Golden Times, Not a Gold Rush
Why the Wild West logic doesn’t work for AI Search In conversations around AI search, one sentence keeps coming up again and again:“AI search is like SEO 20 years ago – the Wild West.” It…
Notes On Search
AI Visibility is like cutting an onion
Done wrong, it makes you cry AI Visibility is one of those topics that feels familiar at first glance – and completely slips away on closer inspection. Anyone who tries to approach it with a…
Reverse (Over-) Engineering Is a Hamster Wheel in Reverse
Inversion of Control At Search Central LIVE in Zurich, Nikola Todorovic brought us back to three simple but uncomfortable questions:“Is it good for users?”“What does good mean?”“How do you measure what’s good?” Basic questions. Frequently…
Cognitive Offloading: The New AI Search Economy
Why we need to stop measuring movement. For twenty years we’ve been optimizing for clicks. We know the game: attract users, build funnels, fill pages, hold attention. Clicks were a proxy – a signal of…
We Need to Become a Brand!
And Now What?! “We need to become a brand.” – The cliché that passes as the solution for Organic and AI Search.The sentence sounds like strategic insight, but in most cases it’s just a placeholder.…
Be the Architect, Not the Plumber: Building Brands with Organic Search Strategy
Branding, Sans the Pitfall. Would you invest your brand budget in a name without checking whether it can even survive in organic search? Sounds absurd – but it happens all the time. The biggest branding…
AI Is the Key to Smarter Input – Not Just Faster Output
With no Content Flood. Right now, everyone’s talking about AI and content scaling — as if that’s the cure for broken performance promises. More of the same, just faster and cheaper. It sounds like progress,…