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Generative AI

How will generative AI tools, like ChatGPT, Gemini or Copilot, change SEO? In some respects, generative AI complements current SEO practices but in other cases, it competes against current SEO efforts. In these articles, I walk through what generative AI is and how it will change our approach to SEO.

What Are Generative AI Hallucinations?

One of the biggest problems with generative AI responses is hallucinations. What are hallucinations? Why do they happen? More importantly, as generative AI starts to dominate search results, how do we factor hallucinations into our future SEO strategies?

Will People Click Links in SGE Results?

Will people click links in SGE results? How many clicks could we lose with SGE rolling out? We conducted an in-depth study to find out.

Understanding Prompt Types

How do we optimize for prompts and make sure our companies show up in generative AI search responses? How is this different than optimizing for search queries? It begins by understanding what types of prompts people use.

Search Intents & Generative AI

How will SGE change SEO? It likely depends on the search query intent. Learn how to adapt your SEO strategy and prepare for SGE.

What Is Information Seeking?

At the most basic level, generative AI and websites are both tools that help people seek information. How do we describe information seeking and based on that description, how do we compare generative AI tools and websites?

How Generative AI Changes Information Seeking

How does search powered by Generative AI change the process of seeking out information? What does that mean for SEO? What does that mean for websites?

Generative AI vs. Traditional Search: Technical Differences

Increasingly, Google and Bing are including responses from generative AI tools in search results. What makes generative AI different from traditional search?

Understanding Entities

How does Google understand what a name is or that a name relates to a specific person? In this post, Matthew digs into entities.