Google says the new SEO is just SEO.
An industry has grown up around optimising for AI answers. In May, Google published a guide contradicting much of it — and independent studies of 437,000 sites now agree.
Read perspectiveThoughts to move you forward.
Perspectives on building distinctive brands, useful digital experiences and more thoughtful growth.
What the AI Overview data actually shows.
Independent studies agree that AI Overviews suppress clicks. They disagree, importantly, about how much — and the disagreement is more useful than either headline figure.
Read perspectiveGoogle will tell you if AI cited you. Not if anyone came.
Search Console now reports impressions inside AI features. The click data that would make those impressions meaningful is absent — and that absence is about to shape a lot of monthly reports.
Read perspectiveHow to become the source an AI quotes.
Research across more than a million data points finds that AI systems cite what other people publish about a company far more readily than what the company publishes about itself.
Read perspectiveThe brand metric that moves before your sales do.
Share of search is free, public and available weekly. Studies across twelve categories suggest it anticipates market share by two to four quarters.
Read perspectiveBig brands get quoted by AI. Small ones do not.
A finding buried in the AI citation research has an awkward implication for how marketing budgets are split: brand building has become a technical search variable.
Read perspectiveYour About page stopped being decoration.
Machines now assemble a description of a company from whatever they can find. Contradictory business information produces a contradictory description — or none at all.
Read perspectiveOrganic reach in 2026, platform by platform.
The decline is no longer gradual and it is no longer uniform. The numbers now determine which platforms still repay unpaid effort — and which are a hobby.
Read perspectiveYour company page is invisible. Your colleague is not.
On LinkedIn, the same content reaches several times more people from a personal profile than from a company account. That gap is a strategy, not a quirk.
Read perspectiveIn Bangladesh, the storefront is a Messenger thread.
A four-billion-dollar e-commerce market is being served largely through social platforms and conversation, not through checkout pages — and the imported playbook does not fit it.
Read perspectivePerformance marketing starts with better questions.
A campaign can look healthy in-platform and still miss the business goal. A better starting point is to decide what success means before choosing a channel.
Read perspectiveA stronger brand begins with a clear position.
Before the logo, the launch or the next campaign, there is a simpler question: why should someone choose you?
Read perspectiveBe the answer. Not just another search result.
Search experiences are changing. The foundations of a useful website still matter: original expertise, accessible pages and clear answers to real questions.
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