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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The GEO Advice You Followed Was Written for a World That No Longer Exists
The GEO Advice You Followed Was Written for a World That No Longer Exists In January 2025, ChatGPT held 86.7% of AI chatbot web session share. By January 2026, that figure had fallen to 64.5%. US mobile share had dropped below 40% for the first time. In the same twelve months, Google Gemini grew from…
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Mass Adoption Is Already Here
Mass Adoption Is Already Here The conversation about AI search has been framed, for two years, as a transition story. Brands were preparing for a future state. Watching adoption curves. Waiting for the numbers to become undeniable. The numbers are now undeniable. The transition is over. The Threshold That Just Passed ChatGPT had 400 million…
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The Six Factors That Actually Decide Whether AI Mentions Your Business
The Six Factors That Actually Decide Whether AI Mentions Your Business AI search engines don’t rank pages the way Google does. They decide, page by page, whether a piece of content is worth quoting in an answer — and the data now shows that decision comes down to roughly the same six things, again and…
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The SME Advantage in AI Search
The SME Advantage in AI Search Almost every piece of advice written about AI search optimisation treats the challenge as universal. Get cited by AI. Build authority. Earn coverage. It applies to all brands equally. The data says otherwise. A peer-reviewed study from the University of Toronto, published in January 2026, found that large, well-known…
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Google Told You to Optimise for Google
Google Told You to Optimise for Google In May 2026, Google published a guide to generative AI optimisation. The headline message: “Optimising for generative AI is still SEO.” Nick Fox, Google’s VP of Search, has said the same thing in public. A senior Google executive, using the authority of one of the most trusted technical…
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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…
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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…
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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,…
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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…
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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…
Many of the issues discussed here are identified formally during our assessments.