff? And then from all of these bits, you have the AI narrated brand, it’s now your brand ambassador. And for better or for worse, and that’s the portion that brands are struggling with. So. Just before I pass it off to someone else. When we talk about holistic stuff, that’s what I think about.
And I know I’m going to break Zara’s heart, but when we’re looking for fun, summer, spring, uh, summer or spring dresses, that typical Zara model face of, uh, is not gonna cut it because machines are not looking at the model’s face going, you don’t look like you’re having fun. I have 89% confidence. This is not joy on your face.
So this is the type of stuff we have to think about now.
Danny Goodwin
Absolutely. Okay. Uh, Barry, I’ll come back to you. Um, I, we sort of started with is GEO overblown there before we veered off for a minute. So, I mean, obviously you’ve been covering the industry for, you know, 20 plus years. You’ve seen a lot of stuff come and go. You’ve seen SEO declared dead probably more than anybody else on this, uh, on this call.
So, um, what are you, what are you thinking as we, as we see this heading forward? Do you, do you think GE Geo at this point is overblown? Or, or how are you feeling about it?
Barry Schwartz
Uh, I, I don’t know. That’s a tough question. I, it goes back to our original conversation about SEO versus geo. I think, I don’t know. I don’t know if it’s overblown.
There’s a lot of money. At these days being thrown at this place. Mm-hmm. A lot of, like I said, 20 million to profound. They’re all gonna get consolidated at some point. Somebody’s gonna buy most of them up and consolidate them into, into something else. Um, I know several companies, not just profound, they got a lot of money from massive investments, um, to build tool sets around this stuff.
So I, is it the new blockchain? No. I think AI search and AI chat bots and all these things are really the future. Um, I just don’t know. I don’t know. I don’t, I don’t like to diminish SEO and say, SEO was just somebody in the back room. It was SEO O is not like it was 20 years ago. I mean, you have VPs of mm-hmm.
Marketing and SEO Yep. At massive organizations. I don’t think, s se I try not to believe that SEO is something that’s undervalued anymore. It used to be undervalued. I, I really don’t wanna believe that it’s undervalued anymore in this year. 2025. That being said. Yeah,
Mike King
very. What, what Fortune 500s do you work at? It’s still very undervalued.
Barry Schwartz
The, we had a number of, uh, VPs of like SEO for, like their New York Times and different organizations that are really high end. I mean, I don’t know, I don’t know off the top of my head, but I know we had them on search engine land and XMX speaking and so forth with vice president staff.
Mike King
Sure. There are, there are VPs of SEO, I’ll give you that, and some of ’em make like $300,000. Yeah. But they manage a channel that yields billions of dollars and they’re only getting 300 k. Like, that’s a pretty big disparity. Whereas you’ve got people in the media side that are making closer to like five, 600.
So I, I don’t, I, I still don’t believe. It’s valued that way. And also like when people come to go get a, uh, an SEO agency, most of them wanna spend like 10 grand a month when again, they’re spending millions on paid search.
Barry Schwartz
I have people coming to me looking to build an Amazon clone for five grand. Yeah, I hear that.
I mean, there’s always people like that out there. So yeah, it’s all, a lot of that has to do, do what you brand your company. I mean, there’s one SEO company, a reputation management company charging, you know, $500 a month and you have one charging, you know, I don’t know, hundred, you know, tens of thousands of dollars per month for the same exact service.
So I think a lot of that is around branding, which goes back to a lot of what we have to do in terms of this whole new model. It’s not really new per se. I mean, there’s the fundamentals that you need to do, and there’s the stuff that SEOs, the really good SEOs have been doing, like yourself, Mike and Duane, you guys, and, and Miriam, you guys have been doing this stuff for a long time.
Mm-hmm. Um, you’ve been talking about this well before the AI rev revolution over, when you wanna call it, there’s some new elements to it, like. That’s really API integration is the whole nGenx stuff. So a lot of this stuff is new, but it’s really not new. And I think, like, like I said before, the best SEOs will survive and adopt these things and tell their clients how to incorporate it.
I don’t know if we need to change the name so that, I don’t know, some VP could get another 200 grand on a salary. I mean, it’ll be nice. I don’t care about that per se. Um, but I do think, um, I would like to see the SEO name become more and more credible and I think this is the avenue toward, towards it.
And we don’t, I don’t think we have to change it to being GEO or a EO or E-I-E-I-O or whatever you wanna call it.
Mike King
So that’s why I disagree, because if that was true, it would’ve happened by now. You know, I think it’s been happening. Like you said, all of these people have been doing great work for so long.
It hasn’t changed the perception of SEO.
Barry Schwartz
I mean, Duane, how many of the former speakers back from the early SES days that were sitting black hat SEO are now like in. Like massive corporations doing SEO, um, maybe with bigger taxes, what you’re thinking
Duane Forrester
And it’s, it’s a very real thing, right? Like, like there, there is a number of people historically from the industry who were really good at, at traditional SEO, black hat, SEO, understood all of it.
Um, were very successful. And those people have largely gone into the background to be the guiding force at larger, technically minded companies and, and they’re doing good work, right? Like, I, I, I think both you guys, like, it’s funny, you know, I, I’m kind of envisioning this like boxing match happening, but it’s all like candy canes and, you know, like fluff and popcorn and whatnot.
Because I agree with both of you and I disagree with some things. I fundamentally think that, um, I’d say about seven, maybe 10 years ago, we hit the peak. Of SEOs getting large titles and large salaries, and we’ve seen that trailing down because, not because of necessarily a lowering appreciation of the work, but because a vice president of marketing is an easier title for a company to understand, especially a publicly traded company that has to report to a board that has a C-suite making these organizational decisions.
And marketing then becomes the catchall that holds all of the disciplines within that, including SEO, which ultimately means as an SEO, you’re never really gonna get above director. And if you do, it’s probably a smaller company or sometimes at a much larger company where they need more executives to spread across.
So I, I think everybody’s right. I mean, that’s my kumbaya statement on it. Um, but I will say this, um, I, I fundamentally think that, that we are seeing a change here. Um, you can’t let go of the face. I love how Miriam put this. You know, when Sam needs money, he comes out and talks a GI, right? It’s like, this is a really, really, really important nuance for SEOs to wrap their head around.
Okay? It’s, she says, Sam, right? But really she means perplexity. She means quad. She means anthropic. Like every one of these companies has their little pull that they, they go for. And what’s incredibly, so, very important about this is the 700 million people that use chat GPT, because most of those people.
