AI in SEO is often discussed as if it should replace part of the job. I don’t think that’s the most useful way to look at it. For technical SEO, the value is not asking an LLM to “find insights” in a vague way. The value is using it to move faster between a precise […]
“Is our website being cited by ChatGPT?” has to be one of the most popular questions we get from our customers at OMcollective these days. It is the new frontier of digital visibility, but many brands are currently measuring the wrong thing. Analytics tools only show a few referral clicks but are blind to visibility, […]
At SMX Paris 2026, Maxime Guernion (Head of SEO at Havas Market) and I discussed AI crawling from the perspective of understanding what AI does with your content, noting that your data isn’t really yours anymore. I’ve been seeing this trend emerge in log files over the past few months. For over 15 years, I’ve […]
Optimizing for AI search requires two complementary approaches: lab data from prompt tracking tools shows you how your brand appears across AI platforms, while field data from log analysis reveals real bot behavior on your site. This six-step journey shows you when to use each approach to build a complete AI search optimization strategy.
AI search has a lot of people asking the same questions: How do you track it? Which prompts work for your site or brand? What’s the impact of query fan-out? The questions seem endless, and the answers often contradict each other. But when you filter out all the noise, you can find reliable answers. You […]
Generative AI (GenAI) is reshaping how we create and consume content. It’s a powerful tool, but when something consumes the internet, it will reflect the good, the bad and the biases. These biases are not technical glitches. They’re reflections of our societal issues and that includes outdated SEO practices that prioritize certain narratives over others. […]
Over the past year, we’ve seen clicks and SEO traffic declining while crawler traffic powered by AI platforms has exploded. As AI-driven search becomes our new norm, understanding these new crawlers isn’t just helpful, it’s necessary. The key to understanding and tracking visibility in AI search is log analysis. Log analysis has long been a […]
Agentic AI, the new standard for marketing professionals and SEO teams, stands out with its unique features. As explained in the article by Emilia Gjorgjevska & Beatrice Gamba, “In simple terms, agentic AI refers to systems that are capable of not just generating text or answers but also planning, deciding, and acting on their own.” […]
A deep dive into the real challenges, environmental impact, and practical solutions for using LLMs in SEO without breaking the bank or the planet. The reality check we all need Let’s be honest, we’re all experimenting with AI in SEO. Whether it’s ChatGPT for content ideation, Claude for technical analysis, or any number of other […]
A lot is changing in the world of search and one of the most significant shifts we’ve seen is that technical SEO is evolving from manual fixes to intelligent systems powered by AI. This transformation allows SEO professionals to work faster, scale more effectively, and improve accuracy in identifying and resolving issues. This article explores how AI […]
These days, it’s getting harder to keep up with Google’s search updates. Aside from the change in rankings, the search environment itself looks and feels different. With AI Overviews now rolling out to more users, search is no longer a list of blue links; it’s a conversation. But for users who rely on screen readers, […]
SEO is evolving, so it’s only fitting that the SEO tools we use should evolve too. Today, your site’s success doesn’t depend solely on crawlability or indexation; it also relies on quality, relevance, and precision at scale. As search engines and AI agents get smarter, it’s clear that not all data is created equal. The […]