Competitor analysis has always been a core part of SEO, yet the rise of AI driven search and LLM powered results has reshaped how we understand the competitive landscape. Instead of focusing only on ranking positions, we now examine visibility across many surfaces, the clarity and usefulness of content, the strength of entities, and how […]
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5 Things you need to know From LLM-powered platforms like ChatGPT to the AI Overviews in Google’s search results, AI search is already having an impact on brand visibility and clickthrough rates. But the rate of change may be about to speed up with the arrival of Google AI Mode. Currently rolling out to 180 […]
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We have seen a clear decline in LLM referral traffic over recent months, especially from ChatGPT, and this trend lines up with the release of GPT-5. Many senior marketers are asking why GPT-5 seems to send fewer clicks to websites than GPT-4.5. The answer is simple. GPT-5 gives people more complete answers inside the chat, […]
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The team at SALT has carried out research into whether content structure and templates have an impact on your content surfacing in Google AI Mode. Now that Google AI Mode is available in the UK, CMOs and marketers are naturally keen to know how best to optimise their content. A quick online search will throw […]
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In an era where AI-powered search and generative summaries are becoming mainstream, simply writing good content is no longer enough. Organisations need to demonstrate four key qualities of Experience, Expertise, Authoritativeness and Trustworthiness (EEAT) so that their content can be surfaced reliably by large language models (LLMs) and AI-driven search engines. Why EEAT still matters, […]
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This study compares the types and structural characteristics of travel-related pages cited by two leading generative AI systems, Google’s AI Overviews and OpenAI’s ChatGPT. We looked at a dataset of 2,279 URLs cited in AI Overviews and 1,483 URLs cited in ChatGPT. Results were analysed across six travel categories: luxury, cruise, family, beach, solo, and […]
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JavaScript is often touted as one of the more complex topics in SEO. Its dynamic nature, while enabling modern user experiences, can also create visibility barriers for crawlers that struggle to process and render it correctly. As search and discovery evolve toward AI-driven systems, ensuring that JavaScript websites remain fully accessible to both traditional and […]
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ChatGPT Atlas is the latest product launch from OpenAI, blending the ChatGPT LLM product within a browser environment/ Any public site can be surfaced, cited and linked inside Atlas. This guide focuses on practical technical steps that help Atlas discover, interpret and cite your content with clarity. It also shows how to measure referrals from […]
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When Google launches something new through its Labs division, it often signals a bigger shift. The latest example is Google Doppl, an experimental app that lets you upload a full-body photo and see how you might look wearing outfits you find online. It is part dress-up tool, part AI demo, and while still early and […]
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How do we tackle AI Mode becoming the default Search experience? Search is shifting from lists of links to answers, conversations, and multimodal guidance. Google’s AI Mode and AI Overviews are moving toward default behaviours in more markets and surfaces, blending text, voice, and vision while sending billions of clicks to the open web (according […]
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Large language models and AI-driven platforms are transforming how information is discovered. For organisations, the challenge is clear: how to ensure visibility within these systems. While traditional SEO principles remain relevant, the context has shifted. To maintain presence, three areas require attention – Accessibility, Consensus, and Entity. Together, these form the ACE Framework. A – […]
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The way people discover and buy products online is shifting. Until now, SEO has been about connecting human searchers with websites through keyword targeting, structured data and user experience. With the rise of AI agents, discovery and transactions are no longer limited to search engines or traditional eCommerce funnels. Agents such as ChatGPT can now […]
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