Don’t know what search actually is or is not. All they know is they asked a question and they got an answer that seemed trustworthy and that seemed trustworthy part is really important. Okay? Because for us to actually trust answers out of these systems, we need universal verifiers and universal verifiers are a minimum.
Beta versions are 18 months away, and then probably 20, 27 before we see practically applied universal verifiers and LLM fact checking and LLM, I’ll let you go down your own rabbit holes about the efficacy of that concept, but it’s being worked on. Fact is 700 million people don’t know the difference and they’re looking at something.
I needed a new washing machine two weeks ago, so I took a photo of the barcode that was on mine, was shocked to realize I’d had it for 10 years and was like, oh, no wonder. It’s kind of like crapping out on us. There you go. Immediately, Chachi PT 4.0 comes back with, here are the top three compete products to that modern version.
You know, would you like a, a summary of each one? And sure enough, I’m not joking, I went from 11:00 PM at night having that conversation in the dark because I couldn’t sleep and needed to solve this problem to the following afternoon. Lowe’s was delivering our new washing machine to us. And so do I really care whether it’s a search engine, whether we call this geo or SEO, or no, I don’t.
As a consumer, I really don’t care. And I got a good answer and I’ve got a great machine, and I love the music it plays every time the, the cycle ends. Like, like that’s what matters to me. I solve my problem. And you guys know this. I mean, if you’re on this group, you, you’ve heard me, you know, go on about this ad nauseum, like this is the fundamental thing that marketers need to wrap their head around is the consumer side of it.
Their intent, their interest. And, and the rest of it is, is kind of, um, I don’t know. It’s a little squishy right now. There’s, you know, I look, I, I can sit here and argue and tell you there’s all kinds of new technical stuff and you have to know this, and you have to do these things. And then Barry can just look at me and say, yeah, but you know what?
I can find homes for every one of those things conceptually in content and topics that we’ve already talked about. And I, I can’t really argue that it’s, it’s maybe a shinier version of that old thing. Everybody went nuts a month ago for Query Fan out. It just blew up. Like it was something, and I’m like, I literally do not know a single SEO on planet Earth who doesn’t understand this concept and hasn’t been working on it for 15 years.
It’s, it’s the basic concept with a new name on it. And yeah, in the world of ml it’s important and it, you know, should have that name and do whatever, but you as an SEO should know better. You should be doing this already. So nobody should be shocked by it saying, oh my God, that’s new. Now I have to do this, and I will buy a plane ticket and give somebody a crisp high five If they end up as the vice president of a query fan out at some company.
Like I, I swear, I like, that would be just like Fonzie jumping the shark. And if you’re young and you don’t get that reference, go look that one up. You’ll enjoy the video.
Myriam Jessier
I need to update my LinkedIn profile right now.
Mike King
Here’s my problem with that though. We, we talk about this idealized form of SEO that very few people actually do, right?
Like when you talk about like, oh, everyone should have known about Query fan out. Like, yes, query expansion has existed the whole time, uh, in a partially different way or what have you, but what tools do we have that explicitly show you this is the direct relationship …
Duane Forrester
Mike. I, I just, just to, to push back on that. I will point out, um, um, is it answer the people and, um, there’s another tool that’s similar conceptually to what you are saying, right? Where Yeah. You’re talking about it goes on.
Mike King
You’re effectively talking about like, okay, I’m mining. People also ask, which is a form of that.
Duane Forrester
Yeah.
Mike King
But it’s not exactly what these systems are doing. Oh, I agree. My point, my point is this, like a lot of us know these concepts, but the average practitioner of SEO, the people that watch these videos, read these blog posts. They, they read all this stuff and they’re like, okay, well what do I do next?
And so then they don’t do anything different than the checklist. So yes, the knowledge, yeah, that’s fair, but it’s not actually happening because our space is just so backwards in that regard.
Myriam Jessier
It, I would say that it is happening, but we haven’t been paying attention to it. So here’s why we have done our job so well.
That search is now. Democratic, I mean, watching people go on Instagram, like community managers and social media experts explaining to me how hashtags are working. And I was looking at them for years going, you are adorable. Thank you for doing the SEO work. I don’t wanna do good for you. So it’s, it’s one of those situations where I think it’s the opposite.
People take search for granted and there’s nobody else but us going into the LLM space trying to figure this out. So it, it’s, it’s bit unusual. And when it comes to query fan out, I’ve been dealing with this as an internal search nerd forever because what do you do when people go on your own website to buy groceries and they’re typing for healthy, um, um, healthy cheap snack.
Of course you’re gonna query fan out in your own internal search engine. You need to match that expectation with your own store and with what you know about your audience, how they purchase stuff. So. I think that just certain things have caught up and are going much faster, but then there’s some stuff that is just so backwards.
Like, I am not going to recommend to clients that they remove all their JavaScript just because some crawlers from LLM are slow, inefficient, and costly. I’m sorry, I’m not here for this. So we’re No, no, I, I see you laughing and I agree. But I mean, uh, Chris Green was bringing up an example with a big e-commerce site where in the code it said, product is available and product is not available.
These were the two states available in the code. And then what do LLMs do take for granted that if it says not available, let’s ignore the available, we’re gonna say the product is not available.
Mike King
Right.
Myriam Jessier
So now we’re, we’re, we’re dealing with things that are going way too fast. And to me, it seems normal.
It’s like, Hey, weren’t we all on the same page that we have to write good content, just period for humans? And then there’s this other end where we have to figure. Okay, so Agent Agentic AI stuff, I think about in the shower, INP as a core web vital is super important now. Mm-hmm. What happens with mobile overlap?
Like if the bot is going on there and you have three popups, it’s gonna be pretty deterministic. It’s gonna go first button, I don’t care. I’m not gonna mm-hmm. Waste my time. So you are gonna end up with even weirder behaviors that you may attribute to humans going, oh, humans are getting less smart. No, they’re sending bots to do the job.
Mm-hmm. And we have to think about that as well, these new mm-hmm. Behaviors. And, um, FYI for my PPC people, yeah. INP is now something that you should get friendly with your SEO about your technical SEO because this will impact you. People are buying shoes with agents now. I know that. Um, I think it was like the SEO max, uh, waffle.
I’m so sorry for pronouncing your last name like this. I can’t German. Well, he purchased a pair of his own brand’s shoes with an agent and it’s working super well for him. I don’t know how well it’s working with everyone like Duane, I’m glad that you did not delegate the purchase of your washing machine to an agent so far.
