Entity Confidence Registered Trade Mark

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…

Browse by theme

  • 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…

  • 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…

  • Content Freshness as a Trackable KPI

    Published: 16th May 2026 Status: Version 1.1 “Publish fresh content” is advice that appears in almost every AI search guide written in the last two years. It is also advice with no numbers attached to it. Nobody has told brands what “fresh” actually means — in days, by platform, by category. Without that, freshness is…

  • 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…

  • How to Evaluate an AI Search Optimisation Service

    As AI search becomes increasingly important for business visibility, services offering to help with AI optimisation are emerging. How should a business evaluate these services? What distinguishes genuine expertise from superficial offerings? Here are the key criteria to consider. Comprehensive Assessment Methodology The foundation of any credible AI visibility service should be a robust assessment…

  • Why GEO Agencies Cannot Solve the AI Search Visibility Problem

    Why GEO Agencies Cannot Solve the AI Search Visibility Problem A new category of marketing agency has appeared almost overnight: the “GEO agency” or “AI visibility agency.” Many are established SEO firms that have re-labelled their services. Others are startups built around monitoring tools. Almost all of them share a common assumption: that AI visibility…

  • What Is AI Search Visibility? — and Why Most Businesses Get It Wrong

    What Is AI Search Visibility? — and Why Most Businesses Get It Wrong “AI visibility” is becoming the defining question for businesses that depend on being found online. It refers to whether — and how prominently — your business appears when AI systems are asked to recommend a provider, supplier, or professional in your field.…

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