We logged ChatGPT’s hidden metadata, and watched it decide when to search the web and when to answer from memory (training data). Every time you send a prompt to ChatGPT, something happens before a single word of the answer is generated: the system decides what kind of turn this is. Is it a question it can […]
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The biggest thing to understand about AI search is this: AI doesn’t return pages. AI doesn’t drive clicks like normal search engines. What AI does is answer questions. While you’re reading this, a potential customer could be asking AI about a topic related to your product. They’re trying to understand a problem. They’re learning about […]
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When a website migrates from one domain to another using a 301 redirect, it typically experiences a temporary decline in organic search traffic. Google re-evaluates the new domain, transfers link equity through the redirect, and gradually reindexes content under the new URL. The question that matters to any SEO team managing or assessing a migration […]
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There are plenty of reasons why great original research content is so valuable. It can build authority, attract backlinks, and, depending on your strategy, capture leads. Plus, this is before you consider all the other content your research might inspire – drawing on data and insights your competitors don’t have. And as everyone scrambles for […]
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Marketing has always had a tendency to chase the newest acronym. SEO. GEO. AEO. AI search. Zero-click search. Every few months, there seems to be a fresh existential panic about how people discover brands online – usually accompanied by a flood of hot takes explaining why everything is about to change forever. Spend enough time […]
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An autonomous AI agent tasked with planning a complex anniversary trip operates entirely behind the scenes without ever browsing a traditional web page, clicking down user interface menus, or tolerating frustrating pop-up advertisements. Instead, this digital assistant fluidly reads machine-readable code, interprets complex transfer protocols, verifies real-time availability via structured datasets, and executes transactional bookings […]
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Something has shifted. You can feel it in the numbers, even if you can’t fully explain why just yet. Traffic patterns look different. Content and campaigns that once did well now underperform. The playbook that worked two years ago has begun to deliver diminishing returns. The problem isn’t your content strategy; it’s that the customer […]
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The web is changing much faster than any point since the shift to mobile and in 2026 we are witnessing the rise of the agentic web which is an ecosystem where autonomous artificial intelligence agents browse and analyse and make decisions on behalf of human users. In May 2025 I wrote about how the future […]
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The internet is experiencing a substantial shift in how users interact with online platforms. As well as growing adoption in AI platforms like ChatGPT, and confidence in Google’s AI Overviews and AI Mode results, we’re also beginning to experience a more delegative form of online interaction. We are transitioning from a web where humans browse […]
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For travel brands, Google’s latest updates from their 2026 I/O keynote signal a major change in how holidays are researched, planned, and booked. Travel has always involved a huge amount of research, which makes it an ideal space for automation. But as Google shifts Search away from static results and toward autonomous background actions, the […]
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Most conversations about marketing performance circle around the same things. Strategy. Budget. Technology. Attribution. Talent. Sometimes process gets dragged in too. But every now and then, you speak to someone who quietly reframes the whole conversation. Someone who makes you realise that the thing sitting underneath performance – the thing shaping resilience, creativity, and ultimately […]
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Microsoft has introduced a valuable new feature that enables SEOs and webmasters to track how their websites are cited across AI platforms. While currently focused on Copilot and its partner systems, this proprietary data offers a more robust alternative to third-party tools for gaining insights. Although different LLMs operate in various ways, the insights provided […]
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