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For this week’s Ask An SEO, the question asked was: “From a technical standpoint, what does ‘entity optimization’ actually mean beyond adding schema?” To answer this, first of all, let’s establish, in information retrieval, that an entity is a uniquely identifiable “thing” that exists independently of the words used to describe it. Entity optimization is […]
When AI arrived in the marketing mainstream, it was accompanied by a persistent and scary narrative: The machines are coming for our jobs. On the surface, those fears might appear well-founded. According to the Content Marketing Institute, 43% of surveyed marketers said their organization had laid off marketing employees within the last year – a […]
Websites used to have two kinds of visitors: people and crawlers. Now there is a third, and it behaves like neither. An AI agent reads a page the way a search bot does, then acts on it the way a paying customer does — filling forms, comparing prices, completing checkout, booking an appointment. That combination […]
Google is beginning to test two new Search Console features. One is a toggle that lets you control whether your site appears in generative AI Search features. The other is dedicated performance reports showing when URLs from a site appear in generative AI features across Search and Discover. Both features are rolling out to a […]
Microsoft announced Web IQ, a set of grounding APIs that let AI agents pull information from Bing’s search index. The company calls Web IQ “a search engine for AI systems.” Where Bing helps people find web pages, Web IQ helps AI agents find information they can use while reasoning through a task. See also: where […]
A SISTRIX analysis of 3.8 million German-language ChatGPT responses found that citation patterns changed after ChatGPT began implementing GPT-5.5. The analysis, published by SISTRIX founder Johannes Beus, tracked 38 daily samples of 100,000 ChatGPT responses. SISTRIX compared citations in the four days before the change with the four days after it. The company describes the […]
Google just shared more information to help us get our websites ready for agents. There is a new report from Lighthouse that anybody can run. You do not need external software to run it. You can do it right from within your Chrome browser. The report tells you whether your website is discoverable for AI […]
Google’s John Mueller responded to a question about whether Google’s guidance on LLMs.txt is contradictory. His answer shows why Google considers LLMs.txt speculative for now and why WebMCP, a Google-backed proposal, might be what SEOs and site owners should be looking into. If you want to go further, microsoft clarity now flags bots that ignore […]
AI systems are now answering questions about your business. The problem is that they are often getting it wrong. Consider the typical situation. A brand’s products, services, expertise, locations, leadership, and relationships are distributed across dozens of pages. An AI model retrieves fragments from those pages, stitches them together probabilistically, and generates an answer. The […]
Google CEO Sundar Pichai said Google has spent 25 years learning how to measure user satisfaction in Search, including engagement, sessions, return behavior, and bounce-backs, saying that those metrics help Google improve AI Search. When asked about the concept of Google Search traffic dwindling to zero, the Google Zero scenario, Pichai insisted that the reality […]