Okay. Yeah. I don’t trust it quite well. And last but not least, no. Yeah, not quite. Tinfoil hat moment perplexity is headed by people who have a. Contract with Google. They used to be with Google Labs, and in a few years they have to return. Haven’t you noticed that some of the stuff that works well in Gemini, that they want to popularize, they will take out and put in perplexity and vice versa?
Like the check sources from Gemini is now in perplexity and there’s other stuff I see like, uh, let’s just say a walkway between the two. Mm-hmm. And when we know that Google had a few moonshots as well, would I say that, um, Google and so SEO as a whole, because they are the main driver behind that industry at the end of the day, not saying that they like it, just saying they have to deal with it.
Are they going to really lose out? I don’t think so. That clickstream I was talking about, Ooh, isn’t that useful for AI mode ads that are coming? Isn’t that a leg up on the competition? Mm-hmm. I, I can’t wait to see how it plays out.
Danny Goodwin
All right. So I wanna circle back to something we touched on a little bit earlier.
Uh, you know, if we call the, if we do call this a new marketing discipline, which is, you know, being found on AI engines, is this something that SEOs today are going to own? And do you think this will allow them to maybe get big, bigger budgets, uh, and maybe salaries too, like Mike was alluding to? So, uh, Mike, do you wanna answer that one first?
Mike King
Yeah. Mike, check 1, 2, 1, 2. Okay. Um, yeah, so. It’s my hope that they can do that because again, you’re in a space where you’ve got a lot more responsibility. You have to do this across a bigger content ecosystem rather than just your website. And again, it’s an opportunity to reframe because people associate a very high value with AI, and this is AI.
So I think if we’re smart, it is an opportunity for everyone to reframe. And the question on the name, I mean that that ship is sailed, guys. Like as soon as Andreessen Horowitz was like, this is generative engine optimization, that’s what it’s, as soon as the media starts saying, this is generative engine optimization, that’s what it is.
We can push back all we want, but it’s too late. We should have done that a year ago when this thing first popped up, rather than just saying it’s more SE. So I think that there’s an opportunity, but again, just as we generally have as SEO to begin with, it’s a huge branding problem that needs to be overcome.
Danny Goodwin
Duane, what do you think?
Duane Forrester
Yeah, um. You know, I think that, is there a chance for more budget? Yeah, I think so. Um, but you know, as we’ve seen since the pandemic budgets have been slashed, there’s been massive headcount reductions. Um, you know, people are slowing their purchasing, um, large companies still have large procurement cycles that take, you know, six months to a year to get through sometimes.
Uh, forget government, i, I if you’re gonna look at that, just, you know, plan for your kids to take over your contract because it’s, it’s a long haul with, uh, with.gov. Um, I think that, um, what we’re likely to see in this kind of interim. Timeframe is you’re gonna see a lot of people who don’t understand the space, didn’t understand SEO, but were responsible for the teams managing that work.
Um, understood it enough to listen to the team and, you know, like accept the guidance or say no to the guidance that the team gave them. Um, but, but they’re not practitioners themselves. They don’t have a deep knowledge. They’re not gonna have a deep knowledge in this space either. But they’re going to accept responsibility.
They’re gonna hire the people with the skills, they’re gonna listen to the conversations they’re gonna spend, the company’s budget. Um, I think there’s gonna be a lot of that. And I think that maybe in five years, um, we will see people with skills in those positions because it will matter to companies.
Right? Like, you know, something that Mike was talking about earlier, right? Like this decline in click volume that we’re seeing. Like I don’t see a lot of people talking about the fact that if. If we can agree that our future is built around an answer as opposed to, you know, a clickable link, for example.
Um, if we continue to see that growing and it goes in that direction, we will inevitably find ourselves trying to track a mention versus a citation versus a linked citation. And was that my phrase that was used in that answer? And how exactly do I do it right? Which kind of comes back to the tools and their ability to do these things properly.
And, you know, the viability of all of that. Um, it, it becomes kind of an ecosystem unto itself. Uh, its own arcane, um, vertical of data tracking basically. Um, I think that we’re gonna see expansion in that area. We’re going to see, unfortunately, a lot of people, um, you know, look, we got, I’m tracking 40 tools right now.
Like there’s probably gonna be another 20 in the next year. And then we’re gonna see to Barry boy, like. A metric crapton of consolidation where all of those ones and twos that made up, the companies are just gonna drift off because they never got funding. They’re just gonna walk away. They didn’t care in the first place and the whole thing dies.
Um, but until that two to three years from now, everybody’s gonna be walking around this weird kind of landscape of, well, this does this and this does that, and this does this over here, and this does this, and it’s, it’s going to be hugely messy, which means there’s opportunity for some people. And some of those people will be internal people looking to bulk up their, you know, budgets with their teams and proposing new headcounts.
And because AI is so shiny, when you start talking in that direction. Boards of directors lean in and pay attention, and C-suites start to lean in and headcounts get approved. I need a keyword researcher on my content team. No, you get no more head count. I need somebody to manage, query fan out to determine what content that we should be focusing on moving forward.
Is that related to ai? Yes. Great. Have two headcount. Like it’s this type of world that I think we’re about to see turbulence for the airplane, right? It’s gonna be a lot of it over the next couple years.
Myriam Jessier
You wanna talk about messy? I wanna complain about something. My work is being attributed to another SEO called MIM because some person took a YouTube transcript of one of my talks.
Yeah. And because my name is not spelled with a Y, it automatically assumed that because I’m talking about local SEO, well who’s the other MI that’s known for local SEO. And all of a sudden my entire. Life. Like my Hawaii references, my Jewish background. All of that is attributed to that poor woman out there.
And in lms. I’ve been working hard and the agency that published that slop, it’s literally, I slop
Myriam Jessier
Has not changed it. And the efforts I’ve had to do to fix that, I mean, I, I dug into this and that’s why I say like it, like LLMs do need to grow up because the ai Oh yeah. Brand semantic drift is Yeah.
Off the walls. It’s not just one thing. You have like factual drift, you have intent drift, you have the drift of people on Reddit, memeing your brand, you have narrative collapse, like all of these things. Are going to be something we have to deal with and we’re gonna have panicked brands coming and going.
Clean that up. No, I can’t just bury the body in page two of Google search results. Now you have content debt.
