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Search has always used basic personalization like location, language, and recent history. But now, Google does not just react to the words you type; the system builds a profile of your habits to change what you see before you search. This is a fundamental change in how search works. Google is building a system to […]
Google’s John Mueller and Martin Splitt talked about LLMs.txt and markdown, with Mueller offering a surprising fact about the original purpose of LLMs.txt and also explaining why the proposed standards are have severe shortcomings. What Discovery Is And Why It Matters In the context of information retrieval (search), discovery is about a search engine discovering […]
For the past couple of years, one of the most reliable ways to influence AI search answers has been the self-promotional listicle: a “best X software” article published by a brand that, unsurprisingly, ranks itself first. It worked because it exploited a content gap — most companies were too self-conscious to publish something that openly […]
This post was sponsored by Expert Callers. The opinions expressed in this article are the sponsor’s own. Why did my inbound traffic drop suddenly? Are B2B leads dropping everywhere? Is AI Overviews hurting B2B leads? For two decades, the logic was simple: more traffic meant more leads, more leads meant more revenue. In 2026, that logic […]
The UK’s Competition and Markets Authority has introduced two new conduct requirements for Google’s general search services, one covering how organic results are ranked and another covering search data portability. Under the fair ranking requirement, Google must rank organic results using objective and non-discriminatory criteria, including in AI Overviews, but not sponsored results. It also […]
No matter what their goal-based starting point, SEO, PPC, and content teams often work with different priorities and from different inputs. Channel and content resource work separation isn’t new, but the pressure has increased as search results have become even more complex. Depending on the query, Google can include AI Overviews, text ads, shopping results, […]
Google updated its guidance on Generative AI SEO to lighten up on its previous guidance that discouraged the use of LLMs.txt and other forms of markup and markdown. The new guidance strikes a more balanced tone that acknowledges there are AI search surfaces other than Google’s that users may want to optimize for. LLMs.txt Guidance […]
If you run a small merchant business and you have been searching for “agentic commerce protocol specification for small merchants,” you are looking for the wrong document. The right answer lives in your platform admin panel rather than in the spec. Agentic commerce protocols, ACP from OpenAI and Stripe, and UCP from Google and Shopify, […]
TL;DR: I ran a small experiment to try and get some insight into whether large language models actually parse schema markup or are just nodding politely in its direction. I put a fake company address (inside beautifully invalid JSON-LD, on a page about ducks) into the head of an HTML document, mentioned no address anywhere […]
On a recent Search Off the Record podcast, hosts John Mueller and Martin Splitt pushed back on the idea promoted by AI SEOs that stripped-down, content-only versions are a better way to optimize for AI Search. They made the case that all the things AI SEOs want to remove are actually useful for ranking. Non-Content […]