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Latest Insights

Short analyses, observations, and guidance on digital credibility, risk, and trust signals — drawn from our work assessing real websites and organisations.

Updated frequently, reflecting ongoing real-world developments…

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  • Is your website locking AI out?

    Most conversations about AI visibility assume the problem is that you don’t have enough of the right content. But sometimes the reason is that your website is quietly turning away the very software that needs to read it. Your business isn’t invisible for want of something to say. But perhaps it has been set up…

  • What the CMA’s private dentistry study means for your practice

    By Hedley Basford, 30th September 2026. This article reflects the position of the study at that date. On 5th March 2026 the Competition and Markets Authority (CMA) launched a market study into private dentistry in the UK, a sector it describes as worth £8 billion. The study followed a request from the Chancellor, and it…

  • Independent Coverage Is What Gets You Recommended by AI

    If you spend money on PR, there is an awkward possibility worth checking: the coverage you are working hardest to get may not be the coverage that decides whether an AI assistant recommends you. Muck Rack compared the journalists PR teams pitch most often against the journalists AI engines actually draw on for a given…

  • Why ChatGPT Still Needs Google

    One of the more persistent myths in AI search is that ChatGPT and Google are in competition — two separate systems fighting for the same users, pulling from separate pools of content. The practical version of this belief shows up in marketing strategy discussions: if AI search is taking over, does SEO still matter? Should…

  • Updating Your Best Pages Beats Publishing New Ones

    Date: 2026-09-24 If the pages on your website haven’t been touched in a couple of years, AI tools are quietly less likely to use them when someone asks for a recommendation in your line of work. That sounds like an argument for publishing more. It isn’t. The research points somewhere more useful and a good…

  • AI Traffic Is Better Traffic

    The people who reach your website from an AI tool are turning out to be some of the best customers you can get. That runs against the usual story, so it’s worth explaining. When someone asks ChatGPT, Google’s AI answers, Perplexity or a similar tool a question, they often get everything they need on the…

  • Why the area you ask about changes whether AI can find you

    One of the most common reasons a business looks invisible to AI is not the business at all. It is the question. Ask an assistant about your county and you can look completely absent. Ask it about your locality — the town, the district of a city, or the cluster of villages a customer would…

  • The Measure You’re Being Shown Probably Isn’t the One That Matters

    Does the person who looks after your website ever talk to you about how your website is showing up on AI searches? There’s a serious risk that the measure you are being shown is not the one that’s most important. The tools that do the tracking are called “citation tracking tools”, and they measure whether…

  • Identity Drift – Your AI Visibility’s Silent Killer

    A brand earns coverage in fifty articles over two years. Good sources, reputable outlets, strong editorial context. By any reasonable measure, its AI visibility should be building. But when you test the brand name in ChatGPT, Gemini, and Perplexity, it barely appears. When it does appear, the answers are inconsistent — right in one query,…

  • Writer-Only Mode: The Query That Never Reaches Your Page

    Every AI search optimisation strategy rests on an assumption so basic it is never stated: your content has a chance of being retrieved. For a significant category of queries, that assumption is wrong. The Architecture Nobody Is Talking About In March 2026, Baidu Search published an engineering paper co-authored by 24 practitioners documenting the internal…

Many of the issues discussed here are identified formally during our assessments.