Barry Schwartz
It’s funny, it’s a, it’s funny because I have people coming to me and saying, you know, this is what I, this is what some topic, what could be anything, like what’s the best washer and dryer to buy?
Or whatever it is. And then this, this is the answer from Chatt PT and I’m gonna go with it. I’m like, it’s, you’re like, it’s like, first of all, on our topic, I know about SEO O they ask this question that I know about, which is only SEO. Um, I’ll be like, that’s wrong. And it’s just outright wrong. Yeah. And it’s like talking to a really confident friend who thinks they know everything, but they know nothing.
Yeah.
Mike King
Drunk and that’s what confident. Yeah, but they’re gonna
Barry Schwartz
get better. But at this time, it’s like, you
Mike King
mean it’s like talking to SEOs?
Barry Schwartz
Exactly. Uh, but you know what I’m saying? It’s like you have that one friend that really knows everything. Yeah. And they act like they know everything and they’re so confident about it.
That’s what it’s like asking these chat GPTs and these ai, and they’re getting better. Mm-hmm. Um, but then optimizing for that, like they could run out, you know, chat. GBT came with a new model last week, it’s brand new. And they had to like, they, we were getting rid of all the other old models and they’re like, right.
And everybody’s fighting and like, we want the old models back. We don’t like the new models. We want the old models back. Yeah. It’s, it’s, it’s, we’re in a really exciting space. It will get really, really good. And the AI will, we’re not gonna have to hire anybody, Duane. It’s just the AI’s gonna do it all for us.
Duane Forrester
yeah. So, you know, it’s funny you say that Barry, and like half joke, half truth, right? Yeah. Where, where like, like I, if, if you’d have talked to me like nine months ago, I would’ve been telling you we gotta be careful with Chachi BT five, because it’s probably gonna be capable of doing a lot of work that SEOs do.
And like it’ll get there. Right. And so I believe in that, but now that it’ll live through a bunch of cycles. The hockey stick is further away, right? That moment where it ramps up and it becomes a truly utility-based trustable asset, we are not there and, and I just like, we will get there. I believe that, but boy oh boy, you need human in the loop now more than ever.
Right? Miriam’s example is like critical for this, right? I mean, anything at all. I do a lot of writing and I put my writing into these systems and I say, find the facts that are incorrect. Find examples of backup, this statement. Go do this, go do that. I asked chat GBT the other night, and this is on 5.0. I asked it, I have a YouTube channel, it’s got nothing to do with SEO.
And I said, Hey, you know what I’d like is I’d like a ten second bumper that I can add a video that I can add to the beginning of every one of my videos. Kinda like an opening reel, right? Can you do that? Oh yeah. No problem. About 18 hours into the project, I asked it, can you actually make this video? And it assured me it could make the video.
The problem was uploading it. Now Dropbox wasn’t working. Google Drive wasn’t working, all these things weren’t working. So after about another hour, I said to it, are you lying to me? And it said, well that depends. And I’m like, what? Uh, there is no version of this answer that should start with that depends coming from you.
And then it went on to it. It went on to explain how it was working on everything I asked theoretically as a simulation in the background. And it was not capable of building a video interfacing with any of these third party systems or doing any of the work that I thought we were doing that it kept telling me we were doing.
And, and then it just went on to like apologize a bunch of times and whatever else. Right. And I’m just like. Okay. Object lesson, right? Like this is, you see
Mike King
Canadian
Duane Forrester
God, dude. I dunno. Right? Like, like I get, you know what? I can find it. I’ll ask it about maple syrup. I know this. So, so like, I’ll dig in deep on it.
But, but the point is like, like you cannot, every single word has to be vetted. Every single concept has to be vetted because the basic concepts, like if I ask about my king in relation to an article, I’m assuming there’s no other, my king in this industry that is well known as the My king I know. And therefore my reference is solid.
And it turns out that there’s like two other Mike Kings in America. One’s a real estate agent and one’s this, and, and then the system just conflates those Mike Kings with my reference in SEO. And it gives me a link to someone’s company that has nothing to do with the topic. And I’m like, geez, you know, this creates more work than it fixes.
And so that’s like the reality I tell people, it’s like you are working with a genius level 7-year-old who has access to humanity’s knowledge, but is so interested in saying yes to you that they will lie and not necessarily care about the lie, so that you, you’re constantly needing to be on top of it.
We’re not there yet. And it kind of makes me think, and it kind of makes me wonder, look, the money that’s being poured into these tools, you are building your tool on the backbone of Chachi PT that API call into their system using their logic to come up with an answer to this admittedly very narrowly focused questions.
Okay. And I think we can all agree that if you can narrowly focus in AI on narrow data, the hallucinations dropped precipitously. Like it gets very accurate and it’s really good. Okay. But are the tools that narrow? Is the training set that focused versus what the customer’s asking for? I don’t know if we’re there yet.
So my fear is that we’re seeing a lot of money thrown into these systems and we’re gonna find ourselves like kind of hitting the edges of the envelope really quick. And a lot of customers who are paying on a monthly basis or an annual basis are gonna back away when they get stung a couple times and they’re like, oh, the data told me this and I made this decision.
The decision you made was dollars, cents and resources and it was made on data. You have no way to really validate or that you just trusted and didn’t validate. So I, you know, this is, this is like a hugely problematic layer. I think that’s there. And we have a lot of people taking shortcuts right now. We see it already.
We know it.
Danny Goodwin
Alright, I’m gonna move on because we are rapidly running outta time. I’d love if I could get kind of maybe a quick tip from each one of you. How can the people watching adapt as AI search continues to evolve? Or any new skills that we need in the next era of search. Barry, I’ll throw it to you first.
Barry Schwartz
Um, yeah, I’ll just repeat what I said. You know, branding, which is, yeah. And then, uh, I would look into all the new stuff around Ntic, experiences, agents and so forth. Play with it a lot. It’s new, but play with it. All right, Myriam.
Myriam Jessier
I actually have more than one tip. I always have more than one tip. So number one, you don’t need to be technical.
Just disable the JavaScript and see if the important stuff is still there. I could nuance this. If you’re a technical SEO, let’s go talk. That’s fine. But if you are just trying to survive out there, disable the JavaScript and see if all the real information you need on there is on there, like the price of your product, for example.
The second tip is you’re not happy with the output you get in an LLM for your brand. Click the thumbs down button and give some feedback as to why it’s bad. I know, I know it sounds completely just, you’re wasting your time, but I believe that Chad GPT stopped. Working, like speaking in Croatian, because Croatians, unlike Americans, are not positive.
