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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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  • Why AI Search Engines Default to Famous Brands

    Why AI Search Engines Default to Famous Brands (and Why That Doesn’t Last) AI search engines recommend famous brands more often not because those brands are better, but because they were already well documented before the AI was ever built. That’s a fixable gap, not a permanent one — and for most of the questions…

  • Why Mid-Sized Brands Are Locked Out of AI Knowledge

    The Structural Exclusion Problem: Why Mid-Sized Brands Are Locked Out of AI Knowledge Most GEO and EC advice frames the SME visibility problem as a competitive disadvantage. You are behind the large players. Here is how to close the gap. That framing is wrong — or at least, it is not wrong enough. The problem…

  • It’s the Same Job

    It’s the Same Job: Why GEO, AEO, and SEO Are Different Names for Identical Work **Published**: 2026-07-14 **Status**: Active A new discipline is born every few months. First it was GEO — Generative Engine Optimization. Then AEO — Answer Engine Optimization. Then LLMO — Large Language Model Optimization. Some agencies now offer AI SEO, AIO,…

  • The Shortlist You’re Not On

    The Shortlist You’re Not On Last updated: 2026-05-25 Type: Original article / reactive commentary — Google I/O 2026 At Google I/O last week, Google announced that AI Mode has crossed one billion monthly users. Queries are more than doubling every quarter. The search bar is being redesigned for the first time in 25 years. Those…

  • E-E-A-T Is Entity Confidence

    E-E-A-T Is Entity Confidence — So Why Don’t We Say That? Summary: A provocation piece arguing that Google’s E-E-A-T framework and the practitioner concept of “entity confidence” describe identical phenomena — and examining what is genuinely new about the AI measurement layer. Last updated: 2026-07-07 Type: Original article / insight post The GEO industry has…

  • Why ChatGPT Still Needs Google

    Why ChatGPT Still Needs Google (And What That Means for Brand Strategy) Published: 2026-07-02Status: Active 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…

  • Distributed Agency

    Who Is Responsible When AI Gets Your Brand Wrong? When a journalist writes something inaccurate about your business, you know who to call. There is an author, an editor, a publication. The correction path is clear, even if it’s difficult. When AI says something inaccurate about your business — wrong founding date, conflated with a…

  • Quick Wins vs Strategic Investment: Planning Your AI Visibility Improvement

    When businesses begin addressing their AI visibility, they face a fundamental strategic question: should they focus on quick fixes that produce immediate improvement, or invest in deeper changes that build sustainable competitive advantage? The most effective approaches typically combine both, but understanding the distinction helps set appropriate expectations. The Quick Win Opportunity Many businesses have…

  • What Does ‘AI Search Optimisation’ Actually Involve?

    If traditional SEO focuses on helping websites rank in search engines, AI search optimisation focuses on helping businesses get recommended by AI systems. But what does this actually involve in practice? Understanding the core components helps set realistic expectations and enables meaningful evaluation of potential approaches. Comprehensive Assessment Any serious improvement effort must begin with…

  • What Is AI Search Visibility and Why Should Your Business Care?

    Something fundamental has changed in the way customers find businesses. For more than two decades, the path was straightforward: a potential customer typed a query into a search engine, scanned a list of results, and clicked through to the websites that caught their eye. That model is rapidly being replaced. Today, a growing number of…

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