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Semrush put out an infographic last week. The kind built to be screenshotted into LinkedIn carousels and pasted into webinar decks. Four pillars. The fourth one is called “Technical GEO”: schema, structured data, clean architecture. The line that justifies it: “Ensures AI engines can parse and connect your content.” Ensures. See it live on X/Twitter. […]
The old URL checklist still applies: keep it short, use hyphens, work the keyword in. But that checklist was written for crawlers that follow redirects, resolve canonicals, and can usually infer context even from a messy path. A growing share of your audience now finds content through AI assistants — ChatGPT, Perplexity, Claude, Google’s AI […]
Google is testing Web Bot Auth, an experimental protocol designed to help websites verify that automated traffic is really coming from the bot or service it claims to represent. The new protocol could give site owners a dependable way to separate legitimate automated traffic from bots that hide or misrepresent who they are. A new […]
Google published documentation explaining its testing of Web Bot Auth, an experimental IETF protocol that can help websites cryptographically verify some automated requests from bots and AI agents. The protocol adds another verification layer by letting agents sign HTTP requests with cryptographic keys. Websites can then verify those signatures against published public keys to confirm […]
Your content can be fully crawled, well-structured, and ranking respectably in traditional search — and still never show up in a single ChatGPT or Perplexity answer. That gap between being crawlable and being cited is where most teams misdiagnose the problem. They assume it’s a visibility issue and publish more content, when the real failure […]
Ask.com, the search engine that started life as Ask Jeeves, shut down. Parent company IAC discontinued its search business as part of an ongoing effort to refocus its operations. A farewell message posted on the Ask.com homepage, reads: “Every great search must come to an end. As IAC continues to sharpen its focus, we have […]
Every technical SEO has a version of this meeting. The migration shipped on Friday. The redirects went in. Someone on Monday noticed organic traffic had fallen off a cliff, and someone else remembered there was, in fact, an SEO on the team somewhere, and perhaps they should take a look. This isn’t the meeting anyone […]
Modern marketing is full of good intentions that quietly sabotage themselves. Nowhere is this clearer than in what I call the Protection Paradox, where smart companies spend enormous energy and money “protecting” their content or intellectual property, only to pay even more to get the same content in front of the same audiences through intermediaries. […]
OpenAI’s automated crawl activity is estimated to have roughly tripled after the launch of GPT-5, according to a new analysis from Botify and guest author Chris Long. In Botify’s dataset, OpenAI’s search crawler is now generating more log events than its training crawler. That’s a reversal from the period before GPT-5. Long, co-founder of the […]
The standard technical SEO audit checks crawlability, indexability, website speed, mobile-friendliness, and structured data. That checklist was designed for one consumer: Googlebot. This is how it’s always been. In 2026, your website has, at least, a dozen additional non-human consumers. AI crawlers like GPTBot, ClaudeBot, and PerplexityBot train models and power AI search results. User-triggered […]