They were like, you are crap. It got so overwhelmed. I was like, I don’t wanna speak anymore. Okay. I just don’t do it anymore. And the third tip that I have is go on perplexity.ai and select, because you can do that. The Reddit, the social search, disabled the web. Just look for Reddit and check what people are saying about your brand because that stuff is getting eaten up.
Like beyond that in social. I love the fact that Biba a huge financial group. Their logo, if you ask, Hey, who is this brand? They will go pull from bird logos, volume one on Pinterest from some dude named Marco or whatever. Pay attention to social. It does some weird stuff. So go on perplexity and check it out.
Danny Goodwin
Duane, your tip or tips?
Duane Forrester
Okay. Um, I’m gonna keep this one pretty simple and I’m, I’m hoping a lot of folks are already doing this. Um, you should be using the major, um, models in all of the systems. Um, my preference would be that you have a paid account, even at the lowest level of paid. Um, however, I’m not gonna spend your money.
You know, you, you could go in with the free ones. ’cause what you’re gonna do here, start with your query fano. Create a whole bunch of actual prompts that are related to your company, a hundred, 200. Run those daily, weekly, monthly, through the system. Track the results that you’re seeing with dates. Make a matrix for yourself of where you’re showing.
Then start applying all of this logic that Barry and Miriam have shared, and I’m pretty sure the genius that Mike is gonna add here. Start applying it to what you are seeing as the actual outputs. I am not aware of a tool that does this for you on mass. Currently. It may be out there and I simply haven’t found it yet.
That’s fine, but you have to have this view. You have to see what’s happening in these systems. You already have tools that’ll do that in traditional SEO and the regular engines. You need to create your own version and these new systems. It’s a really, really important view for your company.
Danny Goodwin
All right, Mike, you get the final word.
Mike King
All right, I got three thoughts. One, SEOs, you need to demand more, demand more from your tools, demand more for what the work is that you’re doing. You’ve been the janitor for the web, for Google for the last 20 years. Like you deserve more. Um, and also you gotta demand more from yourselves. ’cause again, there’s so much that’s happening in this space that you need to learn the nuances of difference.
Like if you don’t understand what a vector embedding is, and you don’t really know what you’re doing in this space right now because everything operates on that. Next thing is, um, embrace omnichannel content strategy. Again, it’s not just about what’s on your website, it’s what’s across your ecosystem.
So you need to be thinking about what are we doing in Reddit? What are we doing on YouTube? What are we doing on LinkedIn Pulse? ’cause for whatever reason, you publish something there and then you’re in an AI overview, right? Like overnight. And then my last thought is really on measurement, especially if you work at the enterprise, like that is the first.
Thing that needs to be solved. I think Duane wrote a great blog post on this that you can check out on his substack. But the way I I break it down is in the three different buckets. So you have your input metrics, that’s things like, um, you know, your passage. Relevance for the queries. Queries and the, the fan out matrix, what have you.
Also bot activity. Also the classic rankings ’cause they’re all inputs there. Then you’ve got your channel metrics. Those are the sorts of things that you get from profound. And for the record, from my perspective, profound is the only tool. There’s 40 tools out there, but none of them are as good as profound and profound.
Has the lead on collecting the, um, the clickstream data as well. As far as I know, like few of those other tools have clickstream data. And the last bucket gonna your, um. Performance. And that’s not, not any different from what it’s, that you already look at. That’s like, okay, how many people come to your website from this channel?
And then what do they ultimately do? So traffic, conversions, things like that. But the main thing to know is that there’s no connective tissue between there, there is no Google search console for uh, GPT and so on. So the best you’re gonna be able to get, at least in the short term, is gonna be that clickstream stop.
So yeah, those are my three tips.
Danny Goodwin
All right, well, this has been an absolutely amazing conversation, but we’ve got to end it there. Thanks to Mike king, Duane Forrester, Myriam Jessier, and Barry Schwartz. Uh, and as a reminder, SMX Next is coming November 18th to 19th, and of course, we’ll be continuing to dig deeper into the future of AI search and where we’re heading next.
https://i0.wp.com/dubadosolutions.com/wp-content/uploads/2025/08/seo-geo-aio-search-engine-land-live-o9cBjK.jpg?fit=1920%2C1080&ssl=110801920http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-08-11 19:30:002025-08-11 19:30:00What’s next for SEO in the generative AI era
Another month, another avalanche of platform updates and game-changing industry developments.
Not all the updates will move the needle for your business, but some absolutely will. That’s why I cut through the noise to bring you the changes that actually matter for marketers and agencies.
These 20 trends from July 2025 are reshaping how we think about visibility, attribution, and growth. Let’s take a closer look.
Key Takeaways
Search is evolving fast: AI citations favor high-traffic sites, while Google adds audio responses and Instagram posts show up in search results.
Attribution is getting better: Meta restores advanced mobile tracking, while Apple now indexes screenshot text for app store optimization (ASO).
Automation is winning: Manual campaigns are dying as platforms push AI-driven optimization.
Trust drives B2B: LinkedIn data shows 94 percent of marketers rank trust as the top driver of brand success.
Video dominates everywhere: From Instagram Trial Reels to connected TV partnerships, video content rules.
Download the full roundup report for July 2025 at the NP Digital website.
Search and AI Evolution
The search world is transforming faster than most marketers can keep up. Here’s what’s changing and why it matters.
High-Traffic Sites Get More AI Citations
What happened: Ahrefs analyzed mention share versus website traffic and found something crucial. Higher-traffic websites get cited more frequently in AI-generated responses. This creates a powerful feedback loop where traffic attracts more traffic through AI mentions.
Why it matters: We’re seeing the birth of a new authority signal. AI platforms like ChatGPT, Perplexity, and Gemini are moving beyond content quality, favoring sources that already get traffic and engagement. If you’re not driving consistent traffic, you’re essentially invisible to AI systems that millions of people use daily.
What to do:
Prioritize strategies that grow traffic holistically across all channels.
Track brand mentions in AI platforms as a new key performance indicator (KPI) alongside traditional search rankings.
Repurpose your highest-traffic content across multiple formats and platforms.
Build out topic clusters around your most successful content themes.
Google Adds Audio Search Responses
What happened: Google launched “Audio Overviews”—AI-generated spoken responses that sound like podcast conversations between two voices. One explains the topic, while the other asks clarifying questions, making complex information more digestible.
