Blog
Search is changing weekly.
Short, opinionated reads on where AI search is actually going — written from the citation logs, not the press releases. New posts when something real changes.
AI engines · October 16, 2026 · 7 min
We asked ChatGPT and Google AI to recommend B2B software in 5 categories. Here's who got named, who didn't, and why.
We asked ChatGPT and Google's AI Overviews the same question in five B2B software categories. They agreed on the big names. Where they disagreed, the sources Google showed made it easy to see why.
Strategy · June 10, 2026
AI Mode and the traffic reckoning nobody planned for
AI Overviews now show on roughly half of Google queries and big publishers are reporting 50–80% organic losses. What's actually happening, and the only response that works.
6 min read
Measurement · June 4, 2026
The Great Decoupling: your impressions are fine, your clicks are gone
Search Console impressions and clicks used to move together. Since the 2025 core update they move apart. Here's how to read the split and what it's telling you.
6 min read
AI engines · May 28, 2026
Reddit is eating your AI citations
Reddit shows up in a huge share of AI answers, and Google just started surfacing forum 'expert advice' more aggressively. Why it happens, and how to compete without astroturfing.
6 min read
Tactics · May 21, 2026
Write the answer first: formatting pages AI engines will quote
The single highest-leverage change is structural, not editorial: lead with the answer, add a table, name the author. What the citation data says about page format.
5 min read
Technical · May 14, 2026
llms.txt is a dud, and that's fine
Google says no AI service uses it. The bot logs agree. Here's why llms.txt fizzled, why the comparison to the old keywords meta tag is apt, and what to do instead.
5 min read
Strategy · May 7, 2026
A third of publishers are blocking the AI crawlers. Should you?
Blocking Google's AI crawler protects your content from being summarized — and erases you from the answers buyers now read first. How to think about the tradeoff.
6 min read