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Technical SEO For the AI Era: Trick or Treat?
There is a lot of noise right now about how to get a brand into ChatGPT, Perplexity and Google’s AI Overviews. New acronyms, new files, new dashboards promising to track your share of the answer. Most of it skips a very simple point. A language model can only cite what it can fetch, read and […]
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Technical SEO For the AI Era: Trick or Treat?
There is a lot of noise right now about how to get a brand into ChatGPT, Perplexity and Google’s AI Overviews. New acronyms, new files, ne…
AI Has No Opinions. It Has Sources.
I opened my Berlin talk with a disclaimer, so I’ll repeat it here: I am not an SEO expert. I run marketing operations at Surfer, which mos…
Entities: The Importance of Being Understood
Somewhere out there, someone is trying to figure out what your company is all about, but they’re only getting bits and pieces. They might…
The Impact of Claude’s AI Watermark
Two weeks ago, Anthropic published a note on their website concerning their new text watermark release. According to the note, every model…
Stop exporting. Start asking: what MCP changes for content teams
For ten years, content and SEO teams have lived a quiet contradiction: we generate more data than almost anyone else in marketing, and we…
What is Reddit After All? And Why Does It Matter for Search Visibility?
Ask ChatGPT which running shoe to buy, ask Perplexity which CRM is worth the money, ask Google’s AI Overview whether a piece of softwa…
Competitors Appear in AI Answers and You Don’t. Most Gap Audits Will Not Tell You Why
A list is not a diagnosis
Every AI visibility tool now ships a citation gap report. Semrush, Peec, Profound, Scrunch and others will ha…
Your Brand Doesn’t Appear in ChatGPT Answers: Why?
A four-way self-diagnosis before you call anyone
“Our brand doesn’t show up when people ask ChatGPT for a recommendation” is not one pr…
Why AI and Forum Sentiment Dictate Your Brand’s Visibility
Traditional corporate PR was built for a web that no longer exists. For years, brands controlled their public image via polished press rel…
Share of Model: A Definition and a Measurement Protocol You Can Reproduce
Share of Model is becoming the headline metric of AI visibility, and it is being measured badly. Vendors compute it differently, definitio…