Why it matters: Don’t confuse this with text-to-speech. It’s a fundamental shift toward conversational search experiences. Users can now get rich, contextual answers without reading a single word. For content creators, this means your content needs to work in multiple formats.
What to do:
Write with conversation in mind, using natural language and clear explanations.
Structure content with clear Q&A sections that can be easily extracted.
Optimize for featured snippets, as these often feed AI Overview systems.
Test how your key topics sound when read aloud, and adjust accordingly.
Instagram Posts Show Up in Google Search
What happened: Starting July 10, Instagram began allowing search engines to index public content from professional accounts. Your Instagram posts can now appear in Google search results, extending reach beyond Instagram’s internal algorithm.
Why it matters: Social media keeps developing as an SEO channel. This bridges the gap between social engagement and search visibility, giving brands a new way to rank for competitive keywords through social content.
Use keyword-rich captions that would make sense in search results.
Create carousel posts that provide substantial value and context.
Consider Instagram posts as part of your broader content distribution strategy.
Google’s Search Updates Continues
What happened: Google initiated its second core update of 2025 in June, with effects still rolling out. Early data suggests this update coincides with changes to Google’s Gemini AI models, affecting both traditional rankings and AI Overview visibility.
Why it matters: Core updates assess long-term content quality, and this one seems particularly focused on how content performs in AI-driven features. Sites optimized only for traditional search may see fluctuations.
What to do:
Monitor your AI Overview visibility alongside traditional rankings.
Focus on E-E-A-T principles: experience, expertise, authoritativeness, and trustworthiness.
Avoid making reactive changes to short-term ranking fluctuations.
Double down on creating genuinely helpful, user-centric content.
Link Building Gets Smarter in 2025
What happened: Search Engine Land outlined 12 critical link-building best practices for 2025, emphasizing that volume-based backlink strategies are deadweight. The new approach focuses on quality over quantity, contextual relevance, and unlinked brand mentions over raw domain authority. Why it matters: Link building used to be a numbers game. Now it’s about authority and authenticity. With AI search gaining popularity, the focus has shifted from “who links to you” to “why they link to you” and whether those links enhance your reputation across multiple discovery platforms.
What to do:
Shift from volume-based outreach to relationship-driven link building.
Focus on unlinked mention outreach to convert brand citations into backlinks.
Build editorial partnerships with industry-aligned publications and thought leaders.
Create content that naturally earns links through genuine value and shareability.
Treat link building as an ongoing authority-building strategy, not a one-time project.
Paid Advertising Evolution
Advertising is getting more sophisticated, with better attribution and expanded inventory. Here’s what’s changing.
Amazon and Roku Transform Connected TV
What happened: Amazon DSP now integrates Roku’s connected TV inventory, giving advertisers access to approximately 80 million U.S. households, over 80 percent of the connected TV (CTV) market. Early tests show a 40 percent increase in unique viewer reach and a 30 percent reduction in ad repetition. Why it matters: This partnership creates the largest CTV advertising platform in the U.S., combining Amazon’s rich consumer data with Roku’s massive reach. For the first time, brands can use actual shopping behavior to target audiences across major streaming platforms.
What to do:
Evaluate your current CTV strategy and consider expanding into this unified platform.
Use Amazon’s shopping signals to create more precise audience segments.
Develop creative specifically for the combined Prime Video and Roku audience.
Track unique reach metrics to optimize for audience expansion and not just frequency.
Meta Restores Advanced Mobile Measurement
What happened: Meta re-enabled Advanced Mobile Measurement (AMM), allowing opted-in advertisers to access device-level attribution data. Starting July 21, Meta’s “Engaged Views” count like clicks in attribution models, aligning with other advertising platforms.
Why it matters: Mobile marketers finally have the granular data they’ve been missing. With device-level attribution and better understanding of user journeys, campaign optimization becomes significantly more precise.
What to do:
Opt into Meta’s AMM by accepting the terms (requires admin access).
Integrate with your mobile measurement partner (MMP) for unified reporting.
Start optimizing for Engaged Views as meaningful conversion signals.
Use device-level data to identify highest-value user segments.
Meta Phases Out Manual Campaigns
What happened: Meta is rebranding Advantage+ Shopping to Advantage+ Sales, consolidating sales, app, and lead campaigns into one automated format. Manual campaign setup is being phased out, though some targeting controls remain.
Why it matters: This signals Meta’s complete shift toward AI-driven advertising. Manual bid management and granular targeting controls are becoming obsolete as they’re replaced by machine learning optimization.
What to do:
Transition existing manual campaigns to the Advantage+ format.
Focus optimization efforts on creative quality and audience signals rather than manual controls.
Use broad targeting to unlock the full benefits of Meta’s AI.
Monitor performance closely during the transition and adjust creative accordingly.
Amazon Prime Day Doubles Down
What happened: Prime Day 2025 extended to four days (July 8-11), doubling its usual length. New deals dropped every five minutes, giving brands more time to optimize but potentially diluting urgency.
Why it matters: If Amazon sticks with this four-day model, the extended window allows for real-time campaign optimization and better inventory management, but brands need to maintain momentum across four days instead of creating a two-day sprint.
What to do:
Implement hourly performance reviews and budget reallocation.
Prepare multiple creative assets to refresh messaging throughout the event.
Set different KPIs for each day to maintain focus and urgency.
Use the extended timeframe for better attribution analysis.
Social Media and Content Strategy
Social platforms are evolving into search engines, discovery platforms, and attribution tools rolled into one. Here’s how to adapt.
Sephora Succeeds With Experiential Marketing
What happened: Sephora launched its “Delivered to Beauty” campaign, offering $20 Lyft credits to bring customers to select stores during July 7-10. The initiative included in-store activations like giveaways and makeup demos, blending digital engagement with physical experiences.
Why it matters: This shows how experiential marketing can bridge online buzz and in-store traffic. Strategic brand partnerships can unlock new audiences and create unexpected touchpoints in the customer journey, but only when supported by solid digital infrastructure.
What to do:
Plan experiential campaigns with digital amplification in mind from day one.
Create optimized landing pages and campaign-aligned content for every activation.
Use local SEO tactics to capture search traffic during events.
Measure both foot traffic and digital engagement to calculate true ROI.
Instagram Trial Reels Show Results
What happened: Instagram’s Trial Reels feature lets creators test content with non-followers before posting to their main feed. Data shows 40 percent of creators using Trial Reels post more frequently, with 80 percent seeing increased reach among non-followers.
