How search is changing.
A running account of how AI is rewriting search: original thinking, live experiments, and the lessons that surface in the work itself.
You Don't Need as Many Links as You Think You Do
We just don't think crappy links do anything, and that is what many people (SEOs, mainly) have 'built' for years.
Sarah Gilbert · 6 min read
You Don't Need as Many Links as You Think You Do
We just don't think crappy links do anything, and that is what many people (SEOs, mainly) have 'built' for years.
Sarah Gilbert · 6 min read
What 24,960 AI Answers Reveal About Citation Sources
We tested 2,080 prompts across ChatGPT Search and Google AI Mode to see which websites the engines keep returning to, whether the same sources matter across engines, and how much traditional website authority actually matters.
Jason Gilbert · 6 min read
The Effect of Live Web Search on AI Brand Visibility
We asked the same buying questions with live web search off and on, across five categories and two providers. Popular brands did not always hold their spot, and several lesser-known brands broke in.
Jason Gilbert · 10 min read
The Paragraph Is the New Page
AI doesn't retrieve pages; it retrieves passages. Why the paragraph is now the unit that decides whether you're found.
Sarah Gilbert · 7 min read
How to Refresh Old Content for LLMs
Outdated pages aren't good for your website for lots of reasons. LLMs use the information on them and restate it as fact. Here's how to refresh old content so LLMs cite the right version of your products and services.
Sarah Gilbert · 8 min read
What Actually Happens When AI Reads Your Website
A model doesn't read your website. It takes it apart. Pages become chunks, chunks become vectors, and somewhere in that translation it decides which sentences it trusts enough to repeat. We followed one page through the whole process, and what came back changed how we write.
Jennifer Foust · 10 min read
How a Machine Sees Meaning
Before AI can decide what to cite, it has to understand what your words mean. We give you a simple tour of embeddings, which is the step that turns words on the page into something a model can decipher.
Jason Gilbert · 9 min read
94% of B2B SaaS Homepages Prove They're Credible. Only 13% Say Who They're For.
We ran 100 B2B SaaS homepages through the same six-question test. Nearly all prove they're credible; almost none say who they're for, and directness falls off a cliff as companies scale.
Jason Gilbert · 6 min read
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