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AI search, measured

Written from what we can actually observe, and explicit about what nobody can. New posts weekly.

9 min

Zero-click search, and the part of it worth reacting to

The number is real. What people conclude from it usually is not.Zero-click does not mean nobody visits websites. It means the click is no longer the first thing that happens — being named in the answer is.
10 min

How an AI assistant decides which sources to cite

Known, inferred, and invented — sorted, with the evidence for each.A large share of what gets cited is forums and comparison pages nobody in your company controls. The highest-leverage page for your visibility is frequently one you cannot edit.
Being written
  1. How ChatGPT recommends products, and why it changes weekly30 September 2026
  2. Should you block GPTBot? What happens either way7 October 2026
  3. E-E-A-T when the reader is a machine14 October 2026
  4. Will AI replace SEO?21 October 2026
  5. How to optimise for AI search, as an actual checklist28 October 2026
  6. Does llms.txt actually do anything?4 November 2026
  7. Topical authority, judged by whether a model can assemble an answer11 November 2026
  8. Measuring AI traffic in GA4, and the part you cannot18 November 2026

Listed without links because they are not written yet. Dates are the schedule, not a promise — a post ships when it says something, and we would rather it be late than thin. In the meantime the guides cover most of this ground in more depth.

What do people ask about this blog?

How often do you publish?

Weekly, and the schedule above is real rather than aspirational — but a post ships when it has something to say. We would rather one be late than thin, and a blog padded to hit a cadence is the fastest way to stop being worth reading.

Who writes these?

We do — the people building the product. That is a conflict of interest and it is stated on every page where it matters, including the tools roundup, which begins by saying we built one of the nine.

Can I suggest a topic, or tell you something is wrong?

Yes to both, and the second is more useful. Prices and platform behaviour in this category move constantly; if you find something here out of date or wrong, tell us and we will fix it and say what changed.