Why it matters: This is like A/B testing but for social algorithms. Instead of guessing what will perform, creators can get real feedback from fresh audiences within 24 hours.
What to do:
Use up to 20 Trial Reels daily to test different content formats and topics.
Track engagement patterns to identify what drives reach beyond your existing audience.
Convert successful trials into regular posts and build content calendars around proven winners.
Include Trial Reel performance in your social media reporting.
Pinterest Boosts Visual Search
What happened: Pinterest released new guidance for brands to align their content with AI-powered visual search trends. Key recommendations include updated catalogs, lifestyle imagery, and Performance+ targeting for broader reach.
Why it matters: With 570 million monthly active users, Pinterest remains an underutilized search channel for many brands. These updates make it easier to appear in visual searches without manual keyword optimization.
What to do:
Audit existing Pinterest catalogs for accuracy and completeness.
Test lifestyle imagery alongside product shots to increase discovery.
Enable Performance+ targeting to expand reach beyond manual audience selection.
Treat Pinterest as part of your omnichannel search strategy (not just social media).
LinkedIn Emphasizes Business Influencers
What happened: LinkedIn released a 22-page guide highlighting the power of B2B creators and influencer partnerships. It shows that B2B buyers actively seek out creator content as trusted resources throughout their purchasing journey.
Why it matters: B2B influence goes beyond follower counts to credibility and industry expertise. Decision-makers trust individual voices more than brand messaging in complex B2B purchases.
What to do:
Identify industry-specific creators who resonate with your target audience.
Focus on value-driven content that addresses real buyer needs and challenges.
Use video and thought leadership formats to amplify reach and engagement.
Measure influence through pipeline impact, not just engagement metrics.
Platforms and Technical Updates
Behind-the-scenes changes are set to affect how your content gets discovered and measured.
Apple Indexes Screenshot Copy
What happened: Apple now uses visible text in App Store screenshot captions as searchable metadata. This means your visual assets directly impact search rankings and app discovery.
Why it matters: Screenshot captions were previously just conversion tools. Now, they’re discovery tools. Apps can rank for keywords included in their visual content, expanding ASO beyond traditional metadata fields.
What to do:
Add relevant keywords to screenshot captions while maintaining conversion focus.
Avoid duplicating keywords across metadata fields, but strategically repeat key terms.
Use captions to reinforce core product benefits and use cases.
Track keyword performance changes after implementing caption optimization.
Cloudflare Blocks AI Crawlers by Default
What happened: New Cloudflare users (representing about 20 percent of the internet) must now explicitly opt in to allow AI crawlers to access their websites for content scraping and model training.
Why it matters: Millions of websites could be excluded from AI search results and language model training unless they take action. This creates a potential visibility gap for brands that don’t adjust their settings.
What to do:
Review your Cloudflare settings and enable AI crawler access if you want AI visibility.
Consider the trade-offs between content protection and AI platform inclusion.
Monitor AI citation tracking (like Ubersuggest’s upcoming feature) to measure impact.
Treat this like submitting sitemaps to search engines. You’re telling AI platforms what to crawl.
B2B and Trust Building
B2B marketing is shifting toward relationship-building and credibility over pure lead generation.
LinkedIn Data: Trust Drives B2B Success
What happened: LinkedIn’s latest research shows 93.7 percent of B2B marketers say trust is the top factor for brand success. Customer recommendations outrank product features as purchase drivers.
Why it matters: With AI-generated content and automated outreach rising in popularity, authentic human validation becomes the ultimate differentiator. Trust has gone from a “nice to have” to a competitive necessity.
What to do:
Prioritize collecting and amplifying authentic customer testimonials.
Integrate social proof into every stage of your content funnel.
Use customer success stories in sales presentations vs. just in marketing materials.
Evaluate your brand messaging to ensure it conveys credibility at every touchpoint.
Ubersuggest Gets AI Search Optimization
What happened: Ubersuggest is rolling out AI Search Optimization reporting in beta, tracking brand mentions and citations across ChatGPT, Perplexity, Gemini, and other AI platforms. The tool monitors visibility, sentiment, and competitive positioning in AI-generated responses.
Why it matters: This addresses a massive blind spot for marketers. You can optimize for Google rankings all day, but if you’re invisible in AI platforms handling billions of queries, you’re missing huge opportunities. This is the first major tool to treat AI visibility as a measurable, trackable metric.
What to do:
Audit your current brand mentions across AI platforms manually until the tool launches.
Start optimizing content for AI Overview inclusion using structured data and clear answers.
Track competitors’ AI citations to identify content gaps and opportunities.
Looking Ahead: What This Means for Marketers
These updates share a common thread: The marketing world is becoming more sophisticated, more automated, and more focused on authentic value.
The search-everywhere reality is here. Your content needs to perform across Google, Instagram, AI platforms, and voice interfaces. SEO now means search everywhere optimization.
Attribution is getting better, but complexity is increasing. With Meta’s restored mobile measurement and Apple’s expanded ASO signals, you have more data, but you need better systems to make sense of it.
AI is becoming the default. From Meta’s automated campaigns to Google’s audio responses, machine learning is handling more of the heavy lifting. Your job is shifting from manual optimization to strategic input.
Trust and relationships matter more than ever. With automated content and AI-generated responses on the rise, human credibility becomes the ultimate competitive advantage.
The brands that win in this environment won’t be the ones with the biggest budgets or the most sophisticated tools. They’ll be the ones that adapt quickly, test constantly, and focus on creating genuine value across every platform that matters.
Ready to put these insights to work? Let’s talk about how we can help you navigate these changes.
http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png00http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-08-07 19:00:002025-08-07 19:00:00July 2025 Digital Marketing Roundup: What Changed and What You Should Do About It
LLMs like ChatGPT and Gemini are quickly becoming the first place people turn when researching brands, products, and services.
But most companies have no idea how they’re actually showing up.
That’s a huge blind spot — especially as AI-generated answers start shaping what people believe about your brand before they ever hit your site.
At Backlinko, we’ve already seen the shift.
Hundreds of thousands of visitors per month still come from organic search…
But LLM-driven traffic is up 800% year-over-year. And accelerating.
That’s why tracking your visibility in AI search matters. Because it’s not just about traffic anymore — it’s about presence, perception, and positioning.
So: what tools can actually help you do that?
I’ve tested more than a dozen. These are the five that stand out. The ones I trust right now for speed, scale, and signal.
Some are scrappy startups. Others are built for enterprise.
But every tool on this list does one thing well:
They help you see how your brand shows up in ChatGPT, Gemini, Perplexity, Claude, and more.
Let’s break them down.
What to Look For in an LLM Tracking Tool
A lot of LLM tracking tools look impressive at first glance.
But once you dig in, many fall short — either because they’re built on a shaky foundation, limited scraping technology, or generic dashboards that miss what actually matters.
Here’s what to consider:
Real scale: Thousands of prompts. From the UI, not just the APIs. Otherwise, you miss key results (like tables and maps).
Multi-engine coverage: ChatGPT is table stakes. Top tools also track Google AI Mode, AI Overviews, Perplexity, Claude, and Copilot.
Actionable insights: Breakdowns by model, topic, sentiment. Bonus if it flags missed opportunities and quick wins.
Roadmap momentum: Is the team shipping fast? If not, skip it.
Global support: Need multi-language prompts or market-level insights? Not all tools can do it.
Enterprise-ready: Solid support. Clean data policies. And a team that’s leading the space, not chasing it.
1. Semrush AIO
Semrush AIO isn’t like the other tools on this list.
Yes, it’s on the more expensive side.
But I also think it’s the most complete product on the market right now for tracking your brand across LLMs.
Why?
Because Semrush has something most others don’t: infrastructure and scale.
They’ve spent over a decade building one of the most robust search visibility platforms, and now they’re applying that to AI.
My favorite feature is the Competitor Rankings and Market Analysis. Once you have your prompts, and categories, dialed in, you can really get a detailed look at your visibility across all (or each individual) LLM that you track.
And then you can really start honing your strategy by focusing on the top-performing Source Domains and specific URLs.
Semrush AI SEO Toolkit starts at $99/month per domain. It gives you a solid snapshot of how your brand shows up in AI responses — great for just getting started.
LLMs Covered
ChatGPT, Google AI Overviews, Gemini, Claude, Grok, Perplexity, Deepseek
Key Capabilities
Real-time brand, product, and concept tracking
Quote-level visibility and sentiment scoring
Share of Voice metrics across platforms
Platform-by-platform performance insights
Workflow automation and optimization guidance
Deep integrations with Semrush’s core platform for multi-channel visibility
2. Profound
Profound is one of the more interesting new companies in the space right now.
They launched in 2024 and in June 2025 raised a $20M seed round to go all-in on AI search.
The product looks great. It feels fast. And they’re shipping like crazy.
Prompt-level insights, platform-by-platform visibility, real crawl logs. There’s a lot to like.
But one thing to watch: Profound is still new.
They don’t have the infrastructure or track record of the bigger players (yet).
So while the pace of innovation is impressive, the long-term durability is something to keep in mind.
Plans & Pricing
Starts at $499/month for 200 prompts. Enterprise plans available.
LLMs Covered
Lite plan includes: ChatGPT, Perplexity, Google AI Overviews, Microsoft Copilot. Enterprise plan includes Google AI Mode. And more on the horizon.
Visibility and Share of Voice by topic, region, and platform
Citation analysis with URLs, domains, and page-level stats
Real-time LLM crawl and citation logs
Conversation Explorer with topic-level ChatGPT demand
“Actions” workspace for optimizing slugs, content, and targeting
3. ZipTie.Dev
ZipTie is one of the simplest tools on this list, and that’s exactly why it works.
There’s no bloat, no complex setup, and no sales process. You just plug in your brand and get visibility across ChatGPT, Perplexity, and Google’s AI Overviews.
It’s not built for teams that want deep prompt logic or workflow integrations.
But if you want fast answers, clean dashboards, and a dead-simple way to check how your brand is showing up in AI search, ZipTie gets the job done.
Great for early-stage teams or solo operators who want signal without complexity.
Plans & Pricing
Starts at $99/month (Basic plan with 400 AI search checks)
LLMs Covered
ChatGPT, Perplexity, Google AI Overviews
Key Capabilities
Tracks brand presence across top AI search engines
Provides visibility and citation data in one view
Includes prompt-based monitoring with simple tagging
Export-friendly dashboard and fast onboarding
Basic UI with just the essentials
4. Peec AI
Peec AI is one of the newest players in the LLM tracking space, founded in 2025 and backed by a €5.2M seed round.
The platform is built to monitor brand visibility and sentiment across major AI search engines while keeping the interface simple and focused.
You can track your active prompts:
And the top performing sources, to guide your strategy:
Modular pricing for expanding LLM coverage without overpaying
5. Gumshoe.AI
Gumshoe AI is in public beta — no clear pricing or enterprise polish yet.
But its approach? I’m super interested.
Unlike tools that start with prompts, Gumshoe starts with personas.
You define your audience — their roles, goals, and pain points — and Gumshoe reverse-engineers the kinds of prompts they’re likely to ask across AI chat tools.
The project setup flow is what really stands out.
You start by verifying your brand positioning. Then you choose one analysis focus area — usually your clearest product or service.
From there, Gumshoe builds a list of rich, realistic target personas. Not fluffy archetypes like “SaaS Sally” or “Paul the Plumber” — actual roles with meaningful intent.
Then it generates detailed, relevant prompts based on those personas and associated topic clusters.
This is (early-stage) structured AI search research, tied directly to how your audience thinks and searches.
Plans & Pricing
None announced yet.
LLMs Covered
Perplexity AI Sonar, Google Gemini 2.5 Flash, OpenAI 4o Mini, Anthropic Claude 3.5
Key Capabilities
Persona-based prompt generation and tracking
Visibility scoring by persona, topic, and LLM
Citation source tracking across answers
Topic visibility matrix for how your brand is mentioned by each persona for a given topic
Whichever Tool You Choose, Just Start Tracking
Whether you’re measuring it or not, users are discovering your competitors through AI interactions. So, it’s a good idea to have your finger on the pulse.
To get started, pick one tool, add 3-5 competitors, and track 10+ prompts about your products/services for 30 days. You’ll start seeing where you have opportunities.
Don’t expect overnight changes. This is like early-stage SEO — you’re building a foundation for long-term authority.
Once you have the data, what do you do next? Take a look at our guide on Generative Engine Optimization. We show you how to influence how LLMs mention and cite your brand.
http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png00http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-08-07 16:34:452025-08-07 16:34:455 LLM Visibility Tools to Track Your Brand in AI Search (2025)
Clicks: +7.8%
CPC: